Bettyanne Green

Content Marketing Strategist | Concierge Copywriter

Are You Winging Your Content Marketing Strategy?

If you’re like most solo/small business owners, you’re busy spinning so many plates to keep your business running that your marketing gets pushed to the back burner. You’re not intentional or strategic about your content marketing – in fact you’re winging it! Am I right?? C’mon you can tell me – we’re all doing it, even the Big Fish in the Business Sea!

According to Content Marketing Institute’s 2015 content marketing research survey, only 27% of B2C (business-to-customer) marketers reported having a “documented” content marketing strategy. 55% of B2B (business-to-business) marketers said their organization is not clear on what an effective content marketing program looks like.

Sadly, you’re in good company with the Big Fish.

But here’s the good – no, great – news: If you’ve created a business that is your passion, your heart, a major part of who you are and the purpose you want to bring to the world…then you’re already an accomplished content producer! You just have to get more intentional and strategic about it.

My main takeaway for you (in fact, the passion, purpose and heart of my business) is this: Your message is too important to wing it!

Your content is your connection to those people who will become your avid followers, valued referral sources, and well-paying loyal clients. They need you and are waiting to hear from you, about you. And without these folks, of course, you have no business.

So it’s time to bring your content marketing writing and strategy to the front burner where it belongs. Time to stop throwing content spaghetti against the wall in the hope it will stick. Time to stop wasting your precious time and money by winging it.

What is ‘content’ anyway?

One of the most frequent questions I get asked is, “What does ‘content’ MEAN?” And as the stats imply, a lot of organizations are mystified by the concept of content marketing as well. What I often see in my clients is a perception that ‘content’ is complicated, expensive, for bigger businesses – and too overwhelming to deal with. Not true and counter-productive to business growth!

My definition of ‘content’ for you is simply: What you know and what you love about your business, which you share to improve the lives of your readers. That’s all – no mystery here! You love to talk about your business because it’s so close to your heart and you’re enthusiastic about the value you bring and the change you inspire and the problems you solve for your customers, right?

Now you know something many of the Big Fish don’t – that you had the content in you all the time (a la Glinda the Good Witch) and you don’t have to buy it, outsource it, process the heck out of it before being successful at content marketing. More great news!

Now let me give you my quick-and-dirty definition of ‘content marketing: Being intentional and strategic about sending out the right messages (content) to the right places to attract the right people. No mystery there, either! The takeaway here is “being intentional and strategic.”

You don’t have to wing it anymore.

To understand these two concepts about content and content marketing is to take a giant step in shifting how you approach marketing your business. You see that producing your content doesn’t have to be complicated, time-consuming or expensive. You realize that you get the best results when you are being creative, being yourself, and having fun with it. You begin to plan ahead and pay attention to how you’re going to share that content to the greatest effect, to connect with the people you love to serve.

So this is clearly the tip of the information iceberg. In upcoming blogs I’ll share with you some nuts-and-bolts of content strategy like making a content marketing plan, what social media channels are best for you, why a content calendar is key, what ‘curating’ content means, and other not-very-sexy-but-oh-so-important goodies to help you market your business with confidence and results!

If you have a question on anything related to marketing your business, would you jot it down for me in the comment section below? It’s the best way for me to serve you and I’m sure other folks will benefit from my answering your question as well. Let’s lift all boats – thanks in advance!


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