Content Marketing for SMEs

Great content working for your website

What is Content Marketing

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.

Forbes explains content marketing

Content Marketing for SMEs

The internet did a wonderful thing. It made it possible for SMEs to compete with the big business of the world. 

The internet is a level playing field, where all companies are equal.

The level playing field does not make it easy. A lot of hard work is still required, however using the right team to support your business means you can make the most of the internet.

One of the ways to do this is to use content marketing. 

A good content marketing campaign can increase awareness of your brand, product or service without costing the earth.

Strategic Content Marketing

With a good strategy and understanding of your target audience, content marketing campaigns that make use of your website, social media such as Facebook, LinkedIn and Twitter or video sites such as YouTube can take you to the next level.

A good content marketing campaign will have 9 stages:

Goal Definition

Before you can begin any campaign in Digital Marketing, you need to define your objectives. That is you need to know what it is you are trying to achieve.

To do this effectively, you will need your digital marketing team and the stakeholders.

The stakeholders could be, clients, business owners, heads of marketing or other senior members of the business.

The goals for the content marketing campaign should be aligned with either long term or short term business objectives.

The goals of a content marketing campaign can be varied, but typically are based around one of the following:

  • Build Brand Awareness
  • Build Followers
  • Get a certain level of engagement
  • Drive traffic to a website
  • Build prospects list

Just remember when you are setting the goals you need to be able to track them effectively. They should be SMART – specific, measurable, agreed upon, realistic and time-based.

So, for example, a campaign may be to obtain 1000 twitter followers in the next 6 months. It is specific, it’s measurable, it is agreed upon, the realism depends on your business, resources available and industry, and it is time-based.

Each campaign can have more than one goal, but remember the more goals you have for a campaign, the harder it becomes to measure them. 

Also one goal can apply to more than one campaign. However, we don’t recommend this unless you have an experienced team that knows how to track the different campaigns separately.

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Target Audience Definition

It is essential for any Content Marketing Campaign to have a clear definition of the target audience.

Audiences will use different media, in different ways at different times. Therefore to ensure the best possible chance of getting your message in front of the right audience, defining the audience is crucial.

Building customer profiles is an excellent way to organise and define your target audience. These can include:

  • Name
  • Age
  • Sex
  • Job Description
  • Interests
  • Hobbies
  • Family
  • Social Media Activities

The more specific you can be with these the better, however ranges or NA are OK at the right times.

Competitor Assessment

For each campaign understanding what your competitors are doing can really help boost the results. 

You can see what types of content your competitors are using, if it is getting any results (within reason) and use this information to help guide your campaign.

After all, why would you run a campaign the same as your competitors if you can run one that is even better!

Competitor assessments to review your competitor’s behaviours, what social media they use, how they apply it and what other websites they are working to get content on gives you a competitive edge.

Media Assessment

Now that we know what we want to achieve (Goal Definition), who we want to see our content (Target Audience) and what our competitors are doing we can start to think about what the best media to get our message out is.

We need to think about all the possible options here, from social media and blogs, our own or other sites to news sites and article sharing sites. 

Consider each option with the campaign goals in mind, the benefits and user base of each platform.

Ideas Generation

Now its time to get out the whiteboard and post-it notes. It is time to start generating ideas. At this point, no idea is a bad idea.

Start by making a list of broad topics that you think might work for your campaign, then start to get more specific.

If you are struggling for ideas, this keyword tool list from backlinko might help.

Once you have a good list of ideas, its time to narrow down to just a few, only the ones to start with at the moment. 

Don’t throw the others away, keep them for future reference for this campaign or maybe other future campaigns.

Calendar Generation

Now it is time to start planning when you will release your content and on which platform or platforms, you should also schedule follow up posts to support the original.

Take your time and make use of the previous steps to guide your decisions.

The calendar should include:

  • Working Title
  • Platform
  • Day/Date and Time – can be multiple days or times or both
  • Follow up posts

Once you have a list great, there are lots of other pieces of information you can include if you want, but these are the main ones we like to use.

    Content Generation

    You know what you want to achieve, who you want to target, what media you are going to use and when you are going to release it, all you have to do now is write the content.

    Its time for the exciting part, now you get to write the content. 

    Using all the hard work you have already done you can write the articles, posts or make the infographic for your content campaign.

    Remember once you have generated the content, put it to one side for a day or two, then go back and review it!

    Once you have reviewed the content and are happy with it, put it somewhere safe and get ready to deliver it when the time comes.

    Content Delivery

    Your content is ready. You have prepared your delivery schedule(content calendar).

    Now it is time to start delivering your content. Login to the desired delivery method, your blog, a social media account or other websites and upload your content. 

    Once you have uploaded it, its time to share the content, make use of all your social media accounts, plus any other relevant websites and share your content.

      Analytics Review

      You have been running your content campaign for a week or more, now its time to see how well it is working. 

      Login to Google Analytics or your SEO tracking software and review your traffic and sources.

      Is your campaign working? Do you need to tweak it a little?