content marketing

How to Craft a Small Business Content Marketing Strategy in 7 Steps

Content marketing is an efficient, effective, and very economical way to drive traffic to your site. According to The Manifest, at least 53 percent of companies now use it to attract and retain customers.

Here are seven steps to creating a small business content marketing strategy that works.


1. Establish Your Mission or Goals

Like all marketing strategies, content marketing should serve a specific purpose and meet specific goals. Make these goals specific, measurable, attainable, relevant, and time-based. In other words, use the SMART strategy to create them. SMART goals look like this:

  • Improve your search engine ranking to land on the first page within three months.
  • Acquire 1,000 email subscriptions in 30 days.
  • Increase sales by 25% from a specific market segment within two weeks.

2. Identify Your Performance Indicators

Choose key performance indicators, and metrics that directly reflect how well you’re moving towards your goals. This might include (but is certainly not limited to):

  • Unique pag
  • e views
  • Referral rate
  • Number of downloads
  • Net revenue
  • Conversion rates

3. Select Your Audience & Content Channels

Content marketing relies on having a clearly defined audience. You aren’t trying to reach everyone and anyone. You’re crafting a specific message which holds value to a specific market segment full of people who are most likely to purchase your product or service.

Collect demographic data from your site or social media platform. [BS4] Google Analytics can help with this, but so can many of the features and reports within CoSchedule.

Once you’ve figured out who’s reading your existing content (or who isn’t), you’ll get a sense of where you’ve already developed a viable online presence. Follow it up by homing in on the channels that will get you the most exposure and engagement.

4. Establish a Schedule

So, you’ve got your KPIs, your audience, and your channels. You might be tempted to start flooding them with your insights, giveaways, and thought-provoking articles. After all, if one post is effective, then ten must be ten times as effective, right?

Do NOT do this.

Instead, start with a basic posting schedule to avoid freaking out your followers with content overload. For blogs, consider a weekly post (same day, same time) to get into the habit. Social media posts should range between once daily and a few times each week.

There’s actually science behind how often to update your company’s Facebook or Instagram. Quite a bit of the evidence out there that suggests posting too frequently can be just as damaging as not posting enough, or posting inconsistently. Create a schedule because:

  • Consistency is key. Consistency helps train readers to come back, to anticipate new material, and indicate that you’re a reliable, active source of information.
  • It will help you vary the content. Seeing the big picture helps you spot opportunities for variety to enrich your offerings.
  • You’ll save time and energy. A schedule is like a road map. Knowing what you’re going to do next helps you join the ranks of the 36 percent of content creators with efficient project workflows.
  • It supports KPI tracking. One of the features of a SMART goal is that it’s time-based. Visualise your time-based goals with a calendar.

5. Craft Your Content and Distribute It to Your Market

With all your research assembled, it’s now time to spread your genius insights far and wide to attract a loyal following. Kind of.

Writing great content is just as important as the quality of your ideas. You can be a creative genius, but it won’t matter if your content is lacklustre, rushed, and weak. Even Google won’t be impressed.

Craft your content as thoroughly as you researched your audience and content channels. Check out these 26 surprising rules for creating amazing content – just in case.

6. Track the Results

Within the first hours of delivering your content, you’ll begin to see how people respond. Pageviews, likes, and shares represent some of the first metrics indicating engagement. Over time, you’ll also see conversion rates, qualified leads, and closes, or changes in revenue.

There are many tools out there to help you track KPIs. Here are a few you may consider:

  • Google Analytics. It’s free and easy to measure page views, traffic sources, keyword performance, and more.
  • Databox. Databox offers an array of powerful tools for tracking almost any metric.
  • Excel. If you’re comfortable with Excel, you can create your own KPI tracking spreadsheets. This works best with metrics like revenue, subscriptions, or referrals.

7. Refine and Repeat

With great content marketing, consistency is key – don’t release just one or two pieces of content and call it a day. Learn from your KPIs, tweak your content strategy, and repeat.

Over time, you’ll build a consistent foundation of valuable and relevant information that leaves your readers smarter, more well-informed, and impressed with your thought leadership.

What is a content marketing mission statement?

What is a content marketing mission statement? (+ how to create one)

Your content marketing mission statement should be a guiding principle and a state of mind. Socialize it, embrace it, and live it daily through the mindful creation of your digital sales and marketing content.

What is a content marketing mission statement?

A content marketing mission statement defines the purpose behind every single piece of content you will create for your audience as an organization. It is concise and easily understood by your audience, clearly defining the who, the what, and the where of your content’s intended focus and influence.

Why’ matters, particularly in business

Understanding “why” is at the core of almost everything we deal with in business.

If someone wants me to invest my time and energy into something, I need to understand why. 

Of course, I’m not unique in this way. Nor is this specific to our personal lives. Understanding “why” is at the core of almost everything we deal with in business.

For example, just last week, I sat in on our quarterly management team meeting (as a member of our management team), where we emphasized the importance of agreeing upon and communicating the why to the rest of the company about upcoming shifts in strategy, technology platforms, and so on. 

The same holds true for anything marketing related. Whenever you make a big change as a business — a company rebrand, a major event change, etc. — you can’t just communicate the change happened, you have to explain why. Whenever you’re trying to make a strong argument for something, once more with feeling, you have to explain why.

Heck, we’ve done it ourselves:

  • Why was Realms Inc created?
  • Why you need a content manager on your digital marketing team
  • Why we are saying goodbye to our daily digest email

That’s what a content marketing mission statement does. 

It answers the question of why you’re creating your content in the first place. 

What do bad content marketing mission statements look like?

When someone tosses out the question, “Why are you creating content?” that shouldn’t be a surprise to you, and you should immediately understand that answers such as…

  • “Uh, because?”
  • “The internet told us to.”
  • “We want to make more money.”

…are not acceptable, no matter how true they may be. 

Seriously, imagine if you published this on your website as your content marketing mission statement:

“We are creating content for you because we want to make money.”

Yes, the best content marketing strategies do drive remarkable revenue growth for companies, but how do you think your audience would react to such a self-focused statement?

Do you think it’s something that would make them think:

“With a money-focused mindset like that, they definitely will have my best interests, needs, goals, and challenges as their top priority in their content, our conversations, our business dealings, and so on.”

To quote modern-day philosopher Jerry Seinfeld, “Not bloody likely.”

Bottom line, bad content marketing mission statements are:

  • Thoughtless
  • Self-focused
  • Lacking specificity

They will inspire no one to take action — whether you’re talking about a subject matter expert you want to create a blog article or an ideal buyer you’re hoping who will read said article. 

When you create a great content marketing mission statement, it will be a rallying cry to your C-suite, your sales team, your ideal buyers, your house cat (basically everyone) that helps everyone understand why your content is so important and gets them excited to get on the content bus.

So, how do you create one?

1. First, you need to define the purpose of your company’s content

Although content marketing is a digital sales and marketing strategy by which companies around the world have driven wild traffic, leads, and sales results, the act of creating content must be viewed as a selfless act of education.

This means, that when you sit down to actually create those blog posts, videos, podcasts, and infographics that answer the most pressing questions of your ideal buyers, you can’t be thinking about your bottom line. 

Instead, you must adopt the mindset of a teacher who is obsessed with one thing only — delivering the most honest, through, and transparent answers possible to your audience, no matter how uncomfortable the question may be. 

As Marcus Sheridan talks about in They Ask, You Answer, when you decide to start creating content, you’re stepping into the role of a teacher to your buyers. But not just any teacher — the best and most helpful teachers you can possibly be at what you do, both online and off.

“Why should we care about being teachers?”

Now, you might be saying to yourself, “I see the difference, but is how we think about content that big of a deal?”

Yes, it absolutely is.

For example, by a show of hands, how many of you struggle to get others in your company to buy in and excited about creating content? And, whenever you say buzzwords and phrases like “inbound marketing,” “content marketing,” and “business blogging,” suddenly everyone has a meeting or a tax appointment for their hamster they need to go to?

So, how likely is it that you can get someone on your team to say, “I want to be the best inbound marketer in the world”? Not very likely.

But, what if we changed that to:

“I want to be viewed as the best teacher and most trusted resource in our industry. I want people, when they have a problem, to think of our company first, before our competitors or anyone else. I want our ideal buyers when they have a question, to immediately come to us for the answer.”

Where most companies go wrong with the content

The No. 1 mistake companies make with content marketing or inbound marketing (whatever you want to call it) is not understanding and adopting this subtle shift in mindset.

And it’s a costly one, too.

Those companies that fail to catch that vision of becoming those extraordinarily helpful teachers will see fewer members of their team saying, “Yes, I’m all in!” on inbound and creating content and, ultimately, will have fewer clients walk through their doors, as a result of those inbound efforts.

So, if you want your team not only to be bought in on inbound but also to wrap their arms fully around it, they’ve got to understand what it is that you’re doing and why.

And that’s where your content mission statement comes in.  

2. Understand the 3 key components of a content marketing mission statement

Now that you understand why a content marketing mission statement matters, as well as what your content marketing mission statement should never be, let’s break down the anatomy of a content marketing mission statement.

Those are the three parts of your content marketing mission statement:

  • Who you’re trying to help
  • How you’re going to help them
  • Where you’re helping them

That may sound a little abstract to some, so let’s unpack a few examples to show you what this looks like in practice. Let’s say you’re an accounting firm that generally services the Greater Chennai area.

Your content marketing statement, in this case, might be:

We want to be the premier source of accounting information for small business owners throughout the Greater Chennai area.

In this content mission statement example, you’ve explained the who (small business owners), the where (the Greater Chennai area), and the what (being the premier source of accounting information).

Or, let’s say you’re a water services and plumbing company that caters almost exclusively to locally-owned restaurants in and around Bengaluru. Your content mission statement might be:

We want to be the foremost experts in water and plumbing for locally-owned Bengaluru Area restaurants.

Again, you’ve identified your who (local restaurants), the where (Bengaluru), and the what (being the go-to experts for water and plumbing).

If you want a real-world example, we have a content marketing mission statement at REALMS INC, which is:

We are the #1 Business Growth Consultant in the space of digital sales and marketing for growth-focused leaders and businesses around the world.

Although the industries, ideal buyers, and focus areas are wildly different in each example, they all follow that same blueprint by identifying:

  • The specific industry and/or subject matter area they own
  • Their target audience and/or ideal buyers
  • What their geographical footprint is as teachers

Most of all, they are written with a value-focused mindset instead of a self-focused mindset. They communicate that, as brands, we are here to serve the needs of our audience first. 

What you shouldn’t include in your statement

Did you notice how we didn’t mention anything about marketing once in that example?That’s by design.

The most effective and powerful content mission statements — the ones that get everyone will get everyone declaring, “Yes, I want to be that teacher! Yes, I want to solve our customers’ problems!” are written in such a way that they are immediately understood and easy to remember.

Meaning, no matter what someone’s role is within the organization, they should be able to read your content mission statement and, without hesitation or any need for clarification, get what it is that you’re trying to do and be able to recite it from memory.

Additionally, your content mission statement should be clear, concise, and easy to remember. Which means it should not include any marketing buzzwords or be too long.

3. Finally, share your content marketing mission statement with everyone

That’s right. Creating a content marketing mission statement isn’t an insulated exercise, the results of which are to be banished to a folder in someone’s Google Drive. Nor should it be printed out on a piece of paper and left somewhere in a drawer, never to be remembered again.

You must consider it a guiding principle and a state of mind. Socialize it, embrace it, reinforce it, and live it daily through the mindful creation of your digital sales and marketing content.

Add learning the content mission statement to your onboarding process. Print it out on a poster and hang it somewhere prominently. Remind your folks of it whenever you highlight content wins at company meetings.

No matter how you choose to keep your new content mission statement top-of-mind, your goal should empower your team to understand exactly what they are doing and why any time they create a blog article or video.

Giving your content marketing a why that is pure, selfless, and focused on the needs of your ideal buyers is a win-win for everyone. Your buyers will trust you more, the quality of your content will be better, and your sales team will not go hungry.