How to Start a Content Marketing Campaign
When I started my first company the piece of advice I heard over and over was to start SEO and content marketing as soon as possible. I heard from several entrepreneurs across industries that echoed the same advice. It didn't seem to matter when they started their company that the advice was consistent. Starting and executing a content marketing strategy was one of the things they put on the missed opportunity list.
With all of the good advice as I started my company it was the first thing to fall off my to do list. It was a lot easier to deal with the technical issues and investor relations then to sit down and try to execute a marketing plan. Every time I engaged with a freelance content writer it started off great and then 2 months later it was like herding cats. I knew the freelancers were going to be challenging to understand the domain knowledge but had no other choice when it came to time management. It was not until I had a sit down with a marketing professional that I realized I had to take SEO and content marketing seriously.
With 5 false starts I finally was putting the pieces together to get my content marketing engine off the ground. I wanted to share some notes on lessons I learned and what I would tell myself and how I could have saved $5,000 by setting the agenda from the start.
It starts and ends with people - if you do not have the right people in place to create the content then you should not start a campaign.
Your Product or service come first - a great campaign will not help if your product is not competitive.
Getting started is not the hardest part - keeping up with the content is the hardest part. Making sure you are consistently posting and adding new value for your potential clients is the hardest part.
Edit, Edit, Edit - do not think you will sit down and an hour later have a final piece of marketing content to share with the world. Build in the time to step away from the piece and come back and edit later.
SEO is a tricky Beast - it's always going to change and it is equal art as it is science but don't let that scare you. A lot of "experts" will try to create an opaque view of SEO. Yes, there are a lot of moving parts but you can also figure it out.