Starting a new business is overwhelming enough without worrying about your company’s content marketing efforts. Small businesses and entrepreneurs are watching every dollar when it comes to digital marketing or printed materials.
When deciding on how content marketing dollars should be spent, starting is key. It doesn’t matter as much where you start, just that you do start. Decide what you want your messaging to focus on and take a step, no matter how small. You can layer from there.
The great thing about content marketing? It’s versatile, and a professional content writer knows how to repackage, extend and reshape it. The content marketing you do today can be a foundation for your future marketing layers.
Let’s say you have looked at your customers’ pain points and are clear on the messaging that highlights your company to them as a solution.
Maybe you start with one blog post per month on your website, offering helpful industry information and positioning yourself as an expert in your field.
From there, it’s easy to set up a company LinkedIn page, and share a link to the monthly blog post (with an introductory hook, of course). A few months later, you add the Facebook layer … breaking down an already-written blog post into four posts, for example, adding images, and scheduling them to run each week. After your company’s team grows, you layer on Instagram, Pinterest, Twitter, press releases and more.
One of my clients gave me a transcript from an online seminar she hosted. I was able to develop 12+ blog topic ideas from the transcript and get her message out to potentially different audiences.
The potential combinations of marketing layers seem endless.
Don’t reinvent the wheel when developing a content marketing plan, especially if you’re a new company without a dedicated marketing person. Just know you can layer it on over time, keeping your brand relevant, consistent and creative.