2018 Guide to Building A Content Marketing Strategy

Building A Content Marketing Strategy

Whether you are selling potting soil or baby cribs, consistently publishing quality content to your blog that answers the questions prospective customers are asking about your topic brings highly qualified traffic to your website to convert into customers. Building a content marketing strategy needs to be a priority for every blogger.

Building A Content Marketing Strategy

It’s clear that blogging is an effective way to promote your brand and grow your business. Blogging is how millions of people make a living – by writing and publishing the words that people want to read to attract visitors who want to click on and buy what they are selling.

This is also why competition for blog visitors and ranking content is so fierce. Many industries are over-saturated with blog content. You may have been 1 of 100 blog posts on the side effects of hot yoga on pregnant women six months ago, but today your posts could be 1 or 10,000 as everyone puts out sub-par content to reach new audiences.

Planning – Laying the Groundwork for Your Blog

Building a content marketing strategy doesn’t have to be complicated. The formula for success is simple: You need a goal and a plan to reach that goal. We make it complicated by throwing in variables and risks, but the formula is really that simple.

Today you should decide…

What are your blog goals and goal timeframes? (1000 visitors a month, 100 subscribers in 3 months, $100 income a week, etc)

What daily and weekly activities get you closer to that goal? (2 blog post a week, 1 short ebook a month, 5 social media posts a day, 3 Quora questions answered each week, blog and forum commenting Wed and Fri, etc)

What topics do your ideal customer search for? (A small-dog boutique might find their target audience is looking for information on how to calm their chihuahuas during thunderstorms. Three-ingredient meals might rank high for mommy bloggers. Keto meal plans get more and more popular with CrossFit blog readers.)

Data and research, trial and error, education and experience – they all contribute to developing more effective plans, but they aren’t the key. Building a content marketing strategy and committing to do what it takes to reach your goal is what differentiates successful bloggers from average bloggers.

RESOURCES: Free 2018 Content Marketing Calendar Template Guide with Excel Template and Tips on planning your marketing. Includes Content Marketing Calendar.

An Adaptable Content Marketing Strategy – You Need This

Have you ever wrote the best blog post in the whole world and nobody read it? Content Marketing takes blogging beyond writing great content to getting that content out in front of the right people to market your blog, your website, and your business.

You need to have a written strategy to have a blog that produces results. Random posting, lacking a focused keyword strategy, and sporadic promotion is a recipe for disaster. You’ll put in the work and get zero results. Even if you get someone to visit your blog, they are likely to bounce fast and never return.

Recent data from HubSpot shows that consistent blogging (at 16+ blog posts a month) creates more traffic:

“As expected, we found that the more blog posts companies published per month, the more traffic they saw on their website. Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.”

Building a Content Marketing Strategy HubSpotImage Source: HubSpot

In their research, HubSpot noted that small companies with 1 to 10 employees that published 11 or more blog posts per month drove much higher traffic than companies of the same size that published fewer posts: 3 times more than companies that published 0 to1 posts and 2 times more than those publishing 2 to 5 monthly posts.

To consistently publish blog posts and more than your competitors, you need a content marketing strategy in place that documents your topics, keywords, headlines, SEO process, publishing schedule, and promotion activities.

RESOURCE: CoSchedule.com has an awesome Content Marketing Strategy post with 10 detailed steps to create your content marketing strategy. The post includes a free template if you opt-in. Totally worth your email address and you won’t be disappointed with the top-notch posts they send to your inbox.

If it took two hours to write a blog post, you should at least 15 minutes search engine optimizing the heck out of that post before publishing it and at least two hours promoting it after publishing it. Then you create a plan to continue to promote your highest performing content.

When creating and promoting your content keep long-term value in mind while building a content marketing strategy. Start by developing base level evergreen content that will attract the right visitors to your blog for months and even years.

With a strong foundation, your blog consistently brings traffic to your website and gives visitors other posts and web pages to click through that demonstrate your expertise while showcasing your products or services.

Blog Quote - Build a Content Marketing Strategy

Search Engine Optimization – SEO

More than relying on the A.D.D., short attention span of social media algorithms and users, successful bloggers bank on long-term promotion from organic search engine results.

Search Engine Optimization (SEO) and learning how to consistently rank high in Google or Yahoo search is a more sustainable approach to content promotion.

RESOURCE: HubSpot’s 10 Blog SEO Tips to Search Engine Optimize Your Blog Content

  1. Focus on 1–2 long-tail keywords that match the intent of your ideal reader.
  2. Include these 1–2 keywords in specific parts of your post. (Title Tag, Headers, Body, URL, Meta Description)
  3. Make sure your blog is mobile-friendly.
  4. Optimize the meta description, and use all the space.
  5. Optimize your image alt texts.
  6. Don’t use too many similar topic tags.
  7. Use URL structures that help your visitors.
  8. Link internally when possible.
  9. Use Google’s Search Console.
  10. Use topic clusters.

You won’t see immediate traffic gains like you would with an engaged social media post but those one-day spikes in visitors from social media aren’t as consistent and long-term as having your blog post show at the top of millions of search engine results over months and years.

RESOURCE: Moz.com publishes extensively researched and data-heavy posts on what does and does not work for SEO. Here are the bullet points for a Successful SEO Writing Process from Rand Fishkin, my most trusted source for all things SEO.

Step 1: Assemble all the keywords that a page is targeting

Step 2: You list what the searchers are actually trying to accomplish when they search those queries

Step 3: Create a visual layout

Step 4: Write first and then add the keywords and the crucial, related terms, phrases, top concepts, topics that you want into the page

Step 5: Craft the hook, the hook that will make influential people and publications in this space likely to amplify, likely to link

Blog Promotion – Content Marketing Checklist

Writing great content isn’t enough. Blog promotion is a crucial part of building a content marketing strategy. Aggressive promotion of each blog post for at least three months after publishing ensures your content gets in front of the people who are looking for it. With quality content and a promotion plan, the right kind of traffic will consistently reach your website.

Set time on your calendar each work day for blog promotion activities such as these:

  • Subscribe to RSS feeds of blogs on your topic and look for posts to comment on with valuable feedback
  • Post on social media using hashtags and keywords that are frequently searched
  • Reach out to influencers you quoted or referenced in your blog posts to see if they are interested in sharing your posts with their followers
  • Repurpose your blog post into an infographic, slide presentation, or podcast and post on top sharing sites such as Pinterest and SlideShare.

RESOURCE: Unfunnel.com has a great content marketing checklist to use after you publish your blog posts: 30 Little-Known Ways to Promote A Blog Post in 2018

Building a Content Marketing Strategy in 2018

It all starts with a plan. Once you identify your goals and the search intent of your ideal audience, you’ll be on track to consistently deliver the content future buyers, and subscribers need to engage with your website.

In 2018 your blog needs structure and strategy to outperform competitors and get your piece of the pie. A clearly defined content marketing plan includes a content strategy that details the creation and publishing of useful content and a promotion plan that gets that content ranking on search engines, visible in the right online communities, and popular on the social media networks where your ideal customers hang out.

Need help with your content? Check out our services or just email us at SayMore@SayMoreServices.com and ask a question. We love to hear from our readers!

FREE 2018 Marketing Calendar Template DOWNLOAD H-SHADOWDownload your FREE 2018 Marketing Calendar in excel for your small business planning.

Creating a Marketing Calendar for Your Small Business in 2018

Creating Small Business Marketing Calendar

Creating a Marketing Calendar for Your Small Business

Successful small businesses, freelancers, authors, brands and entrepreneurs plan out marketing activities months if not a year in advance.  Creating a marketing calendar as a visual and scheduled part of your marketing plan lets appropriately allocate your most valuable resources: time, budget, and manpower.

Why is Creating a Marketing Calendar Important?

Creating a marketing calendar gives you a clear advantage in effectively marketing your business.  While your competitors are scrambling to play catch up with holiday marketing and special event marketing you are ahead of the game and reaching customers first by deploying unique marketing planned months in advance.

For your marketing to be effective, you must prioritize activities and combine many marketing strategies. And juggle all of that while…

♦ planning content

♦ managing ads

♦ coordinating staff

♦ monitoring outsourced support

♦ tracking marketing supplies and deliverables

♦ meeting deadlines

This can be especially difficult for small business owners and solopreneurs who have to wear multiple hats and manage all business operations.

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How are you keeping track of all of that without creating a Marketing Calendar?


You just cannot keep track of all the moving parts of your marketing plan when it is in a folder on a flash drive or in a file cabinet.  Your marketing plan is the key to growing your business! Creating a marketing calendar puts a clear visual of scheduled, actionable steps in front of you every day.  You’ll know what needs to be done to reach your goals and be prepared to meet your customer’s needs.

Create newsletters that engage. Join the GetResponse Email Marketing Revolution!


Creating a Marketing CalendarWhat if I don’t have a marketing plan for my small business yet?

If you don’t have a marketing plan in place, then creating a marketing calendar is an EXCELLENT exercise to get you started. You just need a goal and a strategy to give your marketing plan focus.  From there you look at each month and fill in the marketing activities that will help you reach that goal.
Example of how you can build a marketing plan from filling in your marketing calendar…

COMPANY: Flora’s Florals

GOAL: Increase sales by 10% each month

STRATEGY: Get more customers in the store


Jan 2 – Give new logo to printers for Valentine postcard

Jan 6 – Schedule Facebook and Twitter post for next week

Jan 8 – Proof Sunday paper ad for Valentine section

Jan 9 – BLOG POST “How to get Cheaper Valentine Flowers”

Jan 13 – Schedule Facebook and Twitter post for next week

Jan 14 – Put up POS Flyer with Valentine PRE-ORDER specials

Jan 17 – Prepare coupons for Chamber of Commerce luncheon

Jan 18 – Pick up new sidewalk sign

Jan 19 – Review Facebook Ad retargeting for local performance

Jan 20 – Schedule Facebook and Twitter post for next week

Jan 23 – Launch revised Facebook campaign

Jan 27 – Schedule Facebook and Twitter post for next week

Jan 29 – AD IN SUNDAY PAPER for Valentine’s Day

Jan 30 – Put up POS Flyer with Valentine’s specials

WRITE YOUR MARKETING PLAN: Using your planned tasked from above you can start to categorize your marketing activities and build out your marketing plan.

With Flora’s Florals January scheduled activities as an example she can start to build out her marketing plan knowing she will need sections for:

♦ Budget (for everything)

♦ Marketing Collateral (logo design, postcards, flyers, sidewalk sign)

♦ Social Media Planning and Advertising (post schedule, advertising)

♦ Traditional Marketing (direct mail, ad in paper, sidewalk sign, flyers)

♦ Content (blog, social media posts, graphics)

♦ Digital Marketing (Facebook Ads, Ads for blog)

You can build a marketing plan for yourself by creating a marketing calendar by filling in a few months first.  With your marketing calendar in front of you write a simple marketing plan that includes your marketing goals, your strategies to reach those goals, and what is already being done.

Refine and edit the document and your activities by asking yourself these questions:

♦ Do my activities support my strategy?

♦ Where is my highest ROI?

♦ What activities can I add to my marketing plan to get me closer to my goal?

♦ Where is my lowest ROI?

♦ Will a redistribution of resources make a positive change?

Answering these questions will help you generate ideas on how you can improve your marketing.  They will also spotlight activities you should consider getting rid of to allocate those resources to new or better performing activities.

In the end, you’ll have documented what your marketing goals are, your strategies for reaching those goals, and the steps that will get you there.

Having a Marketing Plan + Creating a Marketing Calendar = SUCCESS

Your marketing calendar is not a replacement for having a marketing plan. And a marketing plan that is created and not looked at for a year isn’t going to do much to grow your business.  With strategic planning and a commitment to executing the marketing activities that support your goals, effectively utilizing your marketing plan and your marketing calendar is the fastest path to success.

Download the FREE 2018 Marketing Calendar Template in Excel Here


5 Big Holiday Marketing Ideas on a Small Budget

5 Big Holiday Marketing Ideas on a Small Budget (1)


5 Big Holiday Marketing Ideas on a Small Budget (1)5 Big Holiday Marketing Ideas on a Small Budget

The holidays are approaching – quickly. Take advantage of the festive and giving atmosphere by positioning your business to be top of mind with your customers.  According to the National Retail Federation, 20 to 40 percent of yearly sales for small and mid-sized retailers take place within the last two months of the year.  How are you going to optimize your marketing efforts in November and December?

Try out one, or all, of these holiday marketing ideas without busting your marketing budget.

Customer Appreciation.

Encourage repeat business and spread the holiday spirit by showing how much you appreciate your customers. Faithful customers should get special attention during customer appreciation and new customers or prospects should get your top-notch, above and beyond, holiday customer service. Why not do some of these:

  • Send holiday cards and contact your customers offering special appreciation pricing, sneak previews, or special offers.
  • If you have a physical location try a customer appreciation event or day where you can show off what is available for the holidays, give out special coupons, hand out samples, offer free cider, candy or treats, and really lay on the charm.
  • Encourage repeat business by offering a 10 to 20% discount off the next total purchase price if the customer presents a Customer Appreciation Day receipt of purchase at check out by Christmas Eve.

Weekly Specials.

Designate each week between the week of Halloween and the week of New Years as having a special theme with discounts for, and focus on, one product or service. Do inexpensive in-store/storefront signage, website/blog/email promotion, and advertise (per your budget) in a clear calendar style format that showcases your specials. Put your best of the best money-makers, or introduce something new you are excited about, on the ever important Thanksgiving week (to include Black Friday and Small Business Saturday) and the week leading up to Christmas. If you are heavily online – give the special bonus of extending the Thanksgiving week special to Cyber Monday in addition to the special for the week of Cyber Monday.

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Community & Charity.

While non-profits could certainly use your money, they are equally in need of volunteer time and services, as well as free supplies. Without touching your marketing budget you can assist a non-profit or the community in any way your expertise helps or with anything your hands can do.  Not only are you doing a good thing, it is a great opportunity to network with other contributors and possibly have your business mentioned as a sponsor, contributor, donator or volunteer. Focus on a specific event or program and regardless of what the organization can provide for you in return, make sure your customers and community know what you do for the community through your blog, press release, community paper/magazine, or simply placing photos in your place of business.

Promote Thy Neighbor.

The holidays are the perfect time to partner with other businesses. Think of what businesses compliment your business or look to your physical neighbors for cooperative opportunities if you are a brick and mortar shop. Some ideas include:

  • Split a larger local advertising space
  • Swap in-store or online advertising space
  • Give a coupon for the other business with a purchase from your business and vice versa
  • Set up a small display of free samples with your store information.

Gift Certificates.

Gift Certificates are great because they are inexpensive to create, can be managed easily in-house, and don’t require any fancy point of sale programming or extensive training to implement. But probably the best thing about Gift Certificates is that they are so often not redeemed because they are lost or forgotten, but you already have the money. Keep in mind these key points:

  • Create extremely professional looking gift certificates and packaging.  Someone is receiving this as a “gift”, so make it special.
  • Have a system in place for dispersing and redeeming gift certificates.  They should be clearly numbered and tracked at all stages from creation, sale, and redemption.
  • Once you have created your gift certificates, treat them like cash money and properly secure them from theft and mismanagement.  You don’t want to have to honor a gift card that was not properly purchased.
  • You can create gift certificates for a certain dollar amount and treat it as a discount for point of sale purposes. Or you can create a gift certificate for a specific product, service or package but remember you will need to create a point of sale procedure for redemption.
  • Consider including some fine print such as a two-year expiration date, noting that gratuity is not included but appreciated, contact information for inquiries or appointments, etc.

Do you have a great idea for low-budget holiday marketing? Please share in the COMMENTS!

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Download your FREE 2018 Marketing Calendar in excel for your small business planning.

Why Small Bussiness Needs Inbound Marketing

Imagine being able to take the money you spend on newspaper and magazine ads, or radio and television commercials, and put it back into your business.  That is a real possibility when you switch your marketing towards more effective and less expensive long-term inbound marketing strategies.

Why Small Business Needs Inbound Marketing Say More Services

Why Small Business Needs Inbound Marketing

Your Inbound Marketing Efforts are Working for You 24/7

With traditional advertising and online advertising, you are paying a set amount for a defined period for a guestimation of people who might see your ad.  And when that defined time period is over, or that one-time print ad or mailer has been distributed, that money is gone. The advertising you paid for is gone. You can start over and spend more money on a new ad or give up.

But check this out: With Inbound Marketing you have the opportunity to develop online content of value that brings customers to your website.

  • A blog post that answers a question EVERYBODY is looking on search engines for.
  • A free booklet or video that shows people how to do something.
  • A look inside what you do or customer success story that makes people feel good about your business.

These are the type of content pieces that draw customers to your website and give you an opportunity to demonstrate your expertise on a subject where they have a need.

With Inbound Marketing You Spend Less and Earn More

Developing and publishing this type of content on your website (AND optimizing it for search engines) is a long-term investment that works for you around the clock for as long as you have your website and the information is relevant.  And all this marketing cost you is the one-time expense of creating that piece of content.

Looking at the return on investment, HubSpot reports that the close rate on Inbound Marketing is almost 15%, compared to the 1.7% close rate for traditional outbound marketing.  Apply that math to the ROI you’ve seen from your traditional marketing and see if your head doesn’t explode.

Inbound Marketing is a Shorter Path to Sale for Customers

Here is the thing about ads: They are great for building awareness, but they suck for closing a sale.  It’s tough to get a person to see an ad from an unknown business and trust that business enough to click on their website or visit their location, much less make a purchase.

With Inbound Marketing you are GIVING something of VALUE to people.  That gets them to your website where you have other awesome content, demos, reviews, and testimonials that make them trust you and choose your business for their next purchase.


When you design and deploy content to the exact audience of people actively looking for help around the products and services you provide, you get skip several expensive and ineffective steps in the traditional marketing process.

That is why you should be building and Inbound Marketing Strategy that gets your business in front of people working on their next solution (purchase) right now online.

Want to Talk About Your Inbound Marketing?

You just got the quick summary on a big topic.  If you’d like to discuss how Inbound Marketing can help your business, give us a call at 866-419-3902 or send an email to SayMore@SayMoreServices.com and we can chat.

This Week in Content Marketing – September 24, 2017

This Week in Content Marketing SAY MORE SERVICES

This Week in CONTENT MARKETING – What’s new out there in the land of Content Marketing that is going to make you a better writer and marketer?

Content. Content. Content. It’s everywhere, the Good Content, The Bad Content, and the Ugly Content.  This Week in Content Marketing brings you the best of the best content from across the web.

When I run across something that could really educate, push, or entertain YOU, my clients and readers, I want to share that rare unicorn. So here it is… the best in content marketing content for this week.

If something is missing that can help other professionals (and even dabblers) reach their goals or if you’re sure something on here isn’t delivering on its promises LET ME KNOW! Real conversations are our favorite type of content here at SAY MORE!

Read This Week in CONTENT MARKETING – Sep 24, 2017

HubSpot Introduces Content Strategy Tool

Via Demand Gen Report

HubSpot Content Strategy ( a feature of HubSpot’s paid marketing software) is a tool designed to help marketers adapt their content creation to the way modern search engines and modern buyers work today. Through creating, optimizing and measuring topic-based content, the tool aims to enable businesses to build sustainable organic traffic that generates more traffic, with less content.



Content Marketing Trends to Watch for 2018

Via Content Marketing Institute

About 12 months ago, I covered some content marketing trends to watch for 2017… Native advertising is still the gateway drug for many content marketing programs, and mobile is, well, it continues to be the flavor of every month as consumer use grows. But some truly interesting events have occurred over the past few months that, I believe, begin to speak to the evolution of the content marketing practice itself.




Moz’s Brand-New SEO Learning Center Has Landed!


The vision behind the SEO and Search Marketing Hub had always been to educate SEOs and search marketers on the skills they needed to be successful in their jobs. While the site section continued to serve that purpose, somewhere along the along the way we started getting diminishing returns. Our mission, then, was clear: Re-invent Moz’s learning resources with a new structure, new website, and new content.



15 Content Marketing Tools You Can’t Live Without

Via Neil Patel

As many as 88% of B2B marketers use content marketing as part of their marketing strategy. Are you part of that 88%? If you are, you’re probably well aware of all the benefits. If you aren’t, it’s just a matter of time. You’ve likely already realized its importance and plan to make changes to include it in your overall marketing strategy ASAP. But how do you get started if you’ve never done it before?




Here you’ll find great deals, freebies, and new products each week in “This Week in Content Marketing” perfect for the small business working to do BIG THINGS!

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Combine These 5 Research-Based Ingredients for Higher-Quality Content

Via CopyBlogger

It’s undisputed: well-crafted, high-quality content is how a brand builds an audience, trust, and loyalty today. Great content helps you earn the attention of the people who need your product or service. Existing loyal customers are drawn to quality content, too, in large part because it builds trust and authority, creating top-of-mind awareness for your brand.



The 30 Magic Marketing Words You Should Be Using

Via Vertical Response

Language is a powerful tool — it enables you to connect with audiences and spur them to take action. For email marketers, the importance of using the “right” words cannot be overstated. Which word or phrase will click with your subscribers and nudge them to open emails, click to visit your website or make a purchase?


You’ve got a lot to say…

Let us help you communicate the value of your products or services. At SAY MORE! we specialize in creating persuasive and engaging content from blog posts to training scripts and social media posts that compel action from clients, prospects, customers, and employers.  Check out our SERVICES to see how we can help you Say More! And check back each week for This Week in Content Marketing for more insight, Tweets, and Deals.


The FREE 2018 Marketing Calendar Template in Excel is COMING IN OCTOBER!  Check back to download your copy.

Read This Week in CONTENT MARKETING – Sep 17, 2017

This Week in Content Marketing SAY MORE SERVICES

This Week in Content Marketing SAY MORE SERVICESThis Week in CONTENT MARKETING – What’s new out there in the land of Content Marketing that is going to make you a better writer and marketer?

Content. Content. Content. It’s everywhere, all the time, unfiltered and unranked.

Much of it half-hearted and half-assed – just thrown at the wall to see what sticks.  Like a pig in the mud, this is where I live… blissfully covered in content whether good or bad.

When I run across something that could really educate, push, or entertain YOU, my clients and readers, I want to share that rare unicorn. So here it is… the best in content marketing content for this week.

If something is missing that can help other professionals (and even dabblers) reach their goals or if you’re sure something on here isn’t delivering on its promises LET ME KNOW! Real conversations are our favorite type of content here at SAY MORE!

Read This Week in CONTENT MARKETING – Sep 17, 2017

9 Content Marketing Trends to Look Forward to in 2018

NEIL PATEL – Being able to anticipate trends, as well as the change in audience behavior based on technology trends and updates, can help you adjust your strategy and get ahead of the wave.



The One Skill That You Need Need To Master in Content Marketing

JEFF BULLAS – There is one skill that all content marketers need to learn. The art of writing. Good writing skills underlines and supports video and even audio. The headline, script, and description are just a few. Crafted words and considered communication are important in changing minds and moving hearts.




CMI TWEET - This Week in Content Marketing SAY MORE SERVICES

Measurement Framework: How to Document Content Marketing ROI

NEWS CRED – At NewsCred, we talk about how the goal of content marketing is not to be good a creating content, but to instead be good at business by using content. In this new age of performance content marketing, clearly defining a business outcome is critical to success.



5 Tips to Create a Data-Driven Content Marketing Strategy

SEARCH ENGINE WATCH – Content marketing has become the secret weapon in a successful marketing strategy, with brands using different types of content to add value and grab their audience’s attention… and market with intent, using content and SEO to raise awareness, engage and convert.



One Ridiculously Easy Way to Enhance the Power of Your Blog Posts

COPYBLOGGER – The overall aim of your blog is to help your audience with the issues they struggle with while also educating them on what they need to know to do business with you. That’s too much responsibility for just one article, so each blog post you publish can be thought of as a piece of your content marketing strategy puzzle.



35 Lesson You Can Learn from Great Business Blogging Experts

ENVISION CREATIVE – Blogging tips should be simple, helpful, and effective. In this post, you’ll learn the top 35 tips used by the best bloggers and content marketers in the world to create amazing posts that keep readers coming back for more.




Here you’ll find great deals and new products each week perfect for the small business working to do BIG THINGS!

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You’ve got a lot to say…

Let us help you communicate the value of your products or services. At SAY MORE! we specialize in creating persuasive and engaging content from blog posts to training scripts and social media posts that compel action from clients, prospects, customers, and employers.  Check out our SERVICES to see how we can help you Say More!


The FREE 2018 Marketing Calendar Template in Excel is COMING IN OCTOBER!  Check back to download your copy.