Content Marketing and Strategy for Small Businesses and Non-Profits
How to succeed in content marketing
You succeed in content marketing with a content strategy. There’s also SEO (more on that, later). You need to have a plan and stick to that plan.
If you’re just starting, it can take 6-9 months. You’re probably writing your own blog posts, given the size of your organization, but how do you keep going for 6-9 months?
You’ve got a lot of work right in front of you that you could be doing, so you could just let your blog go. But an inactive blog is like a dead rose bush in front of your house—is anyone home???
How to do content strategy
Content strategy looks like this:
Content A first (probably a blog)
Bite size chunks as Content B for social media
Take it to a different medium as Content C
You plan your content, track what is performing well, and expand on the content that gets the most views and shares.
But when you bring in search engine optimization (SEO), you can see you have to do better than just string together some tips and tricks!
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SEO and content strategy
SEO relies on keywords. You have to research what keywords your target audience is using online. Write descriptive titles:
“how to…”
“when to…”
“5 tips for…”
You use a variety of tools to research all this, from typing things into Google and seeing what comes up to expensive paid search tools. All of them take time and experience to use correctly.
The more you dive into it, the more you find you’ve got to do. Could you just hand part of this off to someone else?
Delegation of content strategy
If you were a big organization, you might have a full-time content manager. Maybe your marketing person could squeeze this in with everything else they do. Whatever you do, DON’T just hand it off to your intern who’s “good with computers!”
Maybe you’re creating your own content. But do you have the brain space to figure out WHAT you should create, AND to make it high quality?
You have to give this to someone who can make it their main mission. Maybe it is something you could learn to do, but you don’t have the time to do it right—nor can you afford to get it wrong.
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