Build a Content Marketing Plan Like an Agency (A Checklist)
The unique approach to our agency can be boiled down to one word. People.
We’ve had multiple clients come to us and say, “Well, I used a content writer before and it didn’t go well.” But then, it goes well with us. Why? We write for people.
People are what drives content marketing. Not just our team of people (who are awesome), but the people who are making the decision to do business with you. We know what motivates people because - spoiler - we are people! That not only includes what we write about, but how and when we post about it. (Because nobody wants to see your content too often, and a sensitivity to world events is key in maintaining trust with your followers).
So how can you approach your content marketing like a pro? Here’s a good start:
_ Define your goals. What do you want your content marketing to do for you?
_ Create a buyer persona for your ideal client(s) and determine where they are most engaging with your content (website, email, social media, etc.)
_ Review existing content and its performance
_ Audit your current channels and stop pushing resources into channels that aren’t doing well (bye, X!)
_ Research competitors - what are they doing well that you want to do more of?
_ Determine which content you can create with the talent you have in house (blogs, videos, infographics, etc.)
_ Develop a content calendar so you can build consistency for the next 90 days
_ Review performance after 90 days
It’s important to keep in mind that no matter what your goal (more website visitors, better reach on Instagram, etc.), the internet is a crowded space. Even with a consistent and strong social media strategy in place, organic content can take up to one year before you start to see the return.
If patience isn’t really your thing, and you don’t have the dollars to push towards advertising yet, use this time to learn more about your audiences and their behaviors with your content. What do they engage with most? Do you see lulls in engagement and reach during certain times of the year? Get curious about what is working and perhaps what isn’t. And try to keep in mind: investing the time and resources into your organic marketing is like planting bulbs now for the spring. You may not see the results of your labor for a while longer, but the pay off is certainly worth it.