Small business owners have no trouble coming up with content marketing ideas. We’re trained to brainstorm for ideas.
Pretty soon, however, the ideas pile up like dust under a bed. Your blog and other content marketing campaigns then suffer.
You can avoid the pile up by organizing your content marketing campaign for a full year or more. By having an organized content marketing plan, your ideas won’t get lost because you:
- Give each idea a specific topic title, which helps you clarify what you’re going to write about.
- Assign a publish date for each topic title.
- Anchor each topic title and social media activity to an important event on your calendar.
This article describes a method I use to organize content marketing ideas for a small business blog or newsletter.
First, Get a Calendar
You have to have a calendar or two in front of you so you can visualize when events happen.
Next, Look at the Content You Already Have
You probably already have content—brochures, blog content, webinars, podcasts, and other recordings.
You also probably have ideas and information from workshops, meetings with consultants and colleagues, and your own research.
I suggest you avoid reinventing the wheel, unless necessary. So look at what you have and take some notes.
Then, Think about Your Customers
What do you know about your customers? Which ones do you like, which ones don’t you like. Do you know why?
You also want think about their buying behavior and how you serve your customers throughout the year.
Do Some Homework
For me, the homework includes researching your industry, competitors, customer personas, and keywords.
So, check out your competitors.
You also will want to go to Google Adwords and research your keywords. This case study explains how.
Finally, Go Back to Your Calendar and Play Around with Topic Ideas
Now it’s time to play with t topic titles and keywords. You want to see where they best fit on your calendar.
You also want to determine how much lead time you need to develop your content.
For example, for many people the fall is about going back—back to school, back to work, back to professional meetings and trade shows. Therefore, some businesses start planning in May (or earlier) so they can launch their mid-summer and early fall campaigns in July.
When you’re done, enter your data in an Excel file so you can get started with writing content right away.