Big Brands Are Doing Content Marketing – And So Should You

Big Brands Are Doing Content Marketing – And So Should YouA misconception I often hear from my clients is that you – as solopreneurs – cannot market like the big brands.  Yes, big brands have large marketing budgets, but that doesn’t mean you can’t utilize the same marketing tactics.

This is especially the case for content marketing. Content marketing is when you produce original content, such as blog posts or infographics, to share your knowledge without trying to sell to someone. Big brands do content marketing – and so should you.

Here are five tips on how you can use content marketing like the big brands do:

#1: Have a content marketing strategy

According to the B2B Content Marketing: 2015 Benchmarks, Budgets and Trends – North America report, jointly published my MarketingProfs and Content Marketing Institute, 54% of the most effective content marketers have a documented content marketing strategy. Take a page from the big brands and write down what your content marketing strategy is – and refer to it often. To shape your strategy, determine who your target audience is and what their biggest questions are. Also, make sure to include content marketing logistics, such as how you will deliver your content and how you will measure its success.

#2: Focus on engagement

The most effective best practice shared by content marketers is placing a high importance on engagement as a goal (in fact, 89% of successful content marketers have this goal). What does this mean for you? When you create a piece of content, ask yourself: “How do I want my audience to engage with me after reading this?” Write and create with the end goal in mind. When your audience engages with you through your content marketing, you are increasing your visibility and reach, so it’s important to know what your engagement goal is before you create something.

#3: Get content marketing help

The most successful content marketers have a team to help. Understandably, this is easier to accomplish with a robust marketing budget, but that doesn’t mean you can’t get help with your content marketing. Freelance writers, graphic designers, video editors and virtual assistants are affordable professionals you can hire on a contract basis to help you with your content marketing. The idea is to outsource what you are not good at. If you are a natural writer, then consider hiring a graphic designer to help you create blog graphics, or a virtual assistant to help you upload your blog posts to WordPress.

#4: Vary your content marketing tactics

Don’t just rely on one way to do content marketing. For example, big brands use, on average, 14 different content marketing tactics to reach their audience. Think about how people see, process and absorb information; everyone’s learning style is different! Write down all the ways you can deliver content and make a plan on how you will deliver through these channels. While blogging is one of the most common types of content marketing, consider adding video marketing, webinars, ebooks, infographics and newsletters to the mix.

#5: Create an editorial calendar

Once you have nailed down your content marketing strategy, it is essential that you create an editorial calendar. Strive to create a calendar for the next six months and plan all of the content marketing you want to produce. Many content marketers list the topics, publish dates, keywords and prep times on their calendars. Make your calendar work for you – just make sure to use it.

As a solopreneur, you can benchmark from the big brands when it comes to content marketing. Scale it to your budget and goals, but make sure to implement the five tips suggested in this blog post. Content marketing is the best way to share your expertise with your target audience. Be sure to embrace content marketing in your overall marketing plan.

Information for this blog post was derived from “The Gold Standard” by Ann Handley, published in Entrepreneur Magazine, December 2014, pages 34, 44.

2 thoughts on “Big Brands Are Doing Content Marketing – And So Should You

  1. Krithika Rangarajan

    Hey Jill

    Hope you are doing fabulous – I miss our Personal Branding group! #HUGS

    Loved this article – would you suggest something similar for an aspiring writer (like me)? I can’t come up wth 5 ideas, let alone 6 months worth. Baby steps, maybe?

    Thanks a lot

    1. Jill Celeste Post author

      It’s so wonderful to see you here! Yes, baby steps are so important. Try 10-20 ideas at first. Sit in a quiet place, maybe meditate before hand. You can do this!


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