If you’ve ever sat at your computer staring at a blinking cursor asking yourself “what in the world am I going to post about today” raise your hand (if you’re not raising your hand you’re either a flawless entrepreneur or you’re lying…) As a marketing and operations assistant it’s my job to help female founders create a simple content marketing strategy that allows them to consistently post high quality content and get more of the right eyes on their business, without the overwhelm. Today, I’m giving you a sneak peek at the process I use to simplify their strategy and increase their visibility and engagement on every platform.

What is a content marketing strategy? 

Before I explain what a content marketing strategy is, let’s talk about what it’s not: it’s not simply posting every day on Instagram, it’s not making trendy reels in hopes of going viral, and it’s not even centered around the promotion of your product/service. A content marketing strategy is a framework for creating and distributing valuable content to attract and engage your ideal clients. It determines where you share content, what you create content about, for whom, why, and how often. It should be backed by research and data and truly is a blend of art and science. 

Simplicity is key

Content marketing, while essential to your business, can also be exhausting at times and I think – no, I know – it’s okay to admit that. But, so often I have clients that come to me completely burnt out on content marketing and ready to burn it all down, when in reality all they need is a simple strategy upgrade to simplify the process. Trying to do too much, on too many platforms, in response to the algorithm’s demands is the fastest path to burnout. Which is why I use the framework below to help my clients craft the most strategic and low maintenance approach to their marketing.

After all, as Leonardo DiVinci would say “simplicity is the ultimate sophistication”.

Building your Strategy 

As you create your content marketing strategy, consider the following elements: your ideal client’s problems and desires, your goals, your strengths, a competitor analysis, industry keywords, and previous analytical data to determine at least one long form content platform (i.e. Blog, Linkedin Articles, Podcast, etc.) and two short form content platforms (i.e. Instagram, Email, Pinterest, etc.) Then follow the steps below to create a rinse and repeat content strategy that can reach across multiple platforms with as little work as possible.

Determine what comes most naturally to you

If given the option (regardless of the algorithm) would you prefer to write or speak when creating content? By considering your strengths and preferences before building your strategy, you’re setting yourself up for success by removing additional resistance to the creation process. If writing comes more naturally, you’ll want to prioritize written long form content like blogs. If speaking comes more naturally, consider podcasts or youtube videos.

Start by creating long form content

Instead of overwhelming yourself with the pressure of creating something new every single day, start with one long-form content piece each week. This eliminates the constant idea generation struggle and allows you to dive deep into a single topic that your audience really cares about. Simply, brainstorm one topic that your ideal client is likely searching for on Google and create a blog, podcast, youtube video to answer their question. 

If you’re not sure which type of long form content to begin with – I recommend blogging. When it’s done right, blogging can benefit every small business. Just one blog post, if it is optimized for SEO and readability, and contains a link to a call to action for your freebie, can be a lead generation machine that runs on autopilot for years to come. Want access to the exact tools and templates I use to write 15+ original blogs per month for my clients? Grab The Blogging Essentials Playbook.

Repurpose into shorter form content

Identify the social media platforms where your target audience is most active and then repurpose your long-form content into shorter, bite-sized pieces tailored to that platform. For example, imagine you created a blog about how to prepare for a boudoir shoot. You could break down each stage preparation into a one sentence summary and share that as a carousel, or show an inspo pic of an outfit you suggested in the blog as an instagram post. This allows you

to maximize reach and engagement of your blog and reduce the amount of time needed to create social media content. 

With a well written blog post, you should be able to create at least 5 pieces of short form content from it. However, the phrase “garbage in, garbage out” definitely applies here –  if your long form content is poorly done, the short form content will be as well. 

Leverage systems to do the heavy lifting

One of the most important steps in creating a content marketing strategy that is sustainable is utilizing systems that make the process easier and faster. Four essential systems that I recommend every small business owner leverage are an idea bank, a content planner, a copy swipe file, and a scheduling platform. 

The idea bank is crucial so you’re always creating from a place of inspiration and flow, and never starting from a blank slate. Simply add ideas to it when you’re inspired and reference it each time you sit down to plan. 

A content planner is helpful for keeping you organized, but more than that, it acts as a backup drive for your content in case your profile or a piece of content were to ever get removed from a platform.

A copy swipe file is similar to the idea bank, but it’s a collection of words, phrases, quotes, etc from other creators that inspire you. Essentially, it’s a collection of marketing content done right that you can look back on when you need to spark creativity.

A scheduling platform helps you save time and maintain consistency. After your content is created, simply load it into a scheduling tool (I love Later and Buffer) and set it for the day and time you want it to be posted. Using a tool like this will not only save you a ton of time, but it can also help you avoid imposter syndrome and comparison that you might otherwise experience before posting.

Carve out a non-negotiable time block to create

The last (and most important) part of this equation for building a consistent and sustainable content marketing strategy is self discipline. Establish dedicated time blocks for content creation, book them into your calendar, and make them non-negotiable. Treat this time as a valuable appointment with yourself and commit to it consistently. 

I recommend blocking out three separate blocks of time: one for idea generation and planning, one for copywriting and creating, and one for editing, proofreading, and scheduling. The length of time needed for each of these blocks will be different for each person. Keep track of how long it takes you the first time and then reserve that amount of time for each session after that. When

in doubt, block out more time than you think you’ll need. By setting aside these three blocks of focused time, you can avoid procrastination and ensure your content creation remains a priority.

By simplifying your strategy, starting with long-form content, repurposing it for social media platforms, leveraging systems, and carving out non-negotiable time blocks to create, you can build a content marketing strategy that runs on autopilot, giving you more time in your schedule and the ability to focus on your areas of expertise.

Other Helpful Resources

Which Social Media Platform is best for marketing my small business?

16 Blog Post Ideas for any Small Business Owner

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In case we haven’t met yet, I’m Michaela – content writer, behind the scenes expert, and chaos coordinator (aka the virgo energy to your creative spirit). And I’m completely obsessed with helping you turn your journal full of ideas into profit driving offers with research backed strategy, magnetic content, and streamlined systems.

If you liked this post and are craving more, here’s how I can help:

Subscribe to my newsletter. Every Wednesday, I share tips to help you magnetize your dream clients, eliminate distractions, and propel your business forward that you can read in 5 minutes or less. 

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