2. Being ahead of the curve is important. The time to focus your content marketing on a particular issue is before everybody else does it. This means you need to have your finger on the pulse of the hot trends in your industry and be ready to produce content related to them at a moment’s notice.
3. Build a team. Most small businesses don’t have the internal resources to create a lot of content at a moment’s notice, so smart companies build networks by partnering with other thought leaders to create content. For instance, you could create a partnership with 3 or 4 non-competing but complementary businesses in your industry. Be ready to create a newsletter, webinar, online panel or series of podcasts featuring all of you talking about different aspects of a topic. You could share the content among all of your websites, driving more traffic than you could have individually.
4. Be prepared. Get familiar with the tools you’ll need to deliver content—whether that’s setting up a blog or learning to use a video camera to record your talking points. That way, when the moment comes you won’t lose any time getting up to speed.
5. Make it relevant. The content you provide needs to relate directly to your core business. Make the connection crystal clear so people think of you when they think of the topic/s you’re covering. For instance, if you’re an accountant, focus your content on accounting—not consulting or insurance, even if those are loosely related. Providing directly relevant content not only builds your credibility as an expert, but also drives people back to your site and your business when they need what you’re offering.