So you’ve done your due diligence in researching and embracing the content marketing revolution, even reaching a certain level of success.
Looking ahead, many marketers are realizing that in spite of small victories their small business marketing strategy may need some healthy tweaks for the coming year.
Here are 5 way to revamp your small business marketing strategy:
1. Trim the Fat
A content audit should be done annually at the least to ensure your content remains fresh and your website consistently authoritative.
Find anything that you realize is not longer relevant or stale? Dump it – it’s liberating!
Broken links and outdated content slows down search engine results and gives new visitors to your site a bad first impression.
Don’t forget to use 301 redirects to point visitors to the new version of a permanent page.
2. Maximize What’s Already Working
Use analytics to identify top performers: blog posts, white papers, eBooks, webinars, infographics, video and more.
Don’t forget to review which topics are resonating on social!
Invest the majority of your time in making the top performers even better and finding ways to replicate those wins.
3. Give Your Visitors Something to Smile At
Kathy Klotz-Guest reminds us to lighten up a bit, get rid of what she calls jargon-monoxide, and communicate with your customers on a more personal level.
Kathy advises “Start small, have fun, see what works, and then do more of the stuff that your audience connects with.”
Allow some of your brands personality to be visible to provide new visitors the chance to connect on a deeper level and transition into returning ones.
4. Be Intentional in Planning Your Content
Seek input from across your organization so that your content efforts best promote your brand.
Once your team’s objective are in place, take a step back and plan.
What are the aggressive numbers and goals you would like to reach over the next 12 months?
5. Schedule a Brainstorm
Big ideas don’t just pop out of nowhere. Get your team away from the office for an idea generating session. To get the most out of this planned time:
- Identify a leader who can keep things organized.
- Establish structure for a fast-paced discussion.
- Encourage participants to have their own private brainstorm beforehand so they can share the results with the group.
- Define the next steps and settle on a timeline before those great ideas fall into a black hole.
From this session you’ll get feedback on tactics, design and more.
How long has been since you updated the look and feels of things? Has your brand changed significantly and does your content reflect those changes?
It’s easy to become a bit overwhelmed by the growing demand for new content.
If you realize that you are being pulled in too many directions, take same time to refocus on your core objectives.
Tim G is a freelance writer with WriterAccess. Are you looking for quality writers to grow your content team and potentially hire freelancers?
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