Growing Your Business Via Content Marketing

• DateOctober 20, 2020
• AuthorLeah Swearingen
• Categories
  • Featured

High-quality content has helped businesses forge stronger bonds with audiences for years. As millions still isolate, content marketing has more impact than ever in expanding your market share.

So how does the small professional practice accomplish this? Absent a robust marketing team, can a business founder pull this off?

Content marketing is easier when you break down the pieces. Here are the primary roles and functions, which can overlap.  Depending on the company size, one or two people may own the entire process.

• Chief Content Officer. This person leads the content marketing efforts. They are the bridge between leadership’s voice, vision and values, and the company’s clients and other audiences. The CCO sets content direction and monitors consistency.  They see that content is integrated across all channels – website, email, social, etc. They adhere to schedules and deadlines, and ensure timely execution.
• Content Strategy Director. This incredibly important role helps develop editorial strategy and is responsible for the creation of high-quality content. They are the gatekeeper of subject matter focus areas, tone and voice.
•  Content Production Manager. It’s not enough to sound good; you need to look good. Whatever distribution channels you use, the final product must be polished. Text must be error free, images sized correctly, videos must load – you get the idea.
•  Data Base and List Manager. This seemingly dull grunt work deserves more respect than it gets.  Missing names, misspellings, and incorrect segmentation threaten key relationships. Keeping lists updated and properly segmented isn’t a thankless chore once you understand its significance to the bottom line.

The ways in which clients experience your business either drives or diminishes growth. High quality content, spaced at the right intervals, can help you keep and grow your client base.

If you’re in business for the long term, don’t treat content marketing as an afterthought.  Especially for professional service firms, it deserves the same time and attention devoted to sales, accounting, legal, and other key functions.