The only way to maintain consistent delivery of content is by making a plan and following through
A content marketing plan ensures you have ongoing, consistently good content to:
- attract leads
- build relationships
- get shared
- improve search engine rankings
- serve your customers
If you want to market your business using relationship-focused inbound marketing techniques, you need quality content. Without it, you have nothing to be shared, you have nowhere to send potential clients for more information, and there's no reason for anyone to join your email list. Without content, online marketing doesn't exist.
Why is it a bad idea to turn on the tap only when you need to generate business?
Companies that maintain contact during good times have relationships to fall back on during bad times. Those who decide they must emphasize communications only when they start losing customers put themselves at a disadvantage, because it takes time to build up good content.
Turning off the tap at any point in the ongoing content creation process will mean a lot of backtracking and a lot of time wasted when you actually need the content to be available. You’ll need to come up with ideas, then find writers or do the writing in-house. If you haven't planned for it, you'll have to somehow wedge it into your budget.
No matter where you are with the content you've already produced, it's never too late to make a plan.
- You haven't started creating content yet.
- You have some content, but it’s haphazard at best. A blog post goes up when the urge strikes. The newsletter gets sent on an irregular schedule because it’s a scramble to figure out what to put in it and who’s going to do it.
- You have lots of content, but it’s disorganized. There’s no clear vision of the purpose of what you create, and there’s no long-term plan in place.
Get started with your plan. Start thinking strategically.
What kind of content is best suited for your marketing needs? Take into account the information prospective clients need to overcome any hesitation they have about using your services, and align that with the buying cycle and the specific goals you have for your business.
Once you know that, then should you and your team produce it yourselves or should you have someone else do it? Even if you decide to outsource, you still have to decide what to produce. That means you need a stream of ideas, and you need to know when and in what form they’re going to be published.
Then, if you’re going to outsource, you need to find service providers.
If you’re going to do it yourself, you need to know what the best practices are for writing, design, production, and distribution, along with all the best tools for your needs and budget.
If that all seems a bit overwhelming, here’s some good news. You don't have to do everything at once. Break the process down and take on one step at a time.
Step one is to determine exactly what content your business needs to meet its goals. Fresh Mix can help you get started.