Kicking Off a Content Engine (For Small Teams)

By: Chelsea Castle

Our job as marketers is to market the problem you solve.

• Describe the problem and solution better than anyone

• Empathize with your audience better than anyone

• Build trust to bring people into your ecosystem

• Keep them in your ecosystem until they’re ready to buy
  

You do all of that through creating content.

But where do you start? And how do you execute that if you’re a small team or a team of one?

Once you have a content strategy in place, use this content framework to get started.

1. Write a list of topics relevant to your product and audience. Plot one per week on a calendar. Create content about these themes across all channels and content types. Think about creating:
   

   1. Blog post

   2. Long-form YouTube video

   3. Short-form social media video

   4. LinkedIn Live (or your form of webinar-esque content)
      

   5. LinkedIn posts (from the company page and internal team members)
      

   6. Newsletter-native content
      

1. Distribute and Repurpose: Each piece of content lends itself to be repurposed and distributed elsewhere, giving more mileage and reach per asset already created.

   1. Long-form YouTube video → blog post

   2. LinkedIn posts → blog post and/or a video

   3. Blog post → Twitter threads, short LinkedIn posts

   4. Newsletter content → longer blog post

   5. LinkedIn Live → Added to YouTube, website, and podcast channels; chop it up for shorter videos to feature across social channels

Do this for one quarter, and you’ll have a wealth of content.

More importantly, you’ll end up with a lot of qualitative feedback about what works, why, and what else your audience wants from you. Look for additional success indicators in self-reported attribution, conversions in Google Analytics, and qualitative feedback across internal and external channels.

You got this. 👊