Incidently, the big fight to become the most successful Cloud Accounting Software is now well underway with MYOB having just been relisted on the ASX and its share pricing diving very quickly.
They’re competing with Xero and we wrote about the fierce competition looming against MYOB in 2010 when Craig Winkler (the man who build MYOB into the success it become now being a significant shareholder in Xero).
Bookkeeping became exciting, in large part, because of the flexibility it offered busy people wanting more control over their working lives, and busy parents trying to juggle priorities.
We could create a content marketing strategy about how cloud accounting makes bookkeeping faster and easier for small business, while also making it possible for parents to work closer to home (or at the family home), performing bookkeeping tasks and avoiding traffic, congestion and time you never get back commuting.
I should also confess that, at the time, I didn’t realise how important AND time consuming content marketing would be. Every blog post takes at least an hour!
You may ask how what appears to be a relatively simple blog post can take that long? In reality, a well researched blog post, including topic research, finding images, finding the right page(s) to link to can take several hours and that’s what we’re going to share in our soon-to-be-launched Content Marketing Course & Services.
If it were the case of just writing some sentences, it wouldn’t take that long at all. But what’s the point of that?
I’m not going to insult people, particularly people who have proven that they take the time to read my blogs on a regular basis, with poor quality, rushed content.
Furthermore, everything I write relates to something else we do and it involves:
I haven’t even mentioned the time and effort in optimising each and EVERY blog post for the keywords that are important to us. That involves:
Tempting isn’t it? The thought that you can get someone to write a great blog post for your business for $2-3 per hour!
I mean in one day you could get all your writing done and then just schedule the blog posts to be published in something like your WordPress Blog over the next month or two. But it’s not that easy it is?
We are in an age where just stringing some words and sentences together isn’t going to get any one to pay much attention, particularly if there is a hint of broken English or disconnect with the topic. And anyway, if you’re going to write content you need to be an expert don’t you? Who wants to read some words that have just been sprayed onto a page because they have relevant keywords?
Like many tasks involved in small business, the most important part of the work is creating the Content Marketing Strategy; the plan for:
Some of these components have nothing to do with the intended reader, but if your content marketing is going to be effective you’ll have to have a clear description of your reader in your head — I like to give them a name, imagine how many children they have, where they live, why they’re using my products/services, who their friends are, how they are going to talk about our company etc.
A wise old business owner I use to speak with regularly kept asking me the question, “Who is your customer, Steve?” This relates to everything. It relates to content marketing, but it also relates to when our courses are available, how we combine several features into one offer, how we try to do more for that market, like find other ways for them to benefit by using our service, hence National Bookkeeping!
For most people it’s because they’re looking for bookkeeping work or want to start a bookkeeping business. Finding out as much as possible about why our students do our courses enables us to develop products (and write content about) what they need.
We partner with a bookkeeping directory which is aimed at helping people (our students primarily) find bookkeeping work or start a bookkeeping business. It’s also a great way for small businesses to find bookkeepers who are close to them.
Jerry Lame is a serial entrepreneur and loves shiny new objects. He was a corporate…
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