content creation

Content marketing, if done well, is much more than simply posting a 300-word blog once or twice a month. We strongly urge clients to think of content as an important piece of their overall marketing strategy. When working with retainer clients, we plan Content Calendars at least three months out, if not longer. With this strategy, we will plan which blogs, articles, emails, or other content will be written over that period, how they fall into any campaigns, where we will link back, and how we will repurpose the content.

Content Calendar

The best way to show our strategy is with an example. For us, a digital marketing agency, we want to close a deal this year with a large nonprofit focusing specifically on web development, campaigns, and social media. So start with the end in mind – what is the goal? To close a large nonprofit client. How do we get there? Now we look at campaign strategy. A few pieces that might be included in this campaign:

• BLOG – Website Development for Nonprofits
• BLOG – Social Media Benefits for Nonprofits
• BLOG – Tech Soup & Guidestar – How to Validate Your Nonprofit Online
• BLOG – Freebies & Discounts for Nonprofits – Hosting, Processing, and More!
• WEBINAR/BLOG – How to Set Up Social Media for Your Nonprofit
• WEBINAR/BLOG – How to Ask for Donations Via Email Marketing
• EMAIL CAMPAIGN – 7 email drip campaign automation that will send after ad -> landing page -> form fill

Now I have a specific strategy and Content Calendar outline that maps out all of my content for 2-3 months, that has a specific audience and purpose. You can also repurpose all of this content and create videos out of blogs and vice versa, as well as giving sneak peeks of your content in social media posts or emails. Repurposing content effectively will save you a lot of time and money as well as help you remain consistent in your messaging.