This guide gives 10 ways to create engaging content that will improve your content marketing ROI.

1. A guide to creating engaging content across all
online marketing channels

2. WHO THIS GUIDE IS FOR PA G E 3
U N D E R S TA N D I N G C O N T E N T M A R K E T I N G PA G E 4
C O N T E N T C R E AT I O N PA G E 5
CONTENT D ISTRIBUTION PA G E 8
CONTENT ATTRIBUTION PA G E 1 1
OTHER P OINTS TO CONSIDER PA G E 1 3
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3. This guide is designed to
help small business owners
and professionals who are
working on content
marketing on their own or as
part of a small team.
While the information here Additionally, this guide
is helpful to companies of assumes minimal prior
all sizes, the knowledge of content
recommendations are marketing and is suitable for
tailored towards those who beginners or those with
have constraints on both intermediate experience.
time and budget.
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4. Content Marketing may the new
buzzword in online marketing,
but the practice is nothing new
for many business owners.
Simply put, content marketing is
the practice of creating and
curating content that has value
for your target audience.
It allows you to establish
thought leadership, increase the
time visitors spend on your site, Think of content marketing holistically, as a
improve organic SEO, and it part of your overall online marketing strategy.
helps to build your brand.
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5. Content Marketing Commandment 1:
Create Only Valuable Content
Because of the many benefits
content marketing offers, it’s
easy to fall into the trap of
thinking “more is better”.
In reality, more content is only
better when it provides value to
your audience.
The more valuable your content, the more likely your Content marketing is pointless
audience is to share it and improve your reach. if the content is spammy,
unoriginal, or just plain boring.
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6. Content Marketing Commandment 2:
Always Verify Your Sources
This applies in particular to
news-based posts, but is
applicable to any fact-based
posts or content you create.
Make sure your sources are
reputable, and that the
information you are providing If you quote statistics in your content marketing, be sure
your audience is factual. to list the study, publication, or other source for the data.
This lends credibility and builds trust.
Taking the extra step to verify
information outside your area of
expertise will ensure that your
content is considered
trustworthy.
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7. Content Marketing Commandment 3:
Commit to Content Production
One of the biggest mistakes*
small business owners make
when it comes to content
marketing is lack of commitment.
Before you ever start writing, plan
an editorial calendar that will let
you create content regularly.
Even if it’s only a few times a month, a regular
schedule is preferable to sporadic updates. Keeping to a schedule sets
expectations and encourages
*Most often it isn’t a mistake, but a lack of time.
visitors to return to your site to
see what’s new.
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8. Content Marketing Commandment 4:
Refine Your Distribution Channels
This comes back to avoiding
spam. Don’t simultaneously
tweet, post to Facebook, and
update Google+ about the
same blog post unless you want
your audience to tune you out.
Choose which content you will
share across which social Sharing across social media is great, but don’t let
media platforms and make it automation turn you into a spammer. Focus on 2 or 3
social media sites and use automation carefully.
relevant to your followers on
each.
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9. Content Marketing Commandment 5:
Find Your (Social) Niche
Or in simpler terms: you
should be active on the sites
that are popular with your
target market.
Smaller social media
platforms like Quora or There are a lot of social media sites out there. Too
Pinterest can lead to better many for a small business owner or professional to
be active on them all. Pick the ones that matter most
engagement if they are to your target demographic.
popular with your audience.
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10. Content Marketing Commandment 6:
Be Ready for Feedback
Content marketing is almost
never a one-way street. Even
if you’re only publishing blog
posts and whitepapers, you
can expect feedback in the
form of comments and
questions.
Be ready to engage positively For every one person who asks a question, you can
and proactively in order to be sure that there are many more who will be
watching to see how you respond. Always keep the
build a good reputation in the tone positive and productive.
online community.
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11. Content Marketing Commandment 7:
Give Credit Where Credit is Due
Don’t be afraid to link out to
other blogs, infographics, and
articles on the web. If you found
a great idea on a different
website that inspired your blog
post, say so.
Try to cultivate online relationships with sites that
serve the same target audience but with
complementary services – this allows for growth and
Your audience will recognize the partnerships.
fact that you link to quality
resources and information,
which in turn helps establish
your own expertise.
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12. Content Marketing Commandment 8:
Track What Matters Most
The only way to refine your
content marketing is to track
the metrics that matter the
most to your bottom line.
If you use content as part of
the conversion funnel –
whitepapers for qualified
Keep in mind that this can include social metrics as leads, for example – keep
well. Different types of content are needed for every
step of the conversion funnel.
track of how many of your
leads actually interact with
your content.
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13. Content Marketing Commandment 9:
Be Genuine
You’ll get better results if your
writing reflects your brand and
comes across as genuine.
This is easiest when you write
about those parts of your business
that truly excite you and that you
enjoy.
Sometimes, being genuine can feel at odds with being
However, even if the topic isn’t your “official” or “professional”. The best way to keep the
favorite, treat every piece of balance is to use the same tone in your writing that
you use when talking to a client or prospect.
content you write as a chance to
connect with your audience.
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14. Content Marketing Commandment 10:
Be Flexible
Content marketing is an art as
well as a science, and there’s
no one way to do it “right”.
Finding what works for you
may take a few days, a few
weeks, or even a few months.
Take your cues from the
engagement level of your In the end, what you are looking for is balance
audience and adjust your between the content you create, the engagement your
content produces, and the benefits to both you and
efforts accordingly for the your target audience.
best returns.
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15. Need More Help? Let’s Talk.
My name is Ereika Stimley and I help small businesses and
independent professionals establish online expertise, grow their online
audiences, and improve conversions through planning and executing
content and conversion optimization strategies.
(All of which is a very long way of saying I show you how to use content
to grow your business and make more sales.)
If you have any questions, please get in touch and let’s talk about how I
can help you.