Use Your Business Plan to Create a Content Marketing Strategy

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Have you run out of ideas for blog posts on your small business blog? Did you start your blog with great enthusiasm then encounter writer’s block, wondering what to write about next? This is pretty common. Many entrepreneurs who started out full-steam ahead haven’t written a blog post for months and now wonder why they even have a blog in the first place.

Don’t despair and don’t give up just yet. There are strategies to overcome this situation. Short of hiring a small business blogging service, here are some tips that will help you to create a viable, long-term content marketing strategy for your business.

Mining for Content Gold: Revisit Your Business Plan

Many small business start-up owners have written a business plan prior to their opening day. Business plans are often compared to a road map of where the business will go over the near- and long-term life of the company. If you’re an entrepreneur thinking about creating your own small business blog, you’ll be pleased to know that some elements of your business plan can help you to work out a clearly-defined content marketing plan, too.

Good market research is one of the building blocks of a well-written business plan. It will help you better understand your industry, your competition, and your target market. That’s why the marketing section of your business plan is the perfect section to re-visit as you start thinking about your content marketing plan. This plan will include your blog, social media usage such as Facebook, Twitter, LinkedIn and so on, and any of the other ways that you share information valuable to potential and existing customers (e.g. newsletters, eBooks, etc.).

Five Short Steps to Blogging Success

Here are five steps you can take to get your content marketing plan working for your business:

  1. SWOT Analysis
  2. Position Yourself
  3. Stake Your Territorial Claim
  4. Create a Content Marketing Plan and Schedule
  5. Execute Your Content Marketing Plan

SWOT Analysis

A SWOT analysis is a good place to start. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. You should have a clear idea in your mind of who your competitors are, whether you’re a start-up entrepreneur or a seasoned business owner. You have your strengths and weaknesses, and so do your competitors, whether in the form of the inventory you/they carry, your/their customer service, your/their marketing efforts, etc. You can exploit their weaknesses to strengthen your business, just as they can yours. Remember, you should look at local direct competition, local indirect competition, online direct competition, and online indirect competition, even if you’re a traditional brick-and-mortar retailer. You especially need to know what competitors are doing online to position themselves in your market.

In addition, you should be aware of a variety of opportunities and threats in your industry. Opportunities are things like new products coming to market that you can jump on, consumer buying trends that you can exploit, a local competitor business owner retiring or selling (e.g. this might mean that you could shift your products and services a bit to accommodate that business’s customer base), and so on. Threats could be anything from new government regulations (at all levels of government), a competing business opening up, a supplier going out of business, and above all, the activities of direct competitors.

The Microsoft Office website has a number of free SWOT analysis templates that you can try out or simply create the SWOT grid in a spreadsheet and fill it in. This is a good place to begin if you are in the start-up phase or you are already in business but you haven’t looked at your business plan for a while.

Once you understand your market and your competitors, you’ll be able to position yourself better in the marketplace and stake your territorial claim. How to do that in your particular industry is outside the scope and intent of this blog (however feel free to direct questions to our comments section or by email). Helping you to understand how your content marketing plan fits in with that positioning is our goal here.

Now that you know your business’s positioning in the market and have staked your claim, you can start to take it online in the form of content marketing. One place to start is simply telling potential customers about you and your business. You could answer the following questions that customers might have in your first blog posts:

  • Who are you?
  • Why should I trust you?
  • What products and services do you sell?
  • What is your customer service policy?
  • Why are you better than the guy down the street?

These are all questions most of us have asked when considering a new business, whether it’s retail shopping, eating at a restaurant, or even hiring a lawyer or realtor. Many customers want answers to these questions.

Of course, you need to make the answers seem like they’re not answers to questions at all. They should just come out “naturally” over the course of several articles. You’re writing blog articles that must be interesting and informative, after all. Simply writing a two paragraph blurb that amounts to, “I’m Jane Doe and I’ve been in this industry for 20 years and decided I want to have my own company”, really isn’t telling customers who you are or what your business ethos is or much of anything else. Be creative. Explain your passion for your industry. Get your customers excited about it, too.

Next, write to your position in the marketplace. Again, what specifically to write is your decision because you know your business and your market. Remember, though, that this generally means writing quality content that will get you recognized as an expert, because people who like it will share it with others. This sharing creates more and more traffic and makes it more likely that search engines will pick up your blog first. Sharing your own blog post links on social media sites like Facebook is also essential for visibility. To use that process most effectively, you may need to hire someone who specializes in that particular type of content marketing.

As to how to put together a sound content marketing plan and an editorial schedule for writing your small business blog posts, that is what this blog is about. In future posts, you’ll find creative ideas for blog posts for your business and details about how to put together an editorial schedule that will keep your blog interesting and constantly fresh. Please follow us to access the latest information.

The Small Business Blogger’s Blog is written with the small business owner in mind. Remember: Small business blogs should be about the business and its customers, not about the owner.

Have a question about small business blogging? Leave a comment or visit our Facebook page!

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