Busy business owners need to market but they also need to prioritize. Your staffers might pitch in with blogging or tweeting along with their other unrelated responsibilities, and it’s essential that their time is maximized. You can content market and ensure that your ultimate goals are still being met without breaking the “time and resources” bank. Here are a few tips to manage a content strategy while keeping your focus.

Know your audience. Before you can determine what type of content to provide, you should put yourself in your readers’ shoes. What are they looking for? How can your posts save them time, money or hassle? Many businesses are hesitant to list things like specific pricing information online, but if your customer base is highly likely to search for that kind of content, then it is worth considering. Similarly, you might anticipate online searches by posting product comparisons or how-to articles that deliver transparency and trust. If you aren’t sure, reach out to your customers and ask them what they need and what problems you can solve for them online.

Quality over quantity. Posting frequently ensures fresh content and that your articles will stay at the top of certain RSS feeds. However, if the information you’re posting isn’t getting traction, your company isn’t getting value. Think hard about what you might put into one engaging and informative weekly blog post, since that might be more beneficial than five articles that don’t say much at all. Not only will your readers and potential customers be more likely to view your business as an authority on the subject, but search engines will place greater value on it and thus rank your site higher than the competition.

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Look to research. If you’re stumped for post ideas, think about statistics. Intriguing research findings are a huge draw for readers. Search online for numbers that you think might be of interest to your audience and link out to those studies. Find research that either answers questions for them or that can surprise and engage them. In addition, link out to infographics that illustrate fun findings that readers will want to share with their friends and networks.  You might also conduct your own research to generate content for a blog or newsletter, either through free polling tools you can embed into your website or through surveys done by professional marketing firms. Very interesting original research might even earn you a visit from local media.   

Shareable images. Don’t overlook photos. Images online can give readers something they can’t get anywhere else: previews of new products and initiatives, and behind-the-scenes looks at your business. You can even ask readers to tag your company on their own photos on social media, extending your content creation reach.  Think about ways to visually tell your company’s story, focusing on surprising and delighting your reader. Such content will be interesting and shareable, helping you to increase your brand’s visibility across multiple online platforms.

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Evaluate success. Always study how your posts perform. Know how well they were received and how much traffic was generated. These statistics are another way your readers tell you what content they value. Be ready to adapt accordingly. For instance, if a particular topic draws a significantly higher number of readers than usual, you should be posting more about that theme. A variety of free and paid analytics software solutions can help you track these shifts and incorporate the findings into your strategy. One you do, you’re on your way to a marketing plan that meets your company’s unique needs.

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