I recently wrote about why every business needs a content marketing strategy. But if you’re a business owner or manager with no experience in content marketing, you may be wondering: “How do I even get started?” To help you along that path, I’m sharing my top five tips for getting started with creating and implementing a content marketing strategy for your business:
1. Educate yourself.
Content marketing is a fast-growing and evolving field, so trying to stay on top of all the latest developments and trends would be challenging for anyone. However, I recommend trying to become familiar with the basics of what it is and why it’s so important and effective for business marketing. Here are a few excellent resources to explore:
- What Is Content Marketing? (Content Marketing Institute)
- Infographic: Content Marketing (Demand Metric)
- The Ultimate Guide to Content Marketing in 2019 (HubSpot)
- The Ultimate List of Marketing Statistics for 2019 (HubSpot)
2. Find out what your competitors are doing with content marketing.
Start following your top competitors on social media, sign up for their email lists, and review the content on their websites/blogs. This will give you a sense for what you’re up against, what may or may not be working for them, and how you might go about setting/prioritizing some of your own content goals.
3. Do an internal content audit.
I’m often surprised by the number of business owners and managers who say things like, “We don’t have anything to talk about,” or, “We don’t have any existing content to use.” In my experience, this is almost never actually true. Take a look at the emails you send, the content on your website, official business documents, presentations, and other activities your company engages in. You might be surprised by how many stories are hiding out in these places, just waiting to be told in different ways to different audiences. Repurposing existing content is one of the best, most efficient tools in any content marketing toolbox!
4. Don’t overdo it.
I often speak with prospects/clients who’ve been hesitant to do any content marketing at all. One of the most common reasons for their hesitation is that they’ve bought into the “all or nothing” myth/fallacy. This is what I call the misconception that, in order for content marketing to be effective, you must be on every social media/content sharing platform, and you must be producing copious amounts of content all the time. In fact, I find the opposite to often be the case. Think quality over quantity here. Try starting with just a couple primary content channels (e.g., Instagram, blog, and email marketing) and focus on building a following of engaged users. Then you can decide whether to add, replace, or amp up a particular content platform.
Also, remember that consistency is more important than volume. Try starting with weekly or semi-weekly social media posts, a monthly or bi-monthly email newsletter, and/or one or two blog posts per month. Don’t overwhelm yourself until you know you can keep it up over the long term.
5. Hire outside help.
One of the biggest mistakes I see small businesses make is trying to do everything themselves. But time is money. And your time is much better spent on the aspects of your business you do best: giving customers what they want and delivering top-notch customer service. Hiring an agency or a consultant allows you to focus on the big picture of running and expanding your business, while they focus on day-to-day details, weekly/monthly deliverables, implementing short and long-term marketing strategies, and gradual improvements. Plus, having the benefit of an outside perspective is instrumental in taking your business to the next level.
Interested in content marketing but not sure where to start? Let’s set up a free consultation call to discuss your needs and see if we’re a good fit!