There are various ideas that are often argued over regarding marketing within any small business. You have a classic idea of what marketing is; a message informing people of your product or services and why they should buy from you, or a long term and persistent campaign of useful, informative and engaging content to build brand awareness and loyalty. Well there are now figures that will help anyone very much in the content camp: “61 percent of consumers feel better about a company that delivers custom online content and are more likely to buy from that company.” (Inc.com) There is no real excuse anymore in not having something as simple as a blog “BtoB entrepreneurs with blogs generate 67 percent more leads per month than those who don’t.” (Inc.com) These figures just serve to demonstrate that unless you have started to develop your own content marketing system you are way behind the game.
These figures are not the only sign that content is everything you should be thinking about. The keeper of all that is searched for, Google, is constantly updated and getting more and more focused on user friendly content. Sure you can create loads of content about how good you are and all about what you do but ultimately Google will find you out and you will severely suffer for it. If you are a selfless content producing company who provides value for the user and are building an authority around your brand in your industry you will reap the rewards.
So how can you do this? What steps can you take to get going? Here are four simple steps:
1. Identify a creator
The idea of creating reams and reams of blogs, eBooks, videos can seem very daunting. It is quite the undertaking. This is why I would recommend that you get someone who has both the talent and the love of creating this stuff. They will produce content on a scale you could only dream of due to a love of the creating itself. If you have someone like this in your team then you are really on your way to creating that content machine you really need.
2. Decide on your subject
It is imperative that your content is relevant to your audience. This is important for two reasons, firstly your customers are attracted to you because of what you produce therefore they want to hear your expertise on it. Secondly, it is really important, especially in Google’s eyes, that you build some authority around your brand meaning that you need to be the ‘go to’ company for your industry. People really value your expertise in your area.
3. Decide how you will distribute it
This part is often where most companies fail. It is so important that you decide where you are going to put this content out. You cannot expect people to find it for themselves, you have to put it right in front of their faces. You can choose the channels that you think are most appropriate, find out where your audience are online. Is it on Facebook, Twitter or LinkedIn or maybe they are better contacted by email? Choose where you are going to put your content and then make sure you post it, tweet it or mail it. It is up to you to get your content out there.
4. Write a plan and get going
Once you have identified the three things above, it is now time to put it down into a plan. This can be as simple or as complex as you like, but it will really help you when you are creating that content. Building a marketing engine that works in this way relies on a plan, especially when resources are limited, it allows you to focus on creating the content. The more you do it the better you will get.
If you are not creating content in your marketing you are on a downward slope, you need to rethink how you carry out your marketing. I hope these four steps can help you get your content creation moving.
Please leave your thoughts below so we can get a great discussion going.