The life of a true small business marketer (i.e. minimal budget, small or one-person team) can be exciting, frustrating and rewarding all at once. Success requires an intense amount of creativity and the ability to produce meaningful results with minimal resources.
The good news is that content’s increasingly important role in the marketing landscape has enabled companies with limited means to more effectively throw their hat into the ring. You don’t need an MBA or a multi-million dollar budget to effectively execute a content marketing campaign – you just need to do your homework and be willing to put the time in. A solid content program needs to be part of your company’s DNA.
In theory, this all sounds great. But many of you are probably wondering what exactly this entails on a day-to-day basis. Read on for a breakdown of a typical day in the life of a small business content marketer.
One of the keys to good content marketing is knowing what’s on the minds of your audience. This is why, everyday, before checking or responding to emails, the first thing you should do is check Twitter and read blogs and other relevant news sites. Not only will this help educate yourself on what your audience is reading, but it will also inform your content creation efforts. It’s also a great way to identify relevant insights to share across your social channels.
While this varies for everyone, many of you have likely found that your writing skills peak in the morning hours, which is why you should tackle blog posts or other writing projects during this time. Though everyone has an opinion on the frequency of posts, I recommend aiming for at least 2-3x per week.
Creating content is really just half the equation – having a distribution plan in place is essential in order to maximize your creation efforts. Mid-day is a good time to create, monitor or update your paid media amplification campaigns. This might include Sponsored Updates on LinkedIn, Promoted Posts on Facebook, Promoted Tweets on Twitter and Outbrain Amplify and more.
If you’re like me, you start to feel a mid-afternoon slump an hour or so after lunch. This is the perfect time to check back in on Twitter and the blogosphere to see what other news and topics of interest have popped up.
As a marketer, it’s easy to get stuck behind a computer and neglect the offline component of our jobs, but the importance of getting out, networking and making real-world connections can’t be overstated. I recommend attending at least two events per week – meet-ups, conferences and other gatherings are a great way to source ideas for content, meet influencers and find potential content and syndication partners.
For those of you who are new to marketing, hopefully this helps to give you a sense of a typical day. Although, it’s important to keep in mind that when you’re working for a start-up or a small business there really is no such thing as an “typical” day. You’ll probably be called on to wear many hats, but I find that having a schedule can help you prioritize and make sense of all the tasks you’ll inevitably find on your plate.