Content Marketing strategy for small businesses

Marketing is 80% thinking and 20% doing

If the thought of a marketing strategy gives you a headache, it’s probably because you’re trying to do everything.

Good marketing lies in the thinking, not the doing. 

In our industry, we’re always told to be ‘‘doing’ something. The idea that being at your desk is the best indicator of your productivity is pointless in a flexible, agile and mobile world. 

A way to organise your thinking is to create a content marketing strategy, particularly if you’re struggling to reach the right audience.

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What is a content marketing strategy?

A content marketing strategy gives you clarity on what to focus on and what to ignore.

Scenario 1:  You spend money on paid Facebook ads, but your audience uses Twitter. 

Scenario 2: You pour your budget into videos, but your audience prefers blog posts.

A content strategy captures your goals and KPIs as well as your audience – who you’re trying to reach. A plan helps you to figure out the best content channels – ones your audience use.

Some content strategies are designed in PDFs; some are created in an excel spreadsheet – it’s not about how it looks, it’s about how useful it is. 


When do I need a content strategy? It’s time to create a content strategy when you

  • don’t know your market differentiators
  • want to stand out in a competitive market
  • are too close to your product to think straight
  • don’t have time and feel frustrated with your marketing efforts

With a content strategy and a clear direction, you can stop trying to do everything.

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The Lean approach to content marketing 

We work collaboratively with our clients in short stints, which means you’re always involved in every stage. 

Discovery phase: We get started with a deep dive call to get to know your business and discuss your goals and KPIs.

Planning phrase: We analyse your audience, brand messaging and customer pain points. 

Strategy roll out: You’ll get an analysis of your current position plus the best content channels and content tactics to use so that you can identify and allocate resources.

The benefits of a lean content strategy:

  • Discover what makes your business unique 
  • Set a marketing vision that will resonate internally and externally
  • Understand your customers’ needs and how your business helps people
  • Create a marketing plan that will get you more inquiries

How can I book a content marketing call?

It’s easy to book a content marketing call or to chat about how to get started. We ask you to give us some details upfront so that we can plan before the call.

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Check out our content marketing packages tailored to wherever you are on your business journey.

Marketing packages

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