How To Create A Content Strategy For A Small Business In Kenya

Wondering how to create a content strategy for a small business in Kenya? This is just the blog for you!

In this short yet comprehensive blog, we break down step-by-step how you can create a content strategy for a small business in Kenya.

Whether it’s your small business or you are just doing social media management for it, this blog will sort you out!

What Is A Content Strategy?

A content strategy is a detailed plan that describes how a company will use content to meet its goals for the business.

It includes organizing, producing, distributing, and governing information to make sure it successfully satisfies target audience demands and advances the organization’s overarching objectives.

Key Components Of A Content Strategy

Here are the key components and steps involved in developing a content strategy:

Goals and Objectives:

Define clear, measurable goals for what the content should achieve. This could include increasing brand awareness, generating leads, boosting engagement, improving customer retention, etc.

Audience Analysis:

Identify and understand the target audience(s). Create detailed personas that include demographics, preferences, pain points, and behaviors.

Content Audit:

Review existing content to determine what is working, what isn’t, and where there are gaps. This helps in understanding what content can be repurposed, updated, or discarded.

Content Planning:

Develop a content calendar that schedules the creation and publication of content. Plan the types of content (e.g., blogs, videos, infographics), topics, and formats that will be used.

Content Creation:

Produce high-quality, engaging content that aligns with the brand’s voice and meets the audience’s needs. Ensure consistency in messaging and style across all content pieces.

Content Distribution:

Decide on the channels and platforms where the content will be published and promoted. This includes websites, social media, email newsletters, and third-party sites.

SEO And Optimization:

Implement SEO best practices to ensure that content is discoverable through search engines. This involves keyword research, on-page optimization, and building backlinks.

Engagement And Interaction:

Encourage audience interaction through comments, shares, and other forms of engagement. Respond to feedback and foster a community around the content.

Measurement And Analysis:

Track the performance of content using analytics tools. Measure key metrics such as traffic, engagement, conversion rates, and ROI to determine the effectiveness of the content strategy.

Content Governance:

Establish guidelines and processes for content creation, approval, and management to maintain quality and consistency. This includes setting roles and responsibilities within the team.

Why Does Your Small Business Need A Content Strategy?

Imagine that you are hosting a party. You wouldn’t just have a party without arranging the music, refreshments, and cuisine, would you?

The same holds true for your company.

Similar to a party schedule, a content strategy makes sure everything goes as planned and that your consumers, or guests, have an amazing time.

Without a content strategy, your digital marketing efforts might end up like that one party where nobody showed up because you forgot to send out the invitations. Awkward, right?

How To Create A Content Strategy For A Small Business In Kenya

Creating a content strategy for your small business can be both fun and incredibly rewarding. As an expert in the field, I’m here to guide you through the process, step by step.

Step 1: Define Your Marketing Goals

You must have goals in mind before you can begin producing content. Do you want to raise awareness of your brand? entice more people to visit your website? Produce leads? Increase product sales? Try to be as detailed as you can.

Example: If you run a bakery, your goal might be to increase online orders by 20% in the next three months.

Step 2: Know Your Audience

You wouldn’t serve a vegan chocolate cake at a carnivore convention. Understanding your audience is crucial. Who are they? What are their interests and pain points? Where do they hang out online?

We have a whole blog post on exactly how you can get to know your audience. Especially as a small business in Kenya. Either just starting out or trying to establish a space for yourself.

Pro Tip: Create buyer personas—fictional characters that represent your ideal customers. Give them names, jobs, and even a favorite type of muffin. The more detailed, the better!

Step 3: Audit Your Current Content

Time to take a good, hard look at what you’ve already got. What content do you have? What’s working? What’s not? This is like cleaning out your closet before buying new clothes. You need to know what you have before you can figure out what you need.

Example: Review your blog posts, social media updates, emails, and videos. Which ones got the most engagement? Which ones fell flat?

Step 4: Choose Your Content Types

Not all content is created equal, and not all content will work for every business. Consider what types of content will best help you reach your goals and resonate with your audience. Here are a few options:

Blog Posts: Great for SEO and establishing authority.
Social Media Posts: Perfect for engagement and real-time interaction.
Videos: Ideal for storytelling and showcasing products.
Infographics: Excellent for sharing complex information in an easily digestible format.
Emails: Fantastic for nurturing leads and maintaining customer relationships.

Example: If you run a fitness studio, you might create a mix of blog posts about workout tips, social media posts showcasing client transformations, and videos demonstrating exercises.

Step 5: Create a Content Calendar

A content calendar is your best friend. It helps you plan and schedule your content in advance, ensuring a consistent flow of posts. Think of it as your content roadmap.

Pro Tip: Use tools like Google Calendar, Trello, or a simple spreadsheet to map out your content schedule. Plan at least a month in advance, but stay flexible for spontaneous opportunities.

Step 6: Write, Create, and Curate

Now comes the fun part—creating your content! Remember to keep your brand voice consistent across all platforms. Whether you’re witty, professional, or somewhere in between, your voice should reflect your brand’s personality.

Example: If your bakery brand is known for its quirky humor, a blog post about “10 Ways to Enjoy Cupcakes Without Guilt” should be light-hearted and fun.

Step 7: Distribute and Promote

Creating content is only half the battle. You need to get it in front of your audience. Share your content across your social media channels, email it to your subscribers, and consider using paid promotions to reach a wider audience.

Pro Tip: Repurpose your content. Turn a blog post into an infographic, a video, and a series of social media posts. This maximizes your efforts and keeps your content fresh.

Step 8: Analyze and Adjust

Finally, it’s time to see how your content is performing.

Use tools like Google Analytics, social media insights, and email marketing reports to track your progress.

What’s working? What’s not?

Don’t be afraid to tweak your strategy based on what you learn.

Example: If your videos are getting more engagement than your blog posts, consider shifting more of your focus to video content.

Conclusion

There you have it—a comprehensive guide to creating a content strategy for your small business.

Remember, the key is to start small, stay consistent, and always keep your audience in mind.

And hey, if all of this still feels overwhelming, don’t worry. That’s where we come in.

Our Social Media Marketing Agency specializes in helping small businesses like yours create and execute killer content strategies.

We’ll do the heavy lifting so you can focus on what you do best—running your amazing business. Simply click the banner below to schedule a FREE consultation.