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Holiday Hustle: Your Small Business Content Marketing Guide

| Flourish Monthly

The holiday season is approaching. We know, we aren’t ready to acknowledge that fact either, but the sooner you plan for the busy season, the less stressful it will be when it comes! As a small business owner, you already know how important it is to send the right message to your customers during this festive time of year. But here’s the thing: it’s not just about what you say; it’s about how you say it. You’ve got the right message, now it’s time to discover the most effective way to get the word out! Especially since you don’t want to be taking hours out of your day just to post something on Facebook. In this blog, we’re going to deep dive into the world of content marketing, providing you with valuable strategies and insights to ensure your holiday season is filled with success!


Content marketing is one of the most effective strategies you can use to create your marketing plan. It’s a strategy that requires minimum output for maximum results. This gives you more time for the parts of your business that are important to you! Content marketing means you’re taking one piece of content and adapting it to fit multiple platforms. For example, you write a blog post, create an email newsletter out of it, then send out postcards to tell people about that blog, then you create Pinterest pins to promote the blog, then you create a series of posts from the content in the blog and post them on Facebook and Instagram. You just spread that blog’s content over six different platforms! And since you can post multiple times on Pinterest, Facebook, and Instagram, that’s even more times you’ve used that blog’s content. Six platforms, one piece of information. Doesn’t that sound great? The only part of this process that requires any semblance of creativity is writing that first blog post. The rest is just adapting the same information to fit different platforms!

Now that you’re convinced that content marketing is the way to go, let’s talk about how to adapt our example to your business.

  1. First, you need to know who your ideal client is. We’ve talked about this in basically every blog we’ve written, but that’s because your clients are the driving force behind everything you do! If you have a target audience, you’re more likely to attract people in and out of that audience. And, chances are, you have multiple ideal clients but one message that pertains to all of them. From our above example, some people are going to want to read email newsletters but don’t use Pinterest. Maybe there’s a third client who doesn’t read emails or use Pinterest, but they definitely scroll through their Instagram feed every night. Figure out who your clients are with our Customer Profile worksheet and you’ll discover where to best reach them.
  2. Once you know your ideal client, it’s time to set some goals. If your goal is to “get more business,” you don’t have a goal. You have a dream. An effective goal will prompt some strategies to reach it. A great example would be to get 10% more sales than you did in the 4th quarter last year. Once you know your goals, outline some steps you can take to reach them! Check out our blog on goal setting if you want more tips.
  3. The next step is to evaluate your current strategy. Is what you’re doing now helping you reach the goals you just set? Maybe you’re already sending out a successful email newsletter, but you’re not getting much engagement on your social media platforms. Identify what is and isn’t working about what you’re doing now and adapt accordingly!
  4. You have a logo, right? How about a set of colors and fonts you like to use? Do you use geometric or organic shapes in your marketing? You have a brand whether it’s intentional or not. What you put out in the world is your branding! We’re not supposed to judge a book by its cover, but the reality is that cover is going to attract certain types of customers. Make sure you’re attracting the ones you identified in the first step! Take a look at our blog on branding to ensure your branding aligns with your goals.
  5. Finally, bring everything together into one cohesive marketing plan! Take what you know about your ideal client, your goals, what’s working, and your branding and turn that into a group of strategies to get your message out into the world. Then, map it out on a calendar so you know what to do each day! It may seem like a lot of planning and not a lot of doing, but we promise the work will pay off. Marketing without these steps is a lot of trial and error with the hopes that something will work. And, as a bonus, a full plan means you don’t constantly have to come up with new ideas! Mapping out what to do next will make everything easier for you.

Content marketing is one of the most efficient strategies you could use for your marketing plan. It ensures you’re spending the least amount of time upfront for the most results. It’s the best way to make sure your message gets out there! Content marketing can take a lot of planning, but it’s all worth it in the end. 

We have some good news for you! If you’d like to have a walkthrough of these steps rather than keeping track of everything yourself, we have a free Holiday Planning Guide for you! Planning for the holiday season can be an overwhelming task, but we hope to take the pressure of marketing off of your shoulders so you can focus on what actually matters to you. Click here to download the planner and prepare yourself for holiday success!


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