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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