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Investment in content marketing is growing, with one survey finding that marketers spend between 25% and 28% of their budget on content strategy.
What is content marketing?
Content marketing is the creation of various forms of content, such as blog posts, presentations and videos, with the aims of developing relationships with existing and potential customers. Strong content is also important for good search engine rankings. Whilst most content marketing isn’t sales focused, a content marketing strategy should still contribute to increased sales.
Content marketing is a great tool for small business owners because it is low cost and has a low barrier to entry: if you have a blog and social media profiles then you are good to go. Small businesses have a potential advantage against their larger competitors – it can be easier for them to put a ‘face’ to their business and speak with a more natural tone of voice.
Many people struggle with the nitty gritty of creating and maintaining a content plan, which is why we created an easy spreadsheet to help you to achieve your content marketing goals.
How to use your content marketing calendar:
Tab 1: Content Plan
As well as the obvious fields, such as title and go live date, we’ve added columns for the URL of your blog post, page title and meta-description, to ensure that your post is SEO optimised. Not sure what that means? Below are some best-practice tips:
Ideally your URL should be descriptive, and as brief as possible. Avoid nonsensical strings of numbers – your URLs should make sense to visitors.
Your page title (or title tag) should be between 50 and 60 characters long. Title tags tell search engines what your page is about, and are the first impressions that users will have of your page – your title should encourage them to click!
Meta descriptions are the little snippets of text that you see in search engine results. They should be between 150 and 160 characters. Like with your page title, a good meta description should encourage people to click through to your website.
We also have a few columns dedicated to social media promotion – so that you’ll know ahead of time which networks you’ll be promoting your content on. You can just delete these columns if you don’t use social media.
Tab 2: Ideas Repository
Tab 2 is where you’ll put all of your ideas for future content, along with potential go live dates. This is a great place to keep a log of your most creative ideas, and is something that you can refer back to when you need to fill up your content plan.
Tab 3: Events Calendar
Tab 3 is a calendar where you can keep track of all of the important events in your industry, from big trade shows to peak business trading days. Having a list of events that you can create content around can be really helpful when you need a quick strike of inspiration. If you’re drawing a blank about industry specific events, you can always create content around Halloween, Easter and Christmas.
The below links are also great resources for themed days and media events:
We hope this calendar helps to put you on the road to content marketing greatness! Let us know how you get on @switchmybiz.
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