A Quick Guide to Kickstarting Your Small Business Content Marketing Strategy | Pepper Content
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A Quick Guide to Kickstarting Your Small Business Content Marketing Strategy

Team Pepper
Team Pepper
Posted on 9/04/216 min read
A Quick Guide to Kickstarting Your Small Business Content Marketing Strategy

Content marketing costs 60% less than any traditional form of marketing. Its returns are also long-term, which is why it is the perfect marketing strategy for small businesses looking to make a dent in their universe.

Content marketing costs 60% less than any traditional form of marketing. Its returns are also long-term, which is why it is the perfect marketing strategy for small businesses looking to make a dent in their universe.

Content marketing has been around for more than a century now. It all started in 1895 when John Deere released its quarterly magazine ‘The Furrow’. This wasn’t a catalog of the company’s products but talked about agricultural tips and tricks that resonated with its readers. Cut to the present day when the internet has given us an opportunity to advertise our business to countless potential customers through the various types of content marketing and a relevant content marketing strategy.

Source: Contently

With the evolution of technology, new forms of content are making their way to the market. An estimated 3.8 billion users access the internet from their mobile phones according to Statista, and this makes it easier for businesses to reach more people than ever before. Additionally, a robust content marketing strategy has become the foundation for modern business growth. In fact, as per a HubSpot survey, 70% of marketers are actively investing in content marketing.

What is the Relevance of a Content Marketing Strategy for a Small Business?

Content marketing is all about the creation and distribution of high-quality content for people to help them form an opinion about your brand. If you are a small business looking to promote your brand, creating unique content is of paramount importance. 

Content marketing costs about 62% less than any form of traditional marketing according to DemandMetric while generating five times as many leads. Developing a concrete content marketing strategy can unlock new opportunities to gain momentum in the market. For small businesses, content marketing online has become an effective way of competing with larger competitors without having to spend too much on marketing collateral. In fact, customized content is gaining massive popularity, where brands can showcase their unique values and grab the attention of prospects on the internet. Modern marketing is quick and a content marketing strategy is a compass that can help your business navigate a sea of information. 

7-step Guide to Creating a Content Marketing Strategy

We have curated a comprehensive seven-step guide to kickstarting your content marketing strategy. Here’s what you should consider if you want to make the most of your content promotion online:

1. Define your mission and objectives

Content marketing is all about developing a relationship with readers and viewers. When starting out with a content marketing strategy, it is important to define your goals clearly. Extensive research can help you understand the expectations of internet users. By analyzing the trends on the internet, you can design and develop content that appeals to your target audiences. 

While preparing a content marketing strategy, it’s important to set clear objectives and achieve the best results within a dedicated time frame. The purpose of a content plan is to ensure that you stick to consistent and seamless delivery of content in order to engage with internet users.

Some examples of setting objectives include:

  • Picking a brand tone and identity;
  • Choosing the ideal promotional channels to reach your targets;
  • Dedicating an ad budget to online promotions;
  • Deciding on how frequently you must post on social media;
  • Choosing the right kind of content for each promotional channel;
  • Creating a plan to generate leads and track their progress; and
  • Analyzing market data to draft a compelling content plan.

When you have clearly defined objectives, you can set up a content marketing strategy that works for your business. 

2. Identify the performance metrics of your content

An important aspect of content creation is the ability to assess the performance of your content. Especially when promoting content online, it becomes much easier to track the performance of your content and decide what works for your viewers. Keeping tabs on the reaction to your content is necessary in order to build a relationship with the market. Various businesses have various needs and the internet can simplify the performance of your content with statistics.

Some factors that indicate the performance of your content are:

  • Unique page views
  • Click-through rate of your ads
  • Shares on social media
  • Comments on your post
  • Net revenue generated
  • The conversion rate of online campaigns
  • Average time users spend on your website

With a clear idea of how to assess the performance of your content, you can distribute the right material to the ideal persona of your viewership.

3. Pick the right channels for content promotion

One of the most fundamental aspects of a content marketing strategy step is picking the correct channels to start advertising. While Facebook has more than four billion users, this market is a go-to option for almost every business. Instagram, on the other hand, is a platform known for businesses keen on photo-sharing and product displays. Pinterest is another photo-sharing platform with a focus on infographics, memes, and visually stunning graphics. Each platform has a unique identity that influences the type of content that works well for its users. Other platforms like LinkedIn, YouTube, and Google+ also offer access to a vast user base. To ensure that your business delivers the best experiences to viewers, it is important to choose the right promotional channels. This can save time and costs by delivering quality content to ideal customers.

Understanding your target audiences is vital to picking the correct channel to promote your branded content online. 

Source: Search Engine Journal

4. Make a schedule that works

Consistency is the key in content marketing. When you develop a content marketing strategy, it must align your objectives with the pattern of consumption among your audiences. You must know the most active time of your audience. You must know which days are likely to work for contest ideas and what types of videos ensure splendid engagement. Social media analytics, ad performances, and blog views are all great insights into developing a schedule that works for you and your audiences. Additionally, making a schedule gets everything more organized. When you deliver consistent, quality content to viewers, the credibility of your business skyrockets. A schedule for all your content promotions online can save time and costs and boost your content marketing strategy benefits

5. Focus on distributing quality content

Once you have a clear idea of how to approach your goals in content promotion, it’s time to develop the best content. After identifying the types of content your team will work with, you can dedicate time and energy to bringing the best quality. The internet is filled with information. To stand out from the competition, your content should be good enough to inspire viewers to take action. Use video marketing, interactive polls, and creative visuals, and engage with your audience on social media to further your relationship with the market. When your content promises quality, more users will depend on your business as a source of information. 

The most important aspect of content marketing is to generate reactions and interact with people in a way that showcases your brand in the best light. Your goal as a business is to advertise your product and services while providing value to the people who come in contact with your content.

6. Track the results of your content plan

Once you get going with the distribution of content on social media, websites, or email, you gain a clearer idea of what works well. Understanding how people respond and react to your online campaigns is fundamental to your success. Utilize every opportunity to collect data about your viewers, customers, and their experiences. Facebook analytics, Google analytics, YouTube analytics, website analytics, and blog subscribers are all great ways of tracking the results of your content performance. There are many free tools that businesses can use to determine the click-through rate, with webinar registrations and viewer retention being among numerous other metrics. For each piece of content that goes online, your business should track the results. That’s how you continue to improve your content for consumers.

7. Refine your plan and repeat your winning tactics

Content marketing is focused on creating better experiences for users. Your content should be engaging, informational, and easily understood by people. To ensure that your business delivers the right message, it is important to analyze the response to your publications. By striving to make each interaction with the market engaging, businesses can deliver a content marketing strategy that works best. After all, you are advertising for goodwill, credibility, engagement, publicity, and conversions. To guarantee conversions, your content should inspire people to take action. Refine your approach with every credible insight you gain from promoting your content on various online platforms. As time progresses, you will have an arsenal of high-performance strategies that will win the hearts of your customers. In today’s world, content is quality, and quality is enhanced through enough research and analysis.


1. What are the steps to developing a content marketing strategy?

Five steps to creating a content marketing strategy include: 

1. Set your goals

2. Define your user personas

3. Do a content audit

4. Create an editorial calendar

5. Create a content infrastructure

2. How do I create a content marketing strategy?

You can create a content marketing strategy by following the below steps: 

  1. Establishing well-defined goals
  2. Setting up Key Performances Indicators (KPIs)
  3. Picking the right content for each channel
  4. Setting a budget
  5. Distributing content and examine the response

3. What is included in a content strategy?

A content strategy includes the creation of various types of content marketing like blogs, infographics, videos, visuals, etc., and its planning, delivery, and governance. This strategy helps in the marketing of a business’s products and services on digital channels like social media, websites, etc. 

4. How content marketing can help small businesses?

Content marketing can small businesses by:

  • Growing brand awareness and maintaining brand identity.
  • Gaining an edge over competitors who are not deploying content marketing.
  • Creating trust amongst customers and prospects.

5. Do small businesses need content marketing?

Content marketing is much more important for small businesses because they don’t have the marketing budgets that bigger firms have. Also since content marketing has high ROI and involves low cost, it is ideal for those companies that are just starting out.

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