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Published Jul 21, 21
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What is the purpose of a content strategy?

Content Strategy is the development, planning, creation, delivery and management of content. The purpose of content strategy is to create meaningful, cohesive, engaging, and sustainable content that attracts the company's target customers.

What is a good content strategy?

A good content strategy considers a KPI, and then works towards reaching it. It is a roadmap that plans out the exact steps that need to be taken in order to reach that goal. But of course, even with all the best planning and execution, sometimes, content campaigns don't meet their KPIs.

What is content strategy example?

For example, you may create a research report as your base piece of content. As long as you are careful not to cannibalize your SEO results, content atomization can be an effective content strategy that fuels SEO reach, traffic, and engagement by ensuring the right audience finds the right type of content.

What is your content strategy?

Content strategy is the ongoing process of translating business objectives and goals into a plan that uses content as a primary means of achieving those goals. Every other facet of content strategy starts here. Content strategy guides the creation, delivery, and governance of useful, usable content.

What should a content strategy include?

Content strategy involves content ideation, content development and publication, editorial calendar planning, process and system creation and oversight, writing, editing, on-page SEO, and a host of other activities related to content management.

What is brand content strategy?

Content Strategy: A content strategy is a way to execute your brand strategy; a tool to communicate who your brand is and what you're about—through content. (See our step-by-step guide to create and document your content strategy if you don't have one yet.)

What is the difference between content strategy and content marketing?

The answer is simple: content strategy is the thought and research put into establishing an effective content marketing campaign. Content marketing is the campaign itself, which comes after the strategy. These will overlap, of course.

What is a content marketing strategy?

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

What is the main objective of content marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.

What are examples of content marketing?

Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can't get elsewhere. It's the best way to turn your product, no matter how common, into something that is not like everyone else's.

What are the four basic marketing strategies?

The 4 Ps of marketing are place, price, product, and promotion. By carefully integrating all of these marketing strategies into a marketing mix, companies can ensure they have a visible, in-demand product or service that is competitively priced and promoted to their customers.

What is not content marketing?

The term content marketing can start to lose it's meaning. Aldi's 'No Frills' message – This isn't content marketing, it's an ad campaign. It's a bit like thinking that karate is just karate without the teaching of the full discipline from Mr. Miyagi. If you can punch, kick and watch a Bruce Lee film, you know karate.



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If this sounds complicated, don’t worry: Approaching content this way actually simplifies the process. Here’s how companies use content marketing in each stage of the sales cycle to engage and sell. Awareness stage At the first stage of the sales process, your content should focus on the top concerns of your audience.

Content at the awareness stage should be educational, how-to advice. Save your selling for the consideration and closing phases. articles, blog posts, e-books, videos, newsletters A restaurant writes a blog post about how to plan a menu for a graduation party in the spring. A bike touring company creates a short video on the topic “3 Ways to Choose the Right Bike Trip.” An architecture firm creates an e-book called “Questions to Ask Before Hiring an Architect.” Consideration stage In the consideration stage, content should offer a hybrid of helpful information and marketing.

Of course, your content should have a bent toward what your business offers. case studies, how-to articles, how-to videos, checklists/worksheets A cloud-based phone system company creates a checklist entitled “8 Ways to Improve Your Phone Customer Service” that details the features and functions that make great customer service possible. A landscaping company creates case studies about “The Biggest Mistakes Most People Make When They Hire a Landscaper.” A catering company features case studies of successful events with a focus on the benefits they offer, such as “How to Accommodate Food Allergies at Your Next Event,” or “How to Ensure Your Caterer Uses Sustainable Practices.” Closing stage Content marketing plays an important role when a prospect is close to buying.

An orthodontist practice encourages patients to contribute testimonials about its state-of-the-art equipment and top-notch service. How to get started with content marketing Content marketing can feel overwhelming, but it doesn’t have to be. A successful content marketing campaign should be manageable and sustainable. Take these steps to get started: To create content for a particular reader, you need to have a clear idea of their priorities, challenges, and preferences.

Otherwise, craft profiles of your audience members and prospects before starting. The right format corresponds with what stage of the sales cycle you’re creating content for. Another important consideration includes what formats will best help you showcase value. For some, this will be a video; for others, a checklist. An audience will judge your content on its quality, and they should.

Regardless of who creates it, hire a professional proofreader to review anything before it goes out the door. Will you post content on your site, email it to people, or print it for an event? Start with “where” you know your audience is likely to be, and choose formats that make sense.

Once you have content, it’s time to get the word out about it. Social media—Facebook, Linked, In, You, Tube, Twitter, Medium, Instagram, and others—is a proven and easy way to promote your content. You write a post and link to your content, and then voila! People are engaged. You can do this through 3 steps: The best social media outlets for you are the ones frequented by your audience.

With some planning and systematic content marketing, you can reach the right people and inspire loyalty to your brand.

Content may be king, but many content creators (and purveyors of fine content) often struggle to show the value of content marketing. This is because the types of content (blog posts, guides, webinars, etc.) that most people think of as content marketing all fall in the "discovery" part of the marketing funnel, which is several steps removed from conversions.

It might even be content that makes people fall in love with you a little. But discovery-level content is not usually the last touch before a big sale. There are many more layers of content that usually finesse that conversion. (More on that when we discuss how content can represent various stages of the funnel in ch.

Helps your social efforts? Check. Increases your audience? Check. But because most content marketing sits up at the awareness stage of the funnel, it's not realistic to expect customers will go en masse from reading one blog post to buying all the things. It may be that the real struggle you face with your client or boss is that they're afraid their industry isn't sexy enough for content marketing.

Your challenge here is to find that perfect angle to pitch to show them just how interesting content marketing for boring industries can be. Demonstrate the ROIThat top-of-funnel position doesn't mean it's impossible to demonstrate the value of content. It just means you need to build a more complex model to understand and show how content really contributes to your conversions.



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In fact, according to a 2020 report from Hub, Spot, 70% of marketers are currently investing in content marketing. Content marketing is important because it helps marketers build trust with their audience in a way that many other types of marketing cannot do. It helps brands to tell the story of their company and what it stands for in an authentic and engaging way.

In order to achieve your goals, your strategy must be robust, credible, well thought through and designed with your audience in mind. More on this later. There are a few key differences between content marketing, inbound marketing and content strategy. Your content strategy is the initial step in this area of your marketing activity.

Content marketing refers to the process of creating your content itself — perhaps with a content creation platform. Inbound marketing focuses on how the content strategy fits in with the rest of your lead generation and PR activity. How you develop and use tactics to attract and nurture your leads over a period of time with the relevant, authoritative content you’ve included in your content marketing strategy.

Here are some frequently asked questions about content marketing for businesses. Content marketing can help a wide variety of businesses. No matter what size your business is, what sector you operate in or where you are based. If you want to increase conversions, enhance brand awareness and build trust, content marketing can help you achieve your business goals.

For example; if your product is complex, a how-to guide or video might be useful. If you are trying to distil a lot of information, infographics could work well. Use formats that are appropriate to your audience. Think about how your customers consume content; the platforms they use, how much time they would spend reading or watching the content, where and when they might be consuming it etc.

Find out what your competitors are doing. Naturally, you want your content marketing strategy and activity to be unique to your business, but it’s useful to do some market research to find out what is currently engaging your target audience, or not. Don’t know where to start? Try Buzz, Sumo.

Good content marketing is all about being authentic and listening to the needs of your audience. The most common content marketing mistakes happen when brands fail to do these things and simply put their efforts into activities and tactics that they want to do or that brands they like in different sectors are doing.

For example; just because a new and exciting social media platform has launched, it doesn’t mean that it’s right for your business if your customers don’t use it. Be where your customers and prospects are, give them the information that they want and need, be honest and authentic and don’t copy others.

But providing you take the time to think about your goals, what your key messages are, what will drive sales and conversions, what formats are most relevant and helpful to your audience and - perhaps most importantly - what your customers need from you and your products and services, you shouldn’t go far wrong.

Content is all around us. Whether we’re reading an insightful blog post or watching a goofy You, Tube video, we consume content almost everywhere we go and pretty much at all times. Because of this, it should come as no surprise that 70% of marketers are actively investing in content marketing.

Still, it begs the bigger question: “what is content marketing and what can it actually do for me?” A valid question indeed, and one we will unpack during this introduction to our chaptered guide to content marketing fundamentals. Content marketing is the process of using content to connect with and sell to a defined target audience.

The substance Shopify covers through its content shows that the company is speaking to an audience of business owners. The content Shopify creates reflects what business owners care about and is delivered regularly, so those audience members become invested in the content and, as a result, the company as a whole.

That’s the power of content marketing.

To understand why content marketing can work as a strategy, think about the buyer’s journey. For many companies, it may look something like this: this is where the potential customer is seeking information on a topic. They may be looking for a solution to a problem they experience, or are simply looking for information on a topic they’re researching.



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Many of the ideas you think of will be evergreen — they're just as relevant months from now as they are today. That being said, you shouldn't ignore timely topics either. While they may not be the bulk of your editorial calendar, they can help you generate spikes of traffic.

Evernote is a good example of a content strategy used to attract new leads. People interested in reading content related to productivity are likely the same people interested in downloading Evernote's note-taking product (because what's better than a to-do list for helping you stay on-task?). On the contrary, if Evernote's marketing team simply created content for the sake of increasing traffic — like publishing "Our 10 Favorite Beyonce Songs" — it wouldn't be considered a content strategy at all; it would just be content.

Let's take a look at another example to see how a good . Consider the following scenario: a prospect calls a sales representative at Wistia and asks questions related to Wistia's video hosting service. As the Wistia sales rep speaks with her, he learns her business is using a few other tools to convert leads into sales ...

Bingo. Once the call ends, the sales rep sends the prospect a follow-up email with a blog post about Wistia's integration with Intercom, which enables Intercom users to further personalize messages to prospects based off video-watching data they collect through Wistia. This is a prime example of how you might use a content strategy as a sales enablement tool.

Blog Posts If you haven't already noticed, you're currently reading a blog post. Blog posts live on a website and should be published regularly in order to attract new visitors. Posts should provide valuable content for your audience that makes them inclined to share posts on social media and across other websites.

[Lastly,] ebooks further down the funnel should become more personalized and offer more sales content. Comparison guides or an ebook of case studies are beneficial for prospects at this stage." Ebooks are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more information.

In turn, the business producing the ebook has a new lead for the sales team to contact. 3. Case Studies Case studies are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms — some of which are on this list.

even an infographic. Your goal in a case study is to show the people who are considering your product that the proof is in the pudding. Before choosing a customer for a case study, you should determine which form the testimonial will take and the area of your business to which you're trying to drive value.

Templates Templates are a handy content format to try because they generate leads for you while providing tremendous value to your audience. When you provide your audience with template tools to save them time and help them succeed, they're more likely to keep engaging with your content in the future.

Infographics Infographics can organize and visualize data in a more compelling way than words alone. These are great content formats to use if you're trying to share a lot of data in a way that is clear and easy to understand. If you're ready to get started, get our templates for creating beautiful infographics in less than an hour.

Video also captures people's attention more than any other content format. 7. Podcasts Starting a podcast will help audiences find your brand if they don't have time or interest in reading content every day. The number of podcast listeners is growing — in 2018, nearly one-third of the U.S. population has listened to a podcast in the last month.

You can also interact with other businesses that have a similar audience as your own. While the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry.

When you're ready for more ideas, there are a plethora of different content types to diversify your content marketing. It takes time, organization, and creativity to grow a successful content marketing strategy. From building the foundation of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year won't be a hassle if you follow the steps and explore the resources here.



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Content marketing makes it possible for the two of you to find one another against what may seem like impossible odds. But that is not the only reason you need content marketing, not remotely. 1. Content Marketing Helps Customers Bond with Your Brand Your story is more than an advertisement, and you should make sure people know it.

Your content marketing tells the customer who your company is, what it stands for, and keeps them engaged over time. 2. You Build Trust with Good Content Your content marketing can also help to build an emotional bridge. If a potential customer is in dire need of answers and you happen to provide the information they are seeking on your blog or You, Tube channel, they are going to respond favorably.

3. More and Better Customers Cost Less The ROI on a well-executed content marketing is staggering. Depending on how well you develop content to match your audience’s needs, you could see website conversion rates of up to six times higher than if you had no content marketing plan in place at all.

For example, if you make an effort to answer common questions as a part of your content strategy, you can explain the details of your product (including crucial characteristics like your price point). It saves you both time, and your company spends less on each pre-qualified lead that comes through the door.

Content Marketing Supports Other Types of Marketing You can use the content you are generating to help support your social media campaigns and other efforts, like email campaigns, every page created, or blog you build can help improve your organic SEO. After all, the more opportunities you have for Google to index your content, the more opportunities you have to be found in searches for a wide assortment of keywords.

Not only will you be able to better see exactly which content is working for your visitors, but you will also know which pieces aren’t. That insight can help you better retool those leaky boats into glorious ships that will ride the wild tides of the Internet for years to come.

Content marketing is a scalable, long-term strategy, If you focus on creating helpful, evergreen content that people are searching for, it has the potential to rank high in Google for more keywords over time. And this generates consistent search traffic growth, like this:And it’s not blogging-specific. Ever since we put significant effort and resources into growing our You, Tube channel, our number of views has been growing up and to the right:Because all of this traffic is organic, our entire marketing team could take a short break, and traffic would continue to flow—at least for a while.

Now, there are many ways to pull people into your marketing funnel and nurture them, but content marketing is arguably one of the simplest and most effective. Here’s how it might work in practice:Let’s say that Billy wants to drive more traffic to his site, so he searches Google for “how to drive more traffic to your website,” where he comes across our article.

A few weeks later, he clicks a post about SEO on Twitter. That post talks about the importance of backlinks and recommends our free backlink checker. Billy uses this to see how many backlinks his site has compared to the competition. Seeing how few backlinks he has, he looks for You, Tube videos about building links and comes across our video:At this point, he’s absorbed so much from our content that he decides to sign up for our trial.

Impressed with the functionality of our tool during the trial, he signs up for a monthly plan. You can see that in this example, content marketing was crucial in attracting Billy as a customer. If we didn’t have content for each stage of the buyer’s journey, he probably wouldn’t have ever signed up.

3. Content marketing helps fuel other marketing channels, It isn’t easy to utilize many modern marketing channels effectively without content. For example, take a look at any brand’s social media profile. You’ll often see that much of what they share is blog posts and video content. It’s the same story for email marketing.

4. Content marketing helps to educate potential customersTim, our Chief Marketing Officer, once told me:My theory is that people don’t sign up for your tool and then learn how to use it. My theory is that people first learn how to use your tools, and they sign up because they know how to use your tool.




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