Small BusinessContent MarketingMade Easy 

Made with love by @ingridcliffVisit: www.heartharmony.com.au

If you want to marketto someone, you needthe relationship first.Ira Haberman

What to Expect inthis Slide deck

Why most people fail at thecontent smorgasbordThe 5 main content groupsWhat people want in greatcontentHow to shop your own pantryfirstHow to batch prepare, andfreeze content for laterTools of the trade

Hi, I'm @ingridcliffChief Word Wizard (aka Copywriter) at

www.heartharmony.com.au

Many small businessesstruggle with creating

engaging and effectivecontent for their business via

their website or on socialmedia.

Imagine you wereinvited to a freesmorgasbord,

but when you got therethe only thing on the

menu was ...

Today's Smorgasbord

Beef Stew

Entree: Beef Stew Main: Beef Stew

Side: Beef Stew Dessert: Beef Stew

"You can onlyhave a taste.Anything moreyou have to payfor."

Nom Nom Nom

But you can't pay formore as Chef is nowhere to befound

You leave

I will eatsomewhereelse

Most small businesscontent marketing islike that smorgasbord.

They provide the sameboring dish over andover and wonder whypeople don't stickaround.

Even if they do getpeople to taste, theydon't make it easy forpeople to buy.

What is

Content Marketing?

BuildingRelationships

Repeated contacts

Building trust

Being helpful

Being where your

customers are

Solving problems

Answering questions

Isn't

What

Content Marketing

One way

Self-promotion

Directly asking for $

Hard sell

Being boring

Advertising

Telling & yelling

Tastes / SamplesEntreesMain CoursesDesserts & SweetsFull Banquets

5 Types ofContent

Content - Tastes &Samples

TipsTestimonialsHappenings around the officePhotos of the team doing thingsPortfolios

Short. Only a few sentencesMainly found on social media

& websites

Content - Entrees

Blog posts approx 350 wordsWhat to do not how to do itOpinion pieces

A few paragraphsMainly found on older

websites

Content - MainCourse

Blog posts approx 750+wordsInfographicsChecklistsDetailed Q&As

Good satisfying, solid informationMainly found on newer websites &

guest posts

Content - Desserts &Sweet Stuff

MotivationHumourRelatable Content

Light and fluffyMainly found on social media

Content - FullBanquets

EPIC content 3000 words+Cornerstone contentDefinitive answersUses a range of contenttypes within the one post

Rich, complex & fullMainly found on websites with

smart marketers

ContentNeeds to

Move to BeSuccessful

Most Shared Least Shared

Banquets

Tastes

Desserts & Sweets Entrees

Why?

1. Inspire me2. Motivate me3. Make me laugh4. Educate me / Answer my question5. Include me

What People Want Onthe Web

An achievable smallbusiness content creation

plan

One Facebook Post Each Weekday

One blog post per week (ideal) or month(realistic)

Every great piece ofcontent starts withresearch

Before you create,find what is proven &

use it as inspiration

ShopYour

Pantry

Start with Facebook Insights

Check the time of day your fans are online & matchyour posts to that time

Start with Facebook Insights (Cont)

Check your demographics. What is the average age &gender of your fans?

Start with Facebook Insights (Cont)

Check your post insights. What is working?

Check your Google Analytics

Which are your most popular posts?

If you have had your site for more than a year, checkyour site for hidden gems.

Do a Content Audit

http://www.heartharmony.com.au/blog/content-audits-content-marketings-least-favourite-child/

CreateIn

Batches

Start by listing holidays,celebrations & charity events

you will celebrate for the month

Holidays &Celebrations

www.daysoftheyear.com for US holidays

Check out www.nationalcalendar.com.aufor Australian holidays or

Step 1:

Work out your blog schedule,blog topics & headlines

Blog

Enter your content area into Google. Scroll to thebottom of the page. You will find a veritablecornucopia of blog topic ideas & headlines

Step 2:

Blog Topic &Headline Tip

Work out any day of the week hashtagsyou want to use.

#motivationmonday, #tiptuesday#humpday

#throwbackthursday#fridayfunny

Check Hashtagify.me

HashtagsStep 3:

Work out any day of the week thatyou don't want to use hashtag based

content.Figure out your dish of the day:Testimonials; Q&A; Promotional

content; FAQs; interesting articles

Fill in the BlanksStep 4:

Count how many Mondays, Tuesdays,Wednesdays, Thursdays & Fridays in

the month.Create a list of the required numbers of

each item.

Collate YourIngredients List

Step 5:

1x celebration day (on a Monday)1x blog post (on a Tuesday)4x motivational quotes3x tips4x testimonials / interesting articles4x FAQs / promotions4x jokes or funny videos

Ingredients List Example

Find motivational quotes that haveproven to be successful.

Don't use them as is. Put your owndesign flair & branding on them.

Remember to cite authors.

Find Your MotivationStep 6:

Tip: Google Your MotivationLook at the results Google says are the most relevant

Tip: Pin Your MotivationLook at the number of repins and hearts

Tools of the Trade

Canva - For easy designBuffer - For automating your postingFeedly - For collating all the blogs,news & magazines that you read

Don't hesitate tocontact me ifyou would liketo know more.

@ingridcliffwww.heartharmony.com.au