Content Marketing Toolkit

1. Content Marketing Toolkit for
Small Business

2. Content marketing—the strategy of
creating and distributing content to a
targeted audience—is a much talked
about topic, however it can seem
overwhelming to an entrepreneur or
small business.

3. As a marketing strategy, It can be very
effective for your business because it
provides valuable information targeted to
your prospects' and customers' interests
and needs. It engages without including
a direct marketing message or selling,
thereby positioning the company as a
thought leader. But if you're worried that
this is just one more project you don't
have time for, fear not. There are some
great, free tools to help you succeed at
content marketing.

4. Of course, you'll first need to create a
strategy. Define your voice as well as
your goals. Will you be creating original
content, curating other people's content,
aggregating content, or some mix of the
three?
 Are you looking to attract new
customers, engage deeper and sell more
to existing customers, or perhaps enter
an entirely new market?

5. Once you have all of the above
established, it's time to turn to these
readily accessible tools to get the most
out of your content.
Here is our Content Marketing Toolkit for
Small Business - originally printed in the
NY Enterprise Report

6. Editorial Calendar
Creating this will help you meet your
strategic goals and manage your content
marketing initiatives. Most of the work
here is on the conceptual side, not in the
implementation.

7. A simple Excel spreadsheet, online
calendar, or plug-in will make it easy to
keep a schedule. If you have a content
team, then a Google Docs or Google
Calendar can allow multi-user access.
EDITORIAL CALENDAR PLUGIN: If
your website uses WordPress, this plugin
gives you an overview of when your
content is scheduled to post.
www.wordpress.org/extend/plugins/edito
rial-calendar/

8.  Keyword Research
If you identify and use the correct
keywords, your content is more likely to
show up online where your audience is
spending time, or searching on the topic.
Tools to help you with this include:

9. GOOGLE KEYWORD TOOL: Gives you
related terms, how competitive the term
is, and how many times the term is
searched for in a month. Results are
more comprehensive if you are signed
into your Google account.
https://adwords.google.com/KeywordPla
nner

10. GOOGLE AUTO-
COMPLETE/SUGGESTION:As you type
in the search box on Google, the auto-
complete offers searches that are similar
to yours based on searches others are
doing related to your term.
WIKIPEDIA: This online encyclopedia's
listings offer related terms and links on a
specific topic, which can provide
additional keyword suggestions.
www.wikipedia.com

11. Content Aggregators
Aggregators gather and deliver all the
content related to your topic or keyword
inputs, from whatever data feeds they
use as sources, and compile it in one
place.

12. ALLTOP: All the top stories and top
headlines on popular topics from around
the web. www.alltop.com
SCOOPIT: Aggregator of info on a topic
or keyword. It crawls the web for you
and aggregates content around a the
terms you input. It then allows you to
select the best content and easily publish
in a magazine format. www.scoop.it

13. What's Trending
A word, phrase, or topic is trending if it is
mentioned online and on social networks
multiple times. Trending topics become
popular either through a concerted effort
by users or because of an event that
prompts people to talk about one specific
topic.

14. Mentioning what's trending in your own
marketing will potentially give you more
exposure, but make sure it's relevant to
what you're selling. For example, a new
product release in your industry is a
great opportunity to create content and
capture some of the volume of social
mentions and searches on the trending
topic. Consider writing a product review,
a piece on what this

15. If you identify and use the correct
keywords, your content is more
likely to show up online where your
audience is spending time.

16. New product means for the industry, or a
positive personal anecdote related to the
product or its creators. It is typically best
to steer clear of political or gossipy
trends, unless you are in that niche, or
can find a way to create related content
that won't be offensive to your audience
and can be tied back to your company or
product in a way that makes sense.

17. WHAT'S TRENDING: What's hot in the
news, YouTube, and on Twitter.
www.whatstrending.com
GOOGLE TRENDS: Identifies the hottest
searches on the internet.
www.google.com/trends

18. Monitoring
This is a recommended strategy to find
mentions of your brand, your name, a
product name, and news about a
competitor in the press and online. You
can also use it to find content on your
keywords.
GOOGLE ALERTS: Monitor the web for
interesting new content, delivered to
your inbox daily, based on your queries
(by keyword or topic).
www.google.com/alerts

19. TOPSY: Real-time search for the social
web. Searches content published on
Twitter and the web, sorted by relevance
or date, and sends to you daily via
emails. www.topsy.com
HOOTSUITE: This social media
dashboard monitors social media
presence and mentions, and also allows
you write and schedule posts that will be
dispatched to multiple social media
platforms. www.hootsuite.com

20. SUMALL: The only reporting tool that
can visualize your Twitter, Facebook,
Instagram, and YouTube accounts along
with any other service you use. Know
which of your tweets, posts, photos, or
videos get the most engagement in
seconds https://sumall.com/20ft

21. Clipping
Clipping is a great way to collect content
that is of interest for later use. This is
where an editorial calendar comes in
handy; when you know in advance what
topics you are going to be creating
content about, as well as when, you
naturally start to gather background info
when you find it. Here are some clipping
tools to help you with the process:

22. EVERNOTE: Multi-platform note-taking
application and bookmarking app.
www.evernote.com
PINTEREST: Online bulletin board for
collecting, organizing, and displaying
information and images.
www.pinterest.com
DIIGO: Social bookmarking, research,
and knowledge-sharing tool with multi-
user capabilities. www.diigo.com

23. Content Suggestion Tools
Content suggestion tools are great aids
while you are in the midst of blogging or
creating content online. They will suggest
related articles, videos, and keywords
based on what you are in the midst of
typing.
ZEMANTA: Suggests images, links, tags,
and related articles while you write your
blog post, and promotes your content.
Also available as a browser add-on.
www.zemanta.com

24. REVERB FOR CONTENT: Makes your
content even more relevant and
interesting. Offers all the features of
Zemanta as well as a built-in dictionary
and thesaurus. Add text or thumbnail
images.
www.wordpress.org/extend/plugins/relat
ed-content-by-wordnik/

25. Schedulers
Streamlining the content marketing
process is a must for busy business
owners and marketers. Scheduling tools
vary from a simple one like LaterBro for
managing one brand, to something more
robust for managing multiple brands and
social profiles, like HootSuite. Here are a
few tools that allow you to schedule
content in advance.
LATERBRO: Schedules Facebook and
Twitter updates. www.laterbro.com

26. TWEETDECK: Schedules tweets and
posts and connects you with your
contacts across Twitter, Facebook,
MySpace. www.tweetdeck.com
SOCIAL TOMORROW: Schedules
Facebook and Twitter posts.
www.socialtomorrow.com
HOOTSUITE: Helps you monitor and
manage multiple accounts and schedule
posts on Twitter, Facebook, LinkedIn,
Foursquare, Ping.fm, and WordPress
profiles. www.hootsuite.com

27. Mentioning what's trending in your
own marketing will potentially give
you more exposure, but make sure
it's relevant to what you're selling.

28. Jane Tabachnick is an award winning
digital Public Relations and marketing
strategist and mentor. She works with
savvy entrepreneurs and business
owners to help them create greater
visibility and buzz, which helps them
easily attract and close more of their
ideal customers. For More information
visit: www.janetabachnick.com