Maximize the buzz for your business by combining content and media planning

A well-crafted message is only effective if it is heard. No matter how good your content is, if it doesn’t have the chance to reach your target consumers, it won’t have much impact.

If you want to create a buzz about your business, you will not only need to create compelling content, but also share it in the right place at the right time. We asked a panel of Young Entrepreneurs Council members how to strategically develop content and plan the method and timing of its publication to engage the right audience. Here is what they recommend.

All photos are courtesy of YEC members.

1. Refine your message before making it public

Content comes first. No matter what your business, you need to have solid content before you can approach the media or market your business. Take the time to put your ducks away, as they say. Slow down the process if necessary to feel like you have a solid foundation before you start getting your point across. I would also suggest testing this post / content with advisers and people close to you who you trust and asking for honest feedback. Be adaptable and willing to adjust and improve your content, and then address your media strategy. Also, if you don’t hit a home run right away, don’t panic. Media strategy is a marathon, not a sprint. It works best with consistency over time. A big media hit is rarely going to cause your business to skyrocket or create more than a short-term push. If you want lasting effects, you need to invest in your media strategy consistently over time. – Jennifer buonantony, Press Pass LA

2. Set up the right stories and customer journeys

Our content and media planning is generally based on presenting different stories for each quarter. The prospect needs to be educated across different neighborhoods, and you can take a narrative or more of a journey approach to help pave the way for the purchase. Our content typically starts with the trip in January and ends around December. If people sign up during the period, they continue through the different stories or are added to a support plan that works for them. We used to take a freestyle approach, but we saw that it wasn’t as effective as planning the whole story of the year through different narratives. This will let your customers and prospects anticipate more. – Sweta patel, Start-up growth mode

3. Make your content useful

In my experience, the content that gets the most shares, links, visits, and conversions is content that is useful to your specific audience. What is the question you keep asking yourself as a business owner? What is your standard response? Create a how-to guide in PDF, blog post, or webinar format, and use media (both paid and social) to push downloads, visits, or participation, depending on your goals. It should make it look like you’re revealing a trade secret, and it should relate to your post. We’re talking about making sure resources aren’t wasted on the wrong target audience. We offer a guide that allows potential customers to check one thing to make sure they are targeting people in their geo-targeted areas. – Kerry guard, MKG Marketing

4. Create an editorial roadmap for the year

Content planning can quickly become overwhelming. A successful post requires brainstorming, editing, adding graphics or design work, and promoting. Because it can be very complex, it’s easy to miss high-level media planning. To avoid disorganization, I use a one-year editorial calendar. An editorial card helps me prepare for foreseeable trends (special days) and keeps me organized. I use several tools to fuel my editorial roadmap, including keyword research tools, such as Serpstat and Ahrefs; calendars, like Sprout social hashtag calendar, and collaborative tools, such as Seller, which helps keep my team in sync with my clients. Once my editorial calendar is defined, I update it at least once a quarter. – Shu Saito, Godai soaps

5. Know your target market and reuse your content assets

Before writing a marketing message, a business needs to know its ideal target market. No matter how amazing the message is, if it is sent to the wrong audience, the message will fail. If you are just starting out, niche your market. It is best to start small; once the audience engages with the message, expand the audience. When it comes to content and media planning, create multiple content formats to present yourself to your audience. This can include video, audio, blog posts, social media snippets, and social media images, all created from a primary content source. Then amplify that content on a budget to reach more audiences. – Jean Ginzbourg, JeanGinzburg.com

6. Share the voice of your community

It’s easy to create content in a silo. But the more you involve others (partners, customers, colleagues and industry experts), the more reach you will naturally create. These people want to be a part of the content creation process and they feel invested in promoting the content they are involved in. They will be receptive to your promotional suggestions (social, e-mail, thanks at events, etc.). All of that organic push will likely get you more exposure than producing something primarily on your own and then trying to get it through paid promotion. – Matt hunckler, powder keg

7. Pay attention to the customer lifecycle

A good content strategy should focus on providing relevant and valuable resources to help your prospects and customers find the solutions to their needs. A message is nothing if it is not useful. It needs to be received by your target audience at the perfect time in their customer lifecycle. Plan your content around what kind of information your prospects want or need to hear, when they want to hear it. Inbound marketing can be extremely helpful in these endeavors; it uses a data-driven marketing approach with a magnet instead of a hammer. Identify your prospects by analyzing their actions: for example, what website pages they visited, what they downloaded, what forms were filled out, etc. Once you understand who you are talking to, you can broadcast the appropriate messages. – Stephen Beach, Handcrafted impact marketing

8. Connect with influencers

Partnering with influencers gives your content more authority and expands your reach. You can start building relationships by linking to articles posted by influencers in your industry. Don’t start with someone who has millions of subscribers. Look for micro-influencers who are recognized experts but who are not known. A good way to find such leaders is to go on Twitter and find out who is following your followers. You can also do this on other sites such as LinkedIn. Wink at them in your blog posts, social media posts, and other content. Offer to interview them for your blog, video, podcast or webinar. You can even create an eBook with multiple interviews. To get media attention, send out a press release to announce the event or book. – Kalin kassabov, ProTexting

9. Retarget your audience through Google ads

When you commit to building an audience with content, whether through blogging, conferencing, SEO, PR, or digital ads, be sure to retarget your hard-earned audience a second time to bring them back. to your brand and convert it into paying customers. or customers. You need multiple branded exposures for successful conversions. If you spend on content, whether it’s delivered in person through presentations or online ad purchases, and you only deliver a message once, it’s a huge blow in business. digital and in-person experiences. On the other hand, constant bombardment negatively impacts your business. Our research and fieldwork has produced compelling metrics that suggest retargeting successfully increases conversion rates. Knowing your message is most effective when it is delivered twice. – Matthieu capala, Alphametic

10. Stream live video

Customers are much more likely to view your content than to read it. Harnessing the power of live video on your social media pages has many benefits. It promotes more engagement and results in higher conversions than normal content. It also helps humanize your business by providing real insight into your business in real time. It’s also a great way to combine content planning with marketing. Commenting on the livestream lets you know what side of the business people really want to know about. This not only saves you hours that would have been spent planning, writing, and optimizing content, but it also manages to curate relevant content for your target audience. This ultimately leads to higher engagement and retention. – Rahul varshneya, BenchPoint

Cathy W. Howerton