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The Philanthropic Publicist
42 Content Marketing Ideas for Your Small Business in 2013
By Joe Pulizzi, Content Marketing Institute
- Develop and refine your content marketing mission statement.
- Find one or multiple partners and launch a content marketing project together (read Brandscaping for more insight).
- Consider that maybe less content will mean more impact.
- Find at least three thought leaders in your organization and build them into your content plan.
- Send each of those thought leaders to Toastmasters to work on their public speaking skills.
- Define your most valuable audience and consider a targeted print publication.
- Assign one employee to SlideShare and figure out how to leverage this tool as part of your content marketing.
- Develop a series of stories for your industry on an aspect that has never been covered before.
- Make sure that every content landing page for 2013 has only one call to action.
- Spend 30 minutes dissecting Coca-Cola Journey.
- Stop one content initiative in 2013.
- Write your book.
- Update your social media influencer list before the end of the year.
- Compile a substantial piece of influencer content (i.e., an eBook of influencer insights) in 2013.
- Get at least five employees who are not in marketing involved in your weekly content plan.
- Make it a priority to personalize your content by persona in 2013.
- Start a podcast series for executives.
- Sit down with every salesperson and ask them what their customers’ biggest pain points are.
- Develop a list of the top 100 questions coming from your customer base.
- Commission a piece of art from a local artist to use in your next content piece.
- Target one traditional marketing initiative that can be enhanced with content marketing.
- Set a goal for 2013 to double the number of email subscribers to your content.
- Attend Content Marketing World 2013 (sorry, blatant sales pitch).
- Read one non-marketing book each month during the year (it will open up new content marketing ideas).
- Develop a content marketing metrics plan for your CEO or supervisor that includes only those metrics that will make the case for company business objectives.
- Stop doing the same old press releases and create them as engaging stories.
- Find a way to work with the leading trade magazine in your niche on a joint content effort.
- Commission a piece of research that is important to your customers.
- Take research findings and use them to build a six-month campaign with at least 20 independent content pieces.
- Commit to smarter usage of images in your content in 2013.
- Do an audit of all your blog posts and determine which types of titles lead to the right reader behaviors.
- If you have the budget, start identifying media companies in your industry that may be ripe for acquisition.
- Make sure your content is easy to read on both smartphones and tablets.
- Set up an editorial leader in each of your silos and plan to meet at least once per week.
- Develop a customer event that doesn’t talk about your projects, but rather educates them on where the industry is going.
- Create a piece of content in 2013 that would be completely unexpected and see what happens.
- For every story idea you have for next year, plan on developing 10 pieces of content from it.
- Send a videographer and journalist to the next industry event and cover it.
- Give out quarterly awards to all internal content creators based on number of content shares. Make it public.
- Choose 10 of the top bloggers in your industry and sponsor a one-day brainstorming session on how you can all help each other.
- Ask whoever is in charge of customer service what their top 10 complaints were in 2012. Build a content program to help with answers.
- Whatever you do in 2013, make sure you are telling a different story than everyone else in your industry — not just the same story told incrementally better.
Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe is first and foremost a content marketing evangelist, and founded the Content Marketing Institute as well as the premier international content marketing event Content Marketing World and Chief Content Officer magazine.
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