A Small Marketing Team's Guide To Creating Content

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A Small Marketing Team's Guide To Creating Content

Editor’s note: This post was originally published on 2/26/18 and has been updated for accuracy and comprehension.

How to succeed as a small marketing team

  • Manage expectations.
  • Get help.
  • Don’t give up.

A small team.

Few resources.

A plethora of marketing tactics.

The constant pressure to get results.

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These are just a few of the challenges a small marketing department faces.

But if your goals include engaging your prospects and customers and ensuring ROI, using content as the foundation of your marketing strategy is the way to go.

Here’s how to succeed and get some small marketing team wins.

1. Manage Expectations

Getting on the first page of Google won’t happen overnight. If you choose to go this route, you’re in it for the long haul.

Sure, you can get some quick wins with a piece of viral content. And you won’t get the same quick results from blogging regularly as you would with a pay-per-click campaign.

In reality, it can take as long as a year and a half – or as short as six months – to see results. 

But oh, is the wait ever worth it.

The key to success is to set realistic expectations from the get-go.

Begin by evaluating where you are now, then assess where you’d like to go.

Then, you’ll want to monitor metrics like these to determine your progress and success:

  • Website traffic.
  • User time on the site.
  • Bounce rates.
  • Return visitors.
  • Unique visitors.
  • Social traffic.
  • Social shares.
  • Social comments.
  • Email audience.
  • Email open rates.
  • Email CTA click-throughs.
  • Keyword rankings.
  • Organic traffic.
  • And more.

2. Get Help For Your Small Marketing Team

One of the quickest ways your small marketing team can score some wins is to hire outside help.

After all, there’s a lot you need to work on and with limited personnel, you can only get so much done in one day.

To avoid unrealistic expectations and stress, while maintaining your high standards for the copy, consider hiring an agency.

Often, it can cost less to contract outside help AND get access to tons of specialists – like graphic designers and professional copywriters  – than it does to hire in-house.

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Think of an agency as an extension of your enterprise. They should be part of your team that can fill in the gaps.

3. Don’t Give Up

Refer back to #1 on the list.

You won’t get results if you give up too soon! You MUST stay the content course for it to work.

Too many enterprise organizations give up after a few months, citing a lack of results. Chalking it up as a failed effort is wrong.

Content takes time to get traction, but once you do, that organic lift will sustain the results and propel them even further. That means you’ll invest in content once, but get continuous leads, year after year.

Essentially, it’s a snowball, unlike paid ads, which require that you pour more money into them every day.

Final Thoughts

Life can be a challenge for the small marketing team. By following these step-by-step instructions for getting results – leads, sales, profits – you’ll be the star in your company. The person the higher-ups listen to and turn to for input.

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So let your expertise shine when it comes to marketing. Set realistic expectations, get help, and then stick with it.

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Maja Jaredic

Maja is passionate marketer, pursuing excellence in all that she does for clients. She speaks 4 languages and spends her free time at the beach, traveling, or discovering new beer and coffee.