Small Content Marketing Team? Get Big Results

Updated August 10, 2022

How do you are feeling in regards to the dimension of your workforce? Have you ever wished you had extra individuals to plan, create, distribute, promote, and analyze content material?

If so, you’re most likely not alone. Most content material groups have fewer than 5 full-time workforce members, based on CMI analysis.

But like many entrepreneurs, you most likely aren’t getting an even bigger price range to rent any time quickly. So, with few fingers in your content material advertising and marketing deck, all the pieces your workforce creates must rely.

Put these three concepts into apply to get outcomes – irrespective of how many individuals you could have (or don’t have) in your content material advertising and marketing workforce.

On a small #content team, everything you create has to count, says @AnnGynn via @CMIContent. Click To Tweet

1. Document your content material advertising and marketing technique on a single web page

Too usually, groups bounce proper into creating, distributing, and (generally) selling content material with out pausing to construct (and write down) a method. And some small groups assume writing down a method isn’t needed as a result of they already know what it’s.

Those traces of considering lead to time-sucking, ineffective content material advertising and marketing. Think of it like driving to an unfamiliar vacation spot with out a map or GPS. You would possibly get there, however you’ll most likely waste time on pointless turns, stops to ask for instructions, and backtracking.

So, sure, you have to write down your content material advertising and marketing technique. But you don’t have to spend so much of time making a prolonged, advanced presentation that nobody has time to learn.

Yes, you have to write your #ContentMarketing strategy down. But it doesn’t have to be long or complicated, says @AnnGynn via @CMIContent. Click To Tweet

Create a one-page content material advertising and marketing technique doc as an alternative (and, sure, you need to use the back and front of a web page) by writing down the solutions to those questions:

  • What are your enterprise’s function and objectives?
  • Who is your target market? What are their pursuits and desires?
  • What are your content material advertising and marketing targets? What would you like your viewers to know, assume, or do?
  • What are your main content material subjects? This is the place your trade and enterprise topics overlap along with your viewers’s pursuits and desires.
  • What kind of content material do you create? Identify the codecs doable inside your content material advertising and marketing program, corresponding to blogs, movies, infographics, social media, and so on.
  • Where will you publish this content material?
  • At what frequency will you create and publish this content material? (Be lifelike. It’s higher to extend frequency than to lower it down the street.)
  • What are the measurable objectives in your content material advertising and marketing program? Translate your content material advertising and marketing targets into quantifiable measures of success. Don’t overlook to incorporate a timeframe to finish every goal.

For the Safe at Home Brand (don’t trouble Googling, I made it up), a one-page technique would possibly appear to be this:

Safe at Home content material technique

Business function and objectives

  • To assist individuals really feel safer of their houses
  • To enhance gross sales of exterior screens to households by 10% yr over yr

Target viewers pursuits and desires

  • Parents/guardians with youngsters 12 and youthful who:
    • Want to actively create a greater dwelling surroundings
    • Are excited by defending their household’s well-being
    • Feel challenged by time and price range


  • Children’s security
  • Healthy and protected houses
  • Free or low-cost dwelling enchancment

Formats – distribution channels – frequency

  • Blog ­– model web site – 1x per week
  • E-newsletter – subscriber database – 1x monthly
  • Video – YouTube – 4x per yr
  • Social posts ­– Twitter 1x a day and Instagram 2x every week

Content advertising and marketing targets and objectives

  • To enhance consciousness of the Safe At Home model because the go-to useful resource for dwelling security data
    • Increase distinctive guests to the weblog by 10% every month
  • To develop the database of subscribers who decide in for extra content material from Safe At Home
    • Increase contacts with e-mail addresses by 20% every quarter
  • To convert subscribers into clients
    • Grow variety of subscribers who additionally buy merchandise by 5% yr over yr

And don’t cease at documenting your content material advertising and marketing technique.

Post it someplace the place you see it day by day. Distribute it to all stakeholders. Then, add check-in appointments to your calendar to assessment what’s working (and isn’t). Also, recheck your objectives and targets primarily based on inner triggers (e.g., a brand new enterprise route) and exterior ones (e.g., a world pandemic, and so on.).


2. Make the many of the content material you create

Your workforce works arduous to create the content material. Here’s easy methods to make that content material work more durable for you.

Break it into smaller items

Emily King detailed how her firm atomized its content material within the article How To Atomize 1 Killer Piece of Content into 10.

Her content material workforce took an unique e-newsletter article and turned it into the next 10 items of content material (because the graphic reveals:

  • Three weblog posts
  • Three podcast episodes
  • One presentation
  • One board recreation
  • One quiz
  • One infographic

Some items required no further work, and a few wanted extra effort. But it nonetheless took much less time and used fewer sources than if that they had created 10 content material objects from scratch.

Can your small workforce pull off one thing related? Absolutely.

In the starting stage, take into consideration the most effective content material you possibly can create in your viewers – and how one can flip that huge thought into a number of items. You can do this by answering these questions:

  • What subject would resonate finest with our target market?
  • What distinctive angle may we take?
  • Who could be the sources?
  • What could be the central piece of content material?
  • What different content material might be created from it?
  • What further work would want to occur to create the opposite items?

In the planning stage, think about how you can turn one piece of #content into multiple pieces, says @AnnGynn via @CMIContent. #CMWorld Click To Tweet

The final query is crucial to environment friendly content material creation. For instance, let’s say you resolve to create a long-form article as your central piece and create a five-minute video from it. If you intend for it, you recognize that while you conduct interviews for the article, you additionally ought to file them for video. If you hit on the video thought after writing the content material, you’d have to return and ask the supply for a second interview.


Repurpose your finest work

If you observe the Pareto precept, 20% of your content material delivers 80% of your outcomes. Your percentages is probably not precisely that, however I guess the idea does apply to your content material advertising and marketing: Some of your content material delivers huge, however most of it doesn’t.

Do extra with the content material that delivers huge. These questions will assist you determine what to do and easy methods to do it:

  • Which content material carried out nicely?
  • What format is it in?
  • Should or not it’s republished as is?
  • How may or not it’s up to date or tweaked to be present and related?
  • How may or not it’s repackaged for extra channels?

The Content Marketing Institute weblog follows this repurposing apply in a number of methods.

  • The small editorial workforce updates articles that carry out nicely and are nonetheless related so as to add more moderen statistics, appropriate titles for sources, replace outdated hyperlinks, and add new angles. (For instance, on the high of this text, you possibly can see the “Updated” label that lets readers know we’ve introduced this one again.)
  • CMI additionally is aware of its viewers responds to “best-of” content material. At least every year, the workforce curates a brand new article with excerpts from current top-performing articles. See 10 Content Marketing Articles Readers (Like You) Loved This Year for instance.
  • The CMI workforce appears for tactics to increase the attain of occasion content material to a brand new or expanded viewers. The content material workforce creates weblog posts from in-person and digital occasions, livestream interviews, Twitter chats, and extra. Writers watch the periods, learn transcripts, or scour Tweets and feedback, then add context and their views. For instance, Kim Moutsos just lately turned a livestream interview with Tim Schmoyer into this text: Try These 5 YouTube Video Tips and Watch What Happens to Your Results.



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3. Put all of it collectively

Processes and workflows hardly ever excite artistic content material entrepreneurs. Yet, establishing methods ought to offer you extra time to spend on artistic growth (or different extra attention-grabbing duties).

Make a grasp tracker

If you could have an editorial calendar, that’s an incredible step. If you create a grasp tracker – an editorial calendar on steroids – that’s even higher.

Documenting your course of, from content material concepts by publication, in a single place – and making it accessible to all stakeholders – saves time. You gained’t should dig by emails or different messages to determine what’s been completed, what nonetheless must be completed, and the way efficient it’s.

Your grasp tracker ought to embody:

  • Production course of (assignments, evaluations, approvals, deadlines)
  • Related content material components (key phrases, headlines, metadata, and so on.)
  • Goals and metrics (dated and up to date recurrently)


Create all associated content material directly

You’ve completed the article, infographic, or video. But that isn’t the tip of your content material creation. You’ll nonetheless want a headline, meta description, calls to motion, and so on. So write all these content material accouterments while you create the unique piece.

Your associated content material components may embody:

It is smart to create all of this immediately. You’re already within the mindset of that content material – the subject, the aim, the attention-grabbing sentences, and so on. If you wait to do the associated content material components, you doubtless must reread or view the unique piece.

Save time and sanity

Making your small content material advertising and marketing workforce even mightier requires making a maximizing framework. By making a one-page technique, doing extra with the content material you’re already creating, and creating one-stop implementation sources, you’ll save time, maintain your sanity, and ship greater outcomes for what you are promoting.


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Cover picture by Joseph Kalinowski/Content Marketing Institute