7 Considerations for Small Businesses on Content Strategy

Post written by Megan Dennis
On Thursday, April 18th, 2019

Source: Pexels

Whether you have an online business, a local packaging shop or even a cafe, you are always looking for ideas to make your business successful. Every business, whether it’s small or big, needs a Content Strategy. According to the Content Marketing Institute’s 2018 B2B Benchmarks report, a well-documented content strategy is necessary for making your business work, but only 37% of marketers have one.

Importance of a Content Strategy

In the beginning, making a content strategy seems like an extremely hard task, as you are not sure what to include, but once you have figured it out, everything else becomes easier. It helps in creating new ideas, measuring the company’s success etc. If you have a small business, or plan to start one, we recommend you begin with crafting a content strategy.

While every brand is unique, their strategy includes some shared main elements. No matter what your business aims are, an all-inclusive content strategy helps you in every step of your marketing process. We have researched, and jotted down 7 considerations for Small Businesses on Content Strategy, you may not need every one of them but they are important to make sure you have a solid foundation.

Set your Goals

The entire content strategy is created through the goals you try to achieve for your business. You need to start with identifying the answers to the following questions:

  • What are you trying to achieve?
  • Why are you creating this content strategy?
  • Is your content enough to achieve your goals?
  • What is the priority of your goals?

Once you and everyone on your team are clear about the goals, it’s easy to plan things ahead.

Journey Mapping

Crafting a content strategy can become really conglomerated, so it is better if you map everything clearly, from creating awareness to making decisions. Map out the details in such manner that you know which stage who is working on, and how will they move on to the next. You can start your journey mapping on a white board, and once things are clear, you can move it to the digital platform to add in your strategy. A journey map includes everything from marketing automation system to editorial scheduling, and it helps in dealing with tactical discussions.

Audience Insights:

To make constraining content, you need to be sure of the audience you reach out to. Knowing the audience is necessary to make sure your ideas reverberate with their mind set. The following questions are the ones you need answer, to collect your audience insight:

  • Who are you trying to reach?
  • Why are you trying to reach them?
  • What are their demographics?
  • What are their geographical locations?
  • How will you reach them?
  • How do they communicate?
  • What are their interests?
  • What makes their lives easier?

Once you have figured out your target audience, you can then shape your strategies according to them. Offer Factor is a great example with the perfect insight of their audience. It is a clothing store for men and women and their designs speak for the audience they try to reach.

Channel Opportunities

After you have figured out your target audience, the question which arises is how will you reach them? You can do this by examining the channels you use, then decide how you will target those personas. Ask yourself the following questions:

  • Where will you reach people?
  • How will you reach them?
  • What are the best times to reach them?
  • What communities do they belong to?
  • What do they read?

Allocate a Budget

Once you start working on your content strategy, you will realize how it benefits you by appropriately budgeting money, time and resources. We recommend while crafting your strategy, ask your in-house team to manage for an extra budget. You can make this an opportunity in getting more value out of the content you have created. You can also hire a content agency or vendors to help you with your budget allocation.

Keyword Strategy

Every business needs a good SEO and for that you need a good Keyword strategy. Start with researching and finding out the most applicable terms, then be sure you make use of those terms in your content. SEO is a practice which will always be evolving, but there are two things which will always remain the main goal of the search engines, those are;

Relevance: Search engines favor content which receives the most clicks and engagement rates, meaning content which is considered to be highly relevant to the audience.

Quality: This is one thing that cannot be compromised on. A good quality content does not have any fixed formula, all it needs is a strong narrative.

You can also distribute your keyword strategy, meaning it can be promoted to journalists at high-value domains, this will help your brand site in getting expert recognition by search engines. Wix is one of the best website builder today for SEO.

Tech Infrastructure

For your business to create, publish and distribute content, you may require some capabilities which you don’t already have in-house. This includes dynamic visualizations or inter-actives, and to have them you need to have a tech infrastructure. Your content strategy planning should be in alignment with the infrastructure of your technology. Following is what you need to make that possible;

  • Content Management System
  • Tools for Design and Charting
  • Proprietary data collection and storage
  • Content Platforms
  • Marketing Automation
  • Paid Media Software
  • Customer Relationship Management Software

Together these points can help you in making your small business a success, but it is also important to remember that no matter how good of a content strategy you have, you always need the right team of people to make it happen. Make sure you have one, and all of them are on the same page at every stage of content strategy planning.

About the Author:
Megan Dennis is a passionate blogger at PNC Digital, an Orlando based digital marketing agency. She specializes in SEO and SEM techniques. Follow @megandennis07 for more updates.

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