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How to Create a Content Strategy That Drives Results


Building a digital marketing presence for your small business can be pretty challenging. As a small business owner, you don’t have a lot of free time and lack the resources and sometimes knowledge to build a concrete plan for marketing. So, where should you start? With a Content Strategy. Creating a compelling content strategy is where your journey begins. It’s the roadmap for social media, guiding your choices regarding content types, posting frequency, and even the tone of your captions and calls to action (CTAs). This strategy defines your content and how you’ll share it. Let’s dive into how to create a content strategy that drives results.


What is a Content Strategy?

A content strategy is a blueprint for your online presence that guides content creation, distribution, and management. It’s not just about producing random content; it’s a strategic approach to aligning content with business goals. A well-defined content strategy outlines the target audience, key messages, and the most effective channels to reach them. It involves understanding the audience’s preferences, pain points, and interests to tailor resonant content. Moreover, a robust content strategy considers the entire content lifecycle—from creation and distribution to analysis and optimization. Ultimately, your brand’s digital presence ensures consistency, relevance, and effectiveness in communicating with your audience.


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How to Define Your Content Strategy

Developing a content strategy that is compelling to the audience should be your number one goal. It should resonate and align with brand identity. Without a marketing team, this is a common challenge for small businesses. When you have an unclear content strategy, your marketing needs a well-defined purpose. It also requires more consistency and alignment with your brand’s goals. Signs that you need a more straightforward strategy include randomly posting on social media, inconsistent messaging, and a lack of audience engagement. It may feel like you’re throwing content at the wall, hoping something sticks, but no deliberate plan drives your efforts. 


Creating a Clear and Compelling Content Strategy

  1. Branding Consistency: Maintain a consistent tone, style, and visual branding throughout your content. This builds brand recognition. If you don’t have this set yet… start here!
  2. Define Your Goals: Start by setting clear, specific goals. What do you want to achieve with your content? It could be increasing brand awareness, driving website traffic, or generating leads.
  3. Know Your Audience: Understand your target audience’s preferences, pain points, and behaviors. Tailor your content and captions to resonate with them.
  4. Content Planning: Plan your content calendar. Decide what content you’ll create (blogs, reels, static posts, etc.) and when you’ll publish it. Having a scheduler for this is KEY!
  5. Consistency: Stick to a consistent posting schedule. Whether it’s daily, weekly, or monthly, reliability = trust.
  6. Quality Over Quantity: Don’t sacrifice quality for quantity. Creating fewer high-quality pieces is better than posting not-so-great content. Remember, consistency!
  7. Keyword and Hashtag Research: Incorporating relevant keywords and strategic hashtags will help to improve SEO.
  8. Value-Centric Content: Ensure your content provides value to your audience. Educate, entertain, or inspire them. (Or base this on your content pillars!)
  9. Calls to Action (CTAs): Every piece of content should include a clear CTA, directing your audience on the next steps, whether subscribing, downloading, or contacting you.
  10. Engagement Strategy: Define how you’ll engage with your audience. How long will you spend? *consistency* Respond to comments and messages and encourage discussions.
  11. Monitor and Adapt with Data-Driven Results: Regularly analyze your content’s performance. Use analytics tools to measure reach, engagement, and conversion rates. Periodically adjust your strategy based on what works!

Remember, a clear content strategy is the foundation of your digital marketing efforts, ensuring that every piece of content contributes to your overarching business goals.

…But what if you’ve got your strategy down and want to facilitate more engagement and reach? Keep reading!


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Tips to Boost Engagement and Reach for Small Business

Is your content strategy in place, but traction seems to be slow? That is OKAY! Digital Marketing is a long game. You may have stagnant growth, and trying to boost engagement and reach will help! Here are our top 4 tips for effectively reaching new viewers:

  1. Compelling storytelling: Change up your captions to evoke more emotion or relatability. Create connections and memorable narratives.
  2. Spark meaningful interactions. Yes, your small business should spark interaction between your followers, who is relevant, and who you want to attract to your business. Meaningful interactions on social media can be as simple as leaving a comment on why their post brings you value or joy or responding to a story you love. Please don’t rely on the traffic that should be coming to you; make it happen!
  3. Eye-catching visuals for posts, reels, or any other form of digital marketing you’re putting out there on behalf of your brand.
  4. Strategic use of hashtags and SEO for Instagram and Facebook marketing. Hashtags are not dead, despite what may have been trending in marketing news a few months ago. Hashtags are still very relevant, and equally as relevant are keywords for SEO. For example, if you are an interior designer and you post on social media about an upcoming project, that caption may look something like: “Attention Charlotte homeowners! Transform your living space with our top-notch interior design expertise. ✨ Our team [insert name] is thrilled to unveil a sneak peek of our upcoming project – a seamless blend of modern aesthetics and timeless elegance. Stay tuned and follow us for more design inspirations, tips, and behind-the-scenes glimpses of our creative process. 🎨💡 #yoursmallbusinessname #charlotteinteriors #homedesigngoals” (Don’t forget, you can use up to 30 hashtags, but we like to create 15 or fewer!)


In this example, we’ve strategically incorporated relevant hashtags and optimized the caption with keywords like “interior design” and “Charlotte homeowners.” Not only did we make sure the post had a clear call-to-action (“stay tuned and follow us..”), but it was also easily discoverable by users searching for similar content. There is a powerful synergy between hashtags and SEO, maximizing the reach and impact of your posts on social media. If you focus your effort on these four areas, you can see an ROI of your investment in time, as well as a potential boost in engagement and expanded reach. 


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How can Express My Media serve your small business?

Having a marketing strategy that focuses on creating, posting, and optimizing your content is overwhelming, but we’ve got you! Our expertise in optimizing content for different platforms ensures your brand shines on every channel. Our team of experts takes the burden off your shoulders by handling all aspects of content creation, social media management, blog writing, and more. From planning and strategizing to scheduling and crafting engaging posts, we ensure your brand maintains a strong online presence without you having to sacrifice your core business tasks.

From the first meeting, our team at Express My Media:

  • Delves into your small business goals.
  • Identifies the target audience and characteristics.
  • Leverages existing analytics to determine practical approaches.
  • Develops a content strategy tailored to your business.


Ready to put these tips into action? If you have any questions or need expert guidance, contact our team! 

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