Content Marketing – Part 2 Episode 116

by | Mar 24, 2021 | Copywriting Conversations, Marketing Strategies, Podcast, Small Business Help | 0 comments

Hey there – and welcome to episode 116 of the Small Business Made Simple Podcast.

Thanks for leading me your ears today – I know you have lots of choices out there and I appreciate you making me one of them.

I’m Jenn, the host, marketing thought leader and digital strategist and coach for small businesses.  And just an all round small business lover with one goal in business – to make every small business I come across to make marketing a priority in their business – because if you want to grow, you need to market!

It’s that’s simple – not easy, but simple for sure.

Last week we have Mel Daniels on the podcast talking all things content marketing and it’s created quite the conversation in my community.

Content marketing is basically coming up with a plan, a strategy, around your content to help you reach your goals – you know the goals you set – you did set some goals yes?

If not, then that’s a totally different conversation but 100% something you should be doing.

It could be as simple as putting down your weekly intentions inside my Like Minded Business Owners Facebook group every Monday morning under the weekly goals post – get into the habit of doing that – it will help with your focus for the week and hopefully get your thinking about goals more often, and setting them of course!

But back to content.

Like I said it’s created a massive conversation through my socials and on my emails this week – there are a lot of people out there that don’t have a plan – don’t have a strategy and are posting for postings sake and emailing randomly without a plan.

Basically flying by the seat of their pants.

Which will work – for a while – and then not.

You see my biggest worry for these people, and if that’s you, then my biggest worry for you is that 4 out of 5 business owners fail in the first 5 years.

And of that 4/5 – 95% of them are female founders.

If that’s not enough to shake your tree – then it should be.

Those stats are alarming.

But realistically, very few people actually FAIL in business – it’s more that they burn out.

The get so tried of trying to get enough people to buy often enough and to come back often enough to make their business profitable – that they just go get a job.

And one of the big pieces of this “burn out” pie is the lack of a marketing strategy – the flying by the seat of your pants option – like I said, it works, for a while.

Until you are just so tried of thinking about what to post next or what to email about next, that you start to give up – you go from being consistent to being very inconsistent.

Think of it as if your favourite local store was open every day and then not – just open when they felt like it.  You keep calling, for a while, hoping they are open but eventually you WILL give up on them and go somewhere else to spend your money.

The same thing will happen if you fail to keep top of mind to your customers or clients via your marketing.  You might not have a bricks and mortar store – but that’s not the point I’m making – it’s more around the fact that we all need to be consistent with our marketing and keep showing up for our audience, but we need to do it strategically so we don’t BURN OUT and give up.

So, let’s take a look at what a strategy might look like for you – so you don’t  burn out and so you can be consistent with your marketing – no matter what marketing you are doing.

Step 1

We’ve got to start with our goals – what are your goals for the business – weekly, monthly, yearly, 5 years’ time and so forth.

It’s such an important piece of the puzzle.

If you don’t know what road to take – any road will do!

I was speaking to a client the other day who wants to do more speaking – that’s the goals.  But no where in her marketing could I see her using photos of her speaking, telling people one of her skills is speaking or asking for gigs – note the last one – just blatantly asking – asking for the sale (a step we so often forget!)

So, yes speaking was a goal – but it wasn’t included in her content marketing strategy.

You can’t expect to get too many speaking gigs, if no one knows you do that for a living or have that skill!

So, you can see how goals are so important.

What’s your goal for the next month?

Increase sales by 50% – ok but how?  How are you going to do that? 

Want to buy your email list by 1000 people this year – perfect – how?  Jenn I’ve got a lead magnet – it’s amazing and solves my ideal client’s biggest roadblock – that’s perfect – how to people find out about it – it’s on my website – great – how do you get traffic to your website – I’m posting on social media – great – how many times have you posted about the lead magnet – crickets …..

This isn’t rocket science and I think that’s it’s problem.

So many people over think what content marketing is – it’s content for your marketing to help you reach your goals!

Step 2

Start planning.

Do it how you think you should – what works best for you.

I’m a coloured pens and paper girl – so I print a calendar and start scribbling.

Make sure you put on your calendar:

  • Your holidays – your time off – start there – not finish there – are you in business for you and totally need time off over the course of the year – so mark it in. I take all school holidays off – so I mark it on the calendar – so I don’t have events going when I don’t want them
  • Mark public holidays and other significant events on the calendar – it’s hard to sell a workshop on Easter Monday, well I think it would be – because I mark out the holidays – I wouldn’t know!!
  • Start marking relative events on your calendar – Mother’s Day/Father’s Day/Easter – Sydney Mardi Gra – whatever days are significant to your business – if you sell flowers – mother’s day is going to be pretty important to have on the calendar!
  • Then start putting your own events/workshops/promotions on there. And marking say 6 weeks before hand so you remember to start building marketing collateral for it – email sequences, web pages, social assets and so forth.

Step 3

This is where your goals come in – start building content ideas around your goals.

Some people like to theme their socials and/or marketing.

So, in June, for instance, they will post 80% around the topic of sales mastery and in July the topic will be around budgeting for the Christmas buying season – and so on.

Perhaps theming might work for you?

The theme becomes what you blog about, what you email about and what your social post about for the month – again, not ALL of it – but the majority of it.  If you blog or podcast – then you are building enormous amount of content to repurpose into other channels anyway (hint, perhaps you should be blogging or podcasting so that content comes easier!).

If theming doesn’t work for you – then let’s think about goals again.

If you want to build your list by 1000 people this year – then you need to

  • Come up with something or a few things that people would want in exchange for their email address
  • And you’d better make it easy for them to get it!

Let’s stop assuming that because we put something up on Facebook last month that everyone that needed to see it – saw it!

You need to post consistently and often about things like this – if list building is your thing (and it should 100% be your thing, by the way)

Let’s say other goals are

  • 8 x speaking gigs
  • 12 x 1:1 clients
  • 15 x webinars/workshops
  • 3 x masterminds, and
  • 1000 people through your course

(See how I’m  being specific too – not more speaking gigs – 8 of them! Be specific in your goals)

Some content for those things could look like this:

  • 8 x speaking gigs – testimonials, posts with calls to action for book me for speaking, past speaking gigs, what you’re an expert on speaking about, book me now posts, urgency and scarcity posts
  • 12 x 1:1 clients – testimonials, book a free discovery call, client wins, highlighting clients, client showcases, posts that tap into biggest challenges, pain points, roadblocks, sale posts
  • 15 x webinars/workshops – testimonials, past events, posts that tap into biggest challenges, pain points, roadblocks, highlight outcomes, sale posts, urgency and scarcity posts, book now posts,

You get the gist!

Besides those types of posts you have posts from your blog/podcast that you do, posts around the lead magnets and freebies you offer, you have posts that set you up as the expert in your field – such as #tipstuesday posts, and things like quotes and ideals that light you up and that your audience would love to hear from you about.

To be 100% honest and some of you won’t want to hear this – but it’s true.  It’s true of everyone you look at who is smashing it with their marketing.

Two things actually:

  1. They have a hero piece of marketing of which the majority of their marketing comes from – either a weekly blog or podcast. If you don’t blog weekly or podcast weekly – then why not?  If you’re worried you don’t have enough to say – that’s bs – you do – you are the expert in your field – otherwise, you wouldn’t be doing it.  I thought I’d run out of things to say on my podcast – it was the thing that held me back from doing it.  I honestly thought I wouldn’t get to 27 but I thought 27 was better than nothing right!
  2. They have a plan and a goal as to the direction all their marketing is taking you. It might SEEM like they are just posting things – but they’re most likely building trust with you – trust is high up there for business success – after all we don’t buy things from people we don’t trust!

I hope this podcast has helped.  My wish for you is that you will sit down, get out a calendar – either print one or do it digitally and start putting your dates and goals throughout the calendar for the year.

If you can theme, even if that’s just parts of the year, then theme for your content.

After all if I told you what to cook every night – that would make your life simpler right?  Well so will a content plan.

This is a fabulous conversation to have and keep having for sure.  Content is SO SO important and that’s why I have just a big focus on it in my business and for my clients.

If content is something that you are struggling with – maybe reach out.  I have free discovery chats available, where we can have a look together how I might be able to you help you.  Send me a DM or go to my website and book a call –

But that’s it for episode 116 – I’ll be back for 117 next Thursday – look forward to chatting again then.

Have a fabulous week, whoever or whatever it brings.

If you’re enjoying this podcast, which if you have listened to here – you hopefully are, don’t forget to subscribe, share this episode with another superstar business owner who’s doing the daily grind and would appreciate someone making their business simpler, and leave a rating or review to show how much you are loving this free weekly content and my fabulous guests!

See you next week

But whatever you do,

……..remember small business peeps, as my opening song says, there’s no point in dreaming small!



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Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!

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