Tag Archives: Content Marketing for Growing Businesses

Make the Most of Your (Small) Content Marketing Budget

 

contentmarketing

Most business owners understand the potential of content marketing—at least in hypothetical terms. Sure, you could make a big impact on your audience, if you had the time and resources to develop new blog posts every day, produce blockbuster-quality videos, and engage your users on social media 24/7. The problem is, very few businesses can actually do that—and smaller companies are especially limited in their content marketing resource allocation.

That doesn’t mean you can’t employ content marketing effectively, though. You don’t have to choose between breaking the bank and neglecting content marketing altogether. You can make prudent, judicious decisions to develop and deploy content in a cost-effective manner.

Here’s how.

Start with Your Costs

A good place to begin is by evaluating how much money it actually costs you to produce a piece of content—a blog, a video, a white paper, or what have you. Either get a quote from your freelance writer, or calculate about how much time it will take you to develop the content yourself. Assign a rough cost estimate to each type of content you might produce.

Then get a baseline of which content is most effective. There are plenty of metrics you can use. Look at social sharing, website traffic analytics, the Facebook posts that tend to get likes and comments—any statistics you can look at to determine which types of content are effective for your brand and which are not.

Comparing costs to total efficacy can help you winnow the content types you might employ—and show you some direction you’re better off just forgetting. If it costs you a ton of money to make a video and nobody ever shares or responds to your videos, for instance, then that’s obviously a non-starter, at least for now.

Focus on Quality

A common misconception is that you have to produce a ton of new content every week or even every day for content marketing to be effective. While consistency is key, quality is ultimately more important than quantity. It is both more affordable and more effective to draft one really killer, engaging blog post each week than it is to bang out five or six suboptimal ones.

Schedule some time on your calendar to really focus on coming up with killer content—maybe two hours every Thursday morning, for instance. If you end up writing three killer posts in that timeframe, great! But if you only come up with one really good one, that’s fine too.

Curate and Recycle

Remember that not every piece of content you deploy has to be original work. Content curation is a hallmark of effective content marketing. Sharing relevant articles from other sources can help build your authority and enhance your thought leadership—just so long as you sprinkle in some original posts, too.

You can also save money by recycling and repurposing content. A great blog post can be broken down into a series of tweets or even used as a video script. If you have some really engaging content, don’t squander it. Use it more than once!

Think always in terms of your goals, your costs, and your content quality. Those are the key concerns for any small business looking to leverage content marketing effectively—without going over-budget in the process.

Advertisements

Leave a comment

Filed under Blog Writing, Content Marketing, Content Writing, Social Media

Content Marketing for Growing Businesses

iStock_000018132100XSmall-300x199

Content marketing doesn’t come in a neat and tidy package; it’s not a one-size-fits-all kind of deal, but rather it varies depending on the industry, the target audience, and the nature of the company itself. The marketing endeavors of a startup company, for example, are going to focus on establishing what the brand is, and what it stands for. The marketing for a Fortune 500 company will look very different, and may have more to do with cultivating trust, facilitating brand associations, and pushing back against any public misperceptions.

What about the company that falls somewhere between those two extremes, however? What kind of content marketing do you need for a company that’s well past the startup stage, but isn’t quite a big or even necessarily a medium-sized business yet? In other words, what kinds of content marketing do you need when it comes time to grow your small business?

Thinking Twice About LinkedIn

Again, there is no across-the-board right answer here, but we can tell you this much: If you came to Grammar Chic and told us that you’d long invested in content marketing for your small business, and now were looking to really take things to the next level, the first thing we’d ask about would be LinkedIn. LinkedIn is often ignored by small companies that want to invest their full time and resources into Facebook and Twitter, and that’s understandable—but if you want to build a bigger audience and move your company into the next stage of growth, LinkedIn is invaluable.

Simply put, LinkedIn is the best tool for enhancing your visibility and clout among other businesses in your industry. Post status updates every day. Join some groups, and contribute to industry-specific discussions. Connect with big players in your industry. Make it clear that your company is a vital part of the industry in question—that you really deserve a place at the table. That’s what LinkedIn is good for!

Starting a Newsletter

Something else we’d recommend: Start turning past customers into repeat ones. A great way to generate customer loyalty is to start up a monthly email newsletter. Use MailChimp or Constant Contact to create a mailing list of your past customers, and include a link on your website and on invoices/receipts where people can sign up. Send out a monthly update, just to keep in touch with customers and let them know about new products or promotions; a second, shorter, follow-up email should be sent to those who open the first message.

Convert Ambassadors

A final thing we’d recommend: Start turning some of your fans and followers into true brand ambassadors. Enlist your best customers in spreading the word about your business. Engage them personally on Facebook and Twitter, thanking them for their support. Hold a contest or even give away a friends-and-family discount to those who help you share content and spread the word about your company.

These strategies won’t grow your business overnight—but grow it they will if you’re patient and strategic. To learn more, or to get a free consultation, contact us today: Visit www.grammarchic.net, or call 804-831-7444.

Leave a comment

Filed under Content Marketing