A conscious approach to content marketing
WHERE DO I START?
Small businesses beginning to dabble in content marketing have all felt the overwhelm of this question. Approaching the digital world through the lens of content marketing is a bit like opening up a Pandora’s Box filled with panic and possibility.
It’s the possibility and immediacy that gets you hooked. It’s so easy to share. (Obviously, there’s plenty of shit out there - or noise, or clutter or whichever buzzword you prefer to use to describe this phenomena of copycat posting in a bid to go “viral”)
But for small businesses and solopreneurs ready to share their stories, the right place to start can be a tricky spot to find, (especially if you identify with some of those A-type personality traits like I do.)
A CONSCIOUS APPROACH TO CONTENT MARKETING
As a journalist, content producer and now, small business owner, I’m guilty of striving for complete excellence in my work before sharing it with my editor or hitting publish. This comes despite knowing “perfection” only ever exists in the eye of the beholder.
I’ve spent enormous amounts of energy tweaking, refining and flat out discarding my work before sharing it. This cycle has been the biggest hindrance to my productivity and personal contribution to the digital space.
While I value processes, high standards and quality story thanks to my career beginnings as a newspaper and magazine journalist I’ve come to learn that the simple act of sharing value is what creates momentum and invites integration in the digital space.
Do not mistake sharing value for the pointless and incessant publication of basic banalities across the internet. A conscious approach to content marketing is meaningful, integrated, multi-faceted and grows when nurtured - much like a personal relationship.
"Content marketing has gone back to the basics. Rather than aggressively pushing a product or trying to outsmart algorithms to achieve a coveted spot on the first page of Google, content marketers are focused on forging meaningful connections with humans. In 2018 we’re about connecting with a human with a specific need at a specific point in their customer journey, and then meeting that need.” - Vertical Measures
HOW TO GET STARTED WITH CONTENT MARKETING
CONTENT INTEGRATION CHECK LIST FOR SMALL BUSINESSES
The following check list of content integrations will support the success of your digital publishing efforts as a business. Perhaps you can already tick some of these off? And those you haven't can be a new starting point.
Find your audience. Who am I serving?
Write a list of solutions that only you can offer your customers
Use this list as the beginnings of your content calendar (blog, video, podcast ideas)
Find somewhere to host your content
Edit content (have an extra pair of eyes check for spelling errors or typos. We all make them!)
Include photos, videos and internal/external hyperlinks within your content
Alt tag photos included within your content
Do Keyword research. Here’s an incredible resource to learn more about its effectiveness:
Include relevant key words in the content copy (these work great as headings and subheadings)
Create an appropriate, short synopsis/meta description (approx 300 characters) for your content.
Share + link to blog post on social channels
NEED MORE SUPPORT INTEGRATING YOUR CONTENT?
Why not take advantage of my digital transformation coaching program? - It involves face-to-face or video call meetings (for remote clients) where I offer practical, accessible and effective techniques to blast though the stressors and other challenges that that prevent most of us from attaining our goals and ultimately our potential. I guide my clients to overcome this cycle of resistance™ with my two-step approach True Intention ™ and Aligned Action™