Step 3 : Set up Your Marketing
The simplest way to draw up a basic content marketing strategy is by answering these questions :
• Who are your customers ? Create personas of your current and your target customers . You don ’ t need to flesh them out in great detail , but enough for you to be able to describe them in one sentence .
• What do you want to achieve with your content ? Generally speaking , you want your content to drive sales , grow search traffic , build authority , and generate leads . But not all at once . Each piece of content you publish will influence one of those factors , and you just need to remain alerted so that you don ’ t end up influencing one factor only .
• Who are your competitors ? Look at both direct and indirect competitors , anyone who could draw customers ( and business ) away from you .
• What makes you unique ? Remember your differentiator ? How can you incorporate that into your content , either in tone , or topics covered ?
• How often will you publish new content ? It isn ’ t feasible for any small business to try and publish new content on a daily basis . Once a week , or even once every two weeks is more manageable in the beginning . As your business grows , so too can your publishing schedule .
• What are the problems your customers are facing ? This involves not only listening to what you customers talk about , but also what is being discussed online about their industries .
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