Account on great content in 2022-23

The end of the financial year is just around the corner. It’s not just the time to be consulting your accountant about minimising your tax bill - it’s also a great time to think about your marketing and content for the year ahead.

Get reconciling and run a report on how much you have spent on marketing and content creation in the past 12 months. Make sure you factor in wages paid to staff who undertake marketing work, even if that’s not their primary role. What leads did it generate? Did your content work for you this year or was it an expense that took a lot of time and effort with little reward? How can you change that?

If your research shows your content didn’t perform well, it’s time to seriously assess what can be done to fix that. Here are our top tips for planning for successful content for the 2022-23 financial year.

Understand your audience
Tailoring the content of your website, blogs and newsletters will attract a certain demographic or interest group. For example when trying to capture a rural or farming market, it’s important to deliver authentic content that appeals to this specialised group. Think more Bulka Bags and less handbags. 

Change what you are delivering
Content creation is not all about sales, it can also be a great opportunity to share your insights and experiences. Clients and prospective clients find this information valuable and they will keep coming back for more. 

Convert, don’t infect
Going viral is a colloquial term used when content on social media attracts a huge amount of attention which garners thousands of likes, shares and new connections. Let’s look at two scenarios. Your page has thousands of likes from one video that attracted lots of attention (but not from your ideal clients) or your page has a good amount of likes and they’re all interested in your product or service and are likely to purchase/contract you in the near future. Work to serve your clients, not the internet masses who have no need or intention to support your business. 

Plan for success
Content should be planned well in advance and ideally scheduled for publication for optimum use of resources. Brainstorming sessions with a professional can improve your outcomes as well as removing the brain drain that can come with marketing on the fly.

In-house or outsource?
Now you know who you want to target and what content will attract them, it’s time to work out how to achieve the workload. If you or your staff members won’t be able to do the work it may be time to outsource. Work out how much content you need, how much time it will take and how much work it will generate you. You may be surprised to find that outsourcing long-form content works for many businesses.

That’s where I Heart Farming comes in. We support rural businesses with long-form content such as blogs, websites, newsletters and articles. We turn around quality words with little effort and time from business, so business owners and staff can do what they do best, while we do too.

We would love to hear from you if you have any questions about planning content for the new financial year and how we can make it easy and cost-effective for you.

Let's plan for success together