Ask Andrew - Answering Your Content Marketing FAQs

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How do I get started in content marketing?

A good starting point is a content marketing audit. This is an inventory of all of your existing marketing collateral, such as current web pages, printed material, slide decks, blog posts, advertising, brochures and any old material hidden away in filing cabinets or folders that might be put to good use.

But ultimately it depends where you sit within the organisation, if you run the show or manage the department then it’s obviously much easier to implement a content marketing programme than if you’re just part of a team. Either way it’s important to get the buy-in or sponsorship from a senior figure. Then it becomes just like any other marketing strategy where you need to:

  • Know your audience
  • Set out your plan and objectives
  • Implement and measure

The content marketing audit forms the benchmark for all your content marketing activities moving forward. It’s a thorough analysis of what you already have, how effective it’s deemed to be and the consistency of message and tone of voice. With this knowledge you can determine the gap between where you are and where you want to be, based on your overall business objectives.

A thorough content marketing audit will provide guidance on:

  • The type of content you need to be producing
  • The target audience the content should aim to address
  • The stages of the buying cycle not currently being targeted
  • The best marketing channels for your target audience e.g.
    • eBooks
    • Video
    • Blogs
    • eNewsletters
    • Print
    • SMS etc

Brainstorming sessions can determine and support the content you need to provide and the picture you end up with will determine your action plan.

Content marketing doesn’t have to be the sole domain of marketing, if you have employees who are already active within the social media world or who are active bloggers in their own time then don’t be afraid to recruit them to your cause. All you need is a set of well understood company guidelines accompanied by an editorial calendar.

If these skills are thin on the ground you could consider bringing in a consultant to take you through the process, train your staff and possibly work with an outside creative agency to implement the content creation/design/distribution plan.

Be aware that content marketing is no silver bullet. It’s hard work and can take 6 to 12 months before you start to see sustainable results.

Attract more business through content marketing

Affordable ways to build your brand and highlight what makes you stand out

Content marketing is a smarter and more affordable way to get your business found and to highlight your solutions. To discover how I can help your business attract more customers and stimulate growth, check out my Content Marketing Support Packages and get in touch today.

Call today on 01803 413481, fill in the form below or email directly to help@andrewleonwalker.co.uk for more information.

Content Marketing Essentials

You get:

a. Content audit and review

b. 60 day tailored content plan
c. Blog creation – 1 per month
d. E-newsletter copy – 1 per month
e. Email support
f. Quarterly performance review report

£495 per month*

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Access expert advice and avoid costly mistakes

Content Marketing Boost

You get:

a. Initial fact finding meeting
b. SEO and Keyword review
c. 60 day tailored content plan
d. Blog creation – 2 per month
e. Enewsletter copy – 1 per month
f. Telephone support
g. Email support
h. Monthly telephone review
i. Quarterly performance review report

£895 per month*

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Get on the fast track to business growth

Content Marketing Super+

You get:

a. Initial fact finding meeting
b. SEO and Keyword review
c. Persona creation
d. 60 day tailored content plan
e. Blog creation – 2 per month
f. Social media posting (2 channels)
g. Enewsletter copy – 1 per month
h. Telephone support
i. Email support
j. Monthly face-to-face review
k. Quarterly performance review report

£1,195 per month*

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Build on your success and dominate your markets

All monthly packages require an initial mandatory discovery workshop charged at £250 +VAT and a minimum commitment of 6 months. An exit fee of £150 for each remaining month is charged if cancelled before 6 month term. After 6 months payment terms switch to rolling monthly contract with 30 days’ notice to cancel. Prices shown exclude VAT.

Get in touch to find out how I can help, call 01803 413481 or email help@andrewleonwalker.co.uk