We’re shocked by how many companies still don’t have their content marketing strategy dialed in. It doesn’t matter if you run a small-town pizza shop or a nationwide dog food brand; the fact is, if you have a business in 2024 and you are not making consistent content for the Internet, you’re doing it wrong.
It’s not expensive to produce content yourself and it’s not complicated to post it in the right places. In this article, we’re going to give you a basic content marketing strategy that applies to any business.
The goal is to create engaging and informative content that attracts potential customers, educates them about the benefits of your product or service, and ultimately drives sales. A comprehensive content marketing strategy should include a mix of written, video, and social media content, along with recommendations for posting channels and a posting schedule.
Producing consistent content around industry topics will accomplish the following:
- Establish the business as an industry authority.
- Increase brand awareness and online visibility.
- Educate potential customers about the different uses and advantages of your service.
- Drive website traffic and generate leads.
- Encourage customer engagement and feedback.
Content Types: What To Create
There are primarily 3 different types of content to create:
- written content
- audio and video
- social media graphics
Here is a brief description of each to give you some ideas for what to create for your business.
Written Content Marketing
- Blog Posts: Write SEO blogs with creative tips and ideas, industry news, announcements.
- Product Guides: In-depth information about specifications and customization options of your products.
- SEO-Optimized Landing Pages: Targeting specific keywords to improve search engine rankings.
- Customer Stories and Testimonials: Showcase successful projects and satisfied clients.
- Industry Reports and Whitepapers: Research-driven content on trends and market insights.
- Emails: Write consistent emails to your list (Company announcements, sales or when you publish new content.)
Video Content Marketing Strategy
Video has become the most popular medium for content on the Internet. It’s the best medium for explaining complicated things in a fast and digestible way.
Creating long-form videos and short social media videos is perhaps the most valuable area of content marketing strategy to focus on. Here are a few video ideas that are universal to almost every business:
- Product/service walkthroughs
- Frequently asked questions videos
- Showcase new products or sales
- How-to and maintenance videos
- Demonstrate uses and procedures
- Customer testimonials and spotlight interviews
- Highlight customer success stories
- Behind-the-scenes or company culture videos
Social Media Content Marketing
Social media content is simple to produce. You can make a whole week’s worth of social media graphics/memes on Canva in about 1 hour. They have a library of thousands of pre-made templates and millions of photos, videos, and other graphics to use. Recently they added several impressive AI tools that you can leverage.
Here are the key social media platforms and the type and frequency of content that is ideal:
- Facebook: Share blog posts, customer stories, memes and product highlights.
- Instagram: Visual content of container projects, customizations, memes and company culture.
- LinkedIn: Share industry reports, whitepapers, and professional insights.
- Pinterest: Schedule daily image posts that link to your webpages, products or videos.
- Twitter: Industry news, company updates, memes and engagement with followers.
- YouTube: Full-form videos and video shorts.
- TikTok: Short-form videos.
If you don’t have time to engage with all of these platforms, concentrate on 3 of the best ones for your niche and target audience.
Content Posting Schedule
How much content should businesses post? Quality and consistency are more important than quantity. In other words, if you can only create one piece of quality content per week, then that is better than posting daily if your content is weak.
With that said, there is an ideal amount of content creation that will get results for companies in almost any industry.
- Blog Posts: 1-2 per month.
- Videos: At least 1 video per month.
- Social Media: Daily.
- Email Newsletter: Bi-weekly.
- Existing Page Updates: 1 per month.
- New Landing Pages: At least 1 per quarter.
- Product Guides: 2 per year.
- Industry White Papers: 1 per year.
Content Posting Calendar
Creating consistent content requires organization. To stay organized, create a detailed content calendar that includes creation dates, publication dates, content titles, keywords, and responsible team members. Review and update this calendar regularly to stay on track and adapt to changing market conditions.
There are free templates for content calendars on Google Sheets. And there are decent task-management tools like Monday.com or Asana to coordinate between team members.
Imagineery Studio is a content marketing agency for small businesses. Want captivating content that converts? Contact us here!