I was talking to a client yesterday about how content is really the driving force behind getting more visitors to their website and building their social media presence - and how putting together an editorial calendar is a great way to make the content marketing process seem much less overwhelming.
We started talking about focusing on one main content topic for the month, then creating a main content piece, such as an article, eBook or webinar, and then writing weekly blog posts on this topic. As a local outdoor equipment retailer, my client thought they should focus on winter tools for the month of December - and then asked, "Would it be appropriate to focus a blog post around a recent story that everyone is talking about in town?".
The news story featured a 92 year old resident who claimed using his snowblower to clear his neighbours' walks was key to keeping him active. My client's store sells snowblowers, so what a great opportunity to focus content around a positive local story.
Photograph by: Larry Wong , Edmonton Journal - Source: Edmonton Snow Angel Gets His Wings - the Edmonton Journal
Then today, I came across a blog post by Chris Brogan on telling your buyer's story. His post hit home, especially when he talks about how clients often lament that they can't participate in content marketing because (in Chris's words):
- I’m too small to create content about my business.
- I’m too busy to prospect with content marketing.
- My industry is too boring.
- I can’t write well (or I’m dyslexic).
- No one reads my blog.
According to Chris: "When thinking about content marketing for your business as a way to get attention and draw people into potential business activity, it starts with thinking about and conveying the bigger story of the community you serve. No matter the size of your company, this isn’t as difficult as you might think. Story is how we’re built to think. That’s a good start."
Well, I think my outdoor retail client is a pretty good example of this. A smaller outdoor equipment retailer - not the first type of company you'd think about when it comes to blogging - but you can see that if you monitor the local news, and follow the right people, there are stories that resonate with the community - stories that you can use when it comes to your content marketing.
So if you're wondering whether your company is too small, boring, or B2B for content marketing, I recommend you read Chris Brogan's full post, Tell Your Buyer's Story.
If you want to learn more about content marketing for your business, grab our free eBook written by best-selling author John Jantsch:
