Why does your small business need a content manager to ensure your inbound marketing succeeds?

What is a content manager? Why does your business marketing need one?

Succeeding at generating leads through Inbound Marketing requires publishing useful content at frequent and regular intervals.

But…

Small business owners are busy, wear many hats, and constantly juggle priorities.

Therefore…

Most small businesses I’ve worked with who start with Inbound Marketing, fail.

But…

It doesn’t need to be this way, as generating quality content takes far less effort than most businesses realize.

 

The answer is in managing priorities. Does generating content take a back seat to other activities? Is it something you “fit in” when everything else is done?

If you’re approaching it that way, the required tasks will NEVER get done.

But…

You’ve seen evidence of this working for other businesses and you want it to work for you.

Therefore…

You absolutely MUST prioritize it before other less critical activities. Failure to do this is the number one reason businesses fail at content marketing.

Therefore…

You create the position of Content Manager, even if this is a part time responsibility and one person does all aspects of content creation.

But…

This also makes it easier to see how to parcel out responsibility to other team members, or to outsource parts of the work to contractors who are extensions of your core team.

 

So what are the critical tasks required of successful Inbound Marketing:

  1. Creating strong titles: Your blog post title is THE most valuable real estate within your entire blog post. Get it right and you’re half way there.
  2. Research and writing: But a strong title is not enough. You must follow that up content that provides answers and imparts useful information.
  3. Formatting and editing: Which includes the needed image, internal and external links, visual formatting (whitespace, bold, etc) and other aspects of make it both pretty and SEO ready.
  4. Scheduling for publication.

Because the tasks are sufficiently separate you could have one Content Manager oversee the work of 3 other team members: 1) Titles, 2) Research and Writing, and 3) Editing and formatting.

But…

In most small businesses this is simply too much overhead. Maybe this is not a part time job for one person, maybe it’s a part time job for two people.

But…

If the people tasked with making this happen are not allowed the time required to in fact make it happen, then what’s the point of even starting?

Therefore…

When you want to win, you have to learn the play the game well.

Download the eBook: The 7 Fundamentals of Being Found Online

 

 

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