But wait, how much do those fancy new strategies cost again?
And furthermore, who is going to implement those?
There are some really great content marketing ideas out there and some wonderful companies and organizations that have (what seems like) unlimited resources to carry them all out. But we’re not all in that same boat.
And so, this post is for you—the solo marketer for your organization (or one of the mighty few that are charged with all things marketing). Ideas for keeping up with content at a pace (and budget) you can handle.
Create a routine
This may sound simple, in theory, but we’ve all been there before. We say we’ll do something and, if we don’t write it down, it doesn’t happen. The same holds true with content marketing.
Make content a routine and stick to it. Set aside certain times during your day or week (really, block them off on your calendar) for content. Think about:
- Setting aside 10 minutes a week for Twitter research and use that as a source to develop ongoing blog content, shared social media posts or topics for newsletter articles
- Giving yourself 15 minutes a day: Log in to your online channels (ie: blog, social media, etc.) for 5 minutes at the start of the day, middle of the day and end of the day to check for conversations, mentions or comments that need approving or responding to.
- Developing a monthly content calendar that has all of your channels (including print, if needed) for content. I have a few included in my “Best Practices in Social Media” eBook.
Understand your audience
Even when we sit in the latest-greatest workshop about up-and-coming trends in content marketing, those particular tools may not be best suited for our audiences. You know your audience best. Embrace that and own it.
- Define your target audience. There is no need to please everyone and honestly, you want to put the bulk of your resources where the bulk of your audience is
- Choose the top 3 (or less) relevant channels where your audience is most apt to engage with your content and focus your efforts there.
- Ask for ideas! User-generated content is great because it allows us to engage our audience AND it takes some of the work off of your shoulders for always needed to think of new, innovative and interesting content to post
Are you putting content out there just for content’s sake? Content marketing is for the long haul. Think about some of these questions, make note of the answers, and keep them in mind anything you do anything that is content-specific.
Make sure your content marketing tactics fit with your organization’s overall objectives and goals. If it doesn’t, skip it and move on to another tactic. Content is fast-paced; it’s OK to move on when something isn’t working.
Be Consistent and Patient.
Rome wasn’t built in a day (yep, I used that analogy). But really, it’s important to remember that. You are only one person (or the mighty few) and it makes more sense to be phenomenal at a few things than it does to be mediocre at everything. Results will take time. While you’re waiting:
- Don’t be afraid to re-purpose content. The article that everyone loved in your member newsletter? Turn that into a short blog post, a 2-minute video slide show, an infographic or a meme.
- Plan ahead. This is where content calendars come in to play. If you know you have a huge event coming up next month, allow yourself time to schedule your content in advance so that you don’t lose any momentum you’ve built
- Utilize scheduling apps. For instance, SproutSocial is an application that can be helpful in keeping content consistent and track ROI.
BONUS: When in doubt, delegate. There may be others on staff that can help with content strategies throughout the month. Ask your executive director to send you bullet points of the top 5 things they learned at a recent conference (and turn that into a blog post) or, ask your intern to take pictures of your latest new member breakfast (and share on Facebook).
It’s OK to start small and grow as your resources grow. There are lots of content marketing firms out there
that can help you get started with strategy as well and then give you the reigns to take over. Do what’s the best fit for your organization (and sanity!) and all will fall into place.
This guest post was submitted by Melissa Harrison, founder and CEO of Allee Creative, LLC, a content marketing and branding firm in the Twin Cities. Melissa has more than a decade of experience in content management and strategy, branding and design, working with organizations to build strategic social media and online content strategies. Listed as one of the “Top 36 Content Marketers Who Rock” by TopRank and Content Marketing Institute, Melissa believes that organizations must adapt to what customers want, which includes using social media and creative online content to provide relevant, consistent information, in order to survive.
Melissa is also a four-time recipient of the Hermes Creative Award and a regular speaker on the topics of branding, content strategy and social media. Melissa is also certified by Google Analytics Academy in Digital Analytics Fundamentals. Follow Melissa on Twitter.