A Simple Content Plan for Understaffed Companies
This simple step-by-step inbound content plan will work for most small and medium-sized companies. While the schedule is weekly it could very well be monthly. It’s flexible to fit most time and budget constraints.
The point of inbound marketing is to get qualified prospects in the door. Inbound marketing uses content as an attractor. When successful, the content captures some contact information from prospects, and then nurtures them until they eventually become customers. This simple inbound content plan can be greatly expanded, but I’ve tried to include the most important bits in a straightforward way.
Summary: The Simple Inbound Plan
This is essentially what I am about to tell you to do:
- Learn about a specific subset of your audience (persona)
- Create an e-book (long-form content)
- Create five blog posts (short-form content)
- Create one post to sponsor (paid content)
- Create social media posts (the social piece)
- Schedule everything to post at specific times (marketing automation)
- Repeat (you’ll need grit for this bit)
You Have to Give Something to Get Something
A good inbound content initiative gets you the prospects name and email address. The process described below will walk you through the steps needed to get that information by offering something of value in return for peoples contact information (and a solemn promise to keep it safe).
First: Define the Target Persona
Don’t skip this step – even if you feel like it.
Interruption-based marketing is dead. I mean super-dead. Like stinky lying in the desert sun roadkill dead. Salespeople are rarely super models. Who wants to get a call from a salesperson who isn’t a supermodel? Me either.
Modern marketing combines the art of content creation with the power of data science. To do this, decide who you are targeting by creating an archetypal persona. Basically, a fake person.
Modern marketing is combines the art of content creation with the power of data science
Creating a Persona to Target with Your Marketing
An archetypal persona is a representation of the “ideal” person your marketing will target. The key is not to start with the product or service, but instead to focus on your audience.
Really get to know your sub-audience. Are they left-handed dog walkers who enjoy tweezing angry cats? How about middle-aged marketing executives trapped in a sea of gray cubicles regretting last nights questionable sushi?
Whoever they are, persona research and documentation will focus your efforts and keep your tiny team on mission. Typically you’ll describe at least the following attributes about the “perfect” prospect:
- Name (made up, we like funny names)
- Job Title
- Company Size
- LinkedIn Groups They Belong To
- The problem they’re experiencing
- The solution represented by your content
Once you’ve create the target persona you’ll begin to understand, and maybe even empathize, with the person for which your content will eventually solve a problem. Here is an example of a simple persona for an entrepreneur staring a venture-backed business – we’ll call him “Eddie Entrepreneur”. We even provided a lovely image below with an angelic glow about him: