While many small-and-medium sized businesses (SMBs) understand the importance of developing a comprehensive and effective content marketing program, many lack the resources and expertise to do so. To help SMBs produce a successful content marketing program which is aligned with their business objectives, we have interviewed Heather Martin, a SEO and content marketing expert who have over 20 years of marketing experience, to share her knowledge on how to create an effective content marketing plan:
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Can you share some of the steps you use to develop a content marketing plan?
I know a lot of companies – especially smaller companies – struggle with this. They’re already overwhelmed and they might have done a few things here and there but they really don’t have a big plan in place. So the first thing I always suggest is going back to basics and conducting a site audit.
Look at the content you’ve got on your site, figure out what’s good and not good and go from there. That’s something you can do internally pretty easily, but there are times when either internal staff is time-strapped or you’ve looked at your content for so long that it’s hard for you to figure out what you would change. In case that, I’d recommend companies outsource the audit to a content strategist.
