chris | arnold
Content marketing is the creation of any kind of material that is interesting or valuable for your audience and is one of the single most effective way to create loyalty, engagement and ultimately win business - content should avoid being a direct sales message, and focus on addressing the needs and problems of your clients and prospects.
Content marketing is also the backbone of all of your other marketing. Without having content, you're limiting the amount of information search engines can pick up and also causes regular communication via emails and social media to become very difficult and not sustainable if you don't have anything of value to say.
Content comes in many forms: Blogs, articles, case studies, webinars, podcasts, videos, guides, FAQs, publications and more.
The first place to start is back your user profiles which highlights what you need to communicate to your audience. Then put together a plan for several months, perhaps 6 or even 12 month in the future. 12 months down the line might end up a little vague, but putting something into a plan can help keep momentum going later.
Your content plan should outline the following:
Map out your content plan and take annual events into consideration. So plan around school holidays - will these be extra busy times for your business and require more planning and resource, or will it be a quiet time allowing you divert resource into other projects temporarily.