With every client or employer, I’ve always started and ended my strategy with content marketing. It’s always been the foundation.
99% of startups will need content to penetrate their market.
Content for SEO, social click-throughs, on-site or in-app engagement, email marketing… I’ve spent thousands in WritersAccess.com. Created dozens of explainer videos. Recorded walkthrough videos, designed infographics, blog headers, and social banners myself for years… I can make even the smallest content budgets show ROI in a few months.
But, things are changing.
The top content creators out there are becoming giants. They’ll spend $3K on an infographic and churn them out daily. The startups I typically work with have trouble getting their less expensive, less frequent content seen and engaged with. It’s a content struggle. You can produce a lot of ok content, or, a few great pieces. Further, B2B audiences want content where they need the answers as they need them. So evergreen content is almost out the window. And don’t even write a long form blog post unless you also know how to get it to rank.
It’s a losing battle for B2B startups.
So, if you’re on a budget, and B2B, here is my suggested content strategy:
For 2017, I am going to change my strategy for low-budget content marketing, and use an approach I have testing (with great results) on my personal reach/brand. The good news, it’s cheaper and there is no waiting for the slow climb up to the SERP for results.
In my typical form/fashion, I will provide you with the numbered steps. Each of these is simple to follow for any B2B brand. But first, here’s what you need:
- An executive/founding team member or two that can be considered a ‘thought leader’ in your space.
- Quora and Linkedin accounts for the above team member(s).
- A writer who knows or can learn your value proposition inside/out.
- A blog (I’ll explain).
- A budget (there is no minimum, this could work with a $0 content budget).
After you have those items checked off, you may begin with these steps:
- Create a google sheet or .csv with tabs for the below Q/A platforms, a tab with the list of the [buying] keywords you want to rank for, and rows titles “Question”, “Link”, “Followers”, “Author Profile”.
- [Hire a VA to…] Search each of the sites below for the above keywords, and fill out the sheet every week.
- Sort the answer rows in the sheet by most followed/Liked to least followed/Liked.
- Find/hire a writer, or use team members to begin answering those questions in docs (Google or text editor).
- Assign a final editor to approve of the answers.
- Publish them to your blog with a slight variation of the question asked as the title.
- Create and add a summary of that answer to your sites’ FAQ page with a link back to the full article in your blog (add a new group for these as they will not always be specific to your product, but this is great SEO regardless…).
- Then, submit each of those to Search Console so Google indexes them off your site first.
- Have a VA, the editor, or the owners of the accounts, log in and publish the articles/answers to the Q/A sites they were taken off of throughout the week with a link back to your blog for “more on this…”
- Now, publish them to Linkedin under one of the founding team members’ accounts (again, with a link back to your blog for “more on this…”).
- Finally, follow the question asker or engage with their profile in any way the platform allows (different platforms allow you to ping the question writer in different ways.
The below Q/A sites are listed from highest priority:
And if you are offering saas or a more technical product (for developers):
That’s it. Simple.
The next steps, as your budget grows, would be to extrapolate that content into Slideshare’s and Infographics. As for imagery, save your money. Download some great images, use Canva.com to overlay some text, and give credit to the producer/photographer in your piece.