One of the ways that you will promote your business will be to use relevant content for your audience.
You'll likely start by producing blog posts about problems and/or goals that your prospects and customers have. In addition to this, you'll likely also create and upload videos that will be of interest to them. In some cases, you may go the extra step of providing audio conversations (called podcasts). In essence, you'll have text, audio and video content that you'll want to put in the hands of those who follow your company on a regular basis.
To notify them of the new content, you'll send out an e-mail by your autoresponder service.
This is one of the best ways to keep prospects and customers expecting to see your e-mail. You'll be able to keep high open rates of your e-mails. If you regularly give your customers content that they find useful and helpful.
However, it can be difficult to consistently produce good business content. And once a website visitor gets used to your content, they will expect to see it on a regular basis. Most customers or prospects, won't understand the fact that you’re busy on a particular day and aren’t able to upload your video. If you disappoint content seekers a second and third time, it's likely that they will stop opening your email.
One of the mistakes that small business owners make is that they produce content and upload multiple posts, videos or podcasts. When this happens you'll see, more than one blog post come out on a particular day and then the next week there will be zero. This can frustrate those that like to experience your content.
Marketing Experts recommend that you give users a schedule of when to expect your content. Consider posting your video, blog post or podcast at the same time every week. This will keep your following engaged.
In addition to that, you can create all of your content on one day and make it available according to your schedule. This makes content creation much easier.
However, what most small business owners struggle with in their content creation is having an interesting subject week after week. They struggle with how to give users the right balance of what they (the company) thinks is important and what customers think is important.
Companies are solving this by keeping an editorial calendar. This means that the dates and subjects of the company’s content are laid out well in advance of their actual creation. This allows business owners to assemble resources and recruit staff for content certain dates to go on certain dates on the calendar.
It also takes the burden of conceiving interesting content subjects. Often, the calendar itself will dictate to the business what the theme and/or subject should be for their content.
For example, January is considered to be the New Year and as a result, themes of new beginnings and resolutions are used. The month of May, is typically used as a time to speak to motherhood (Mother's Day); while the month of August is used to speak to back to school issues.
Having a calendar will also force you to consider what your viewers or readership expect. As a result, it will force you to make decisions about how you want to market with your content. Since the themes of the calendar year will be laid out before you, you’ll want to use them to build your promotional campaigns.