You’ve been reading about the success brands are having with content marketing and want to ramp up your efforts. You want to try some new content marketing tactics, but the hurdles that your small marketing team faces are daunting.
Creating and promoting content that’s relevant to your audience does require extra commitment for small marketing teams that are already stretched, but it’s possible to get started. Here are three common misconceptions about what you can achieve with limited budget and resources:
We won’t be able to create enough content on a consistent schedule.
Hats off to you for realizing that once you start, you’ll need to stick with it to see results. But starting doesn’t have to mean that you’ll commit to blogging five days a week and producing long-form content every month. Starting with a smaller, regular schedule that’s based on your goals builds a strong foundation of content.
Even with a conservative schedule, you’ll begin learning from your content’s performance, refining your internal processes and begin discovering more opportunities you can execute on in the future.
If part of the reason for your hesitation is that you’re swamped with other marketing duties, having an infusion of new content will support everything from social and email to PPC and search engine rankings.
We won’t be able to create high-quality content.
Producing quality content is a crucial part of a content marketing effort that sees great returns. But it doesn’t require your small team to spend thousands on writers or expensive design services. If you focus on creating content that’s helpful to your audience, you’ll be well down the quality content path. Define what’s helpful to your audience by understanding these things (which are all part of a solid content marketing strategy):
- Who your audience is and what their needs are: Building personas for your target audiences helps you recognize their motivations and pain points, helping you plan content that addresses those directly.
- What content they will need at each stage of the buyer’s journey: Once you know what will resonate with your audience, you’ll need to decide how to present that content. What will help those just beginning their research? What about those who have narrowed the field down to you and a competitor? Do you have content that will help them at every stage of the sales cycle?
Once you understand these, you’ll be able to choose an angle for your content that both educates buyers and highlights your company’s expertise. Add your company’s goals for content marketing into the equation, and you can make informed decisions about which content to produce.
From there, creating content that’s concise, easily digestible and optimized – and isn’t packed with jargon or self-promotion – ensures your team is creating content that supports your goals.
We don’t have marketing automation software.
Marketing automation software can streamline how you publish your content and engage with subscribers. For teams just starting out, justifying such an expense can a challenge in itself, especially without an established content marketing program.
But if you have the buy-in and the desire to start a content marketing effort, don’t let your lack of tools stop you. It might take more time to build landing pages with third-party form tools or map out a way to nurture those contacts through your email marketing platform, for example, but it’s possible.
Despite the challenges small businesses with small marketing teams face, kicking off a content marketing program is a wise investment. Over time, you’ll fine-tune your processes, unearth some key insights and build lasting momentum.