Imagine for a moment Jerry Seinfeld walking into your office and saying, “You need a content marketing plan and I’m here for the day to help you come up with some ideas.”
Let’s call him “Imaginery Jerry.” Why? Because it rhymes. That’s it.
What sort of impact do you think the content he created with you that day would have on your business?
Believe it or not, for the majority of businesses out there, that day spent with Mr. Seinfeld would have little to no impact at all (other than a sore stomach from laughing so much).
Really! Why not? Because most small businesses still don’t have a content marketing plan! As a result, competitors that have a solid content marketing plan are getting ahead. In other words, “NO SOUP FOR YOU!” However, it’s not too late. We’re here to help. (And so is Jerry)
Ok, back to the “Imaginery Jerry” for a day example. But, this time we’ll operate under the assumption that you already have a blog, a few social media channels, and an email service provider to grow your list.
How would “Imaginary Jerry” help with your content marketing plan?
He, and of course his writing team, have an amazing ability to speak in terms that people can understand.
“Seinfeld” was a self-described show about nothing. However, the content was frequently written about the day-to-day lives and experiences of the writers and creators. For example, George’s storyline in “The Revenge” episode is loosely based on Larry David’s experience at Saturday Night Live.
People understood what they were talking about because they had similar experiences. It wasn’t a show about nothing. It was a show about everything!
What does this mean for your business?
So when “Imaginary Jerry” walks into your office for the “Imaginary Jerry” for a day, here’s something you could do:
Calm down. Breathe. Yes, it’s Jerry fricking Seinfeld. But, it’s really “Imaginary Jerry” and you only have him for a day so focus.
Next, explain to “Imaginary Jerry” what you do.
Be specific and be brief: “Imaginary Jerry, here’s what we do…here’s what it will do for our customers…here’s what we want them to do next.” That’s it! Simply tell him what solution you are providing or what problem you are solving for your customers. After that, tell him what you want your customers to do next (also known as a “call-to-action”). For example, do you want them to sign up for your list? Set up a consultation? Download your eBook? Call for a quote?
Then, tell him as much as you can about your target market. What are the top 3 to 5 common traits of your best customers/clients? And tell him why they buy from you.
Next, Shut up and listen! Let the imaginary genius do his thing and take notes. (In case you were wondering, “Imaginary Jerry” is really your team brainstorming ideas together.)
When “Imaginary Jerry” leaves and everybody has stopped talking about the fact that a hologram of Jerry Seinfeld randomly walked into your office, put your remarkable content ideas together in a content plan calendar. The calendar will map out the what, who, when, and where.
- What = Topic/Strategy of each blog.
- Who = Who is going to write the blog? Create images? Optimize? etc.
- When = Due dates.
- Where = Where are you going to distribute the blog so you target market actually sees it?
Put together all of your ideas in terms that your target market will understand. Additionally, make sure it includes valuable information that is relevant and actionable for them.
Last but not least, make sure you are giving the right content, at the right time, to the right person. (Also known as Context Marketing)
Ok, so “Imaginary Jerry” probably isn’t going to walk into your office and help you with your content marketing plan. But that doesn’t matter. You can still have an effective content marketing plan if you just do the work. Follow the same steps as above except instead of shutting up and listening. Listen to your customers. And of course, listen to your employees and their ideas.
If you simply don’t have the time, click the button below to start a conversation and see how we can help.
To your continued success,