Content Marketing Strategy Example for SMB: Health Snacks Subscription Company Why We’re Doing This: This content marketing strategy is focused on developing the following business goals for our brand: 1. Increase monthly subscription customers for our grainfree snacks. 2. Increase inbound traffic and brand visibility with qualified glutenfree, paleo, and diabetic consumers. 3. Generate increased links to our website and potential search keywords. 4. Increase customer loyalty by creating content that builds engagement with our existing customers. How We Will Define Success and Failure: For the first 12 months of this program we have the following goals for each stage of the customer purchase process: ● Visibility: Our goal is to generate 30,000 visits to the website over the next year, a 300% yearoveryear increase. We would consider 20,000 visits (a 200% yoy increase) an adequate performance considering the current traffic volume to the website. 40,000 visits or beyond would be a great success. ● Engagement: While we have a small early stage newsletter list of 300 customers, we would like to increase this to 1,000 or more subscribers. We know from existing results that newsletter subscribers tend to make more repeat purchases than nonnewsletter subscribers. We know that 20% of sessions in the past 12 months has been returning visitors. We’d like to maintain that return rate across the next year, even with the goal of increasing traffic by 300%. ● Conversion: We’d like to increase subscriptions and onetime sales from nonpaid channels by 300% each. This would be $XX,XXX in subscription revenues (versus $XX,XXX in 2014), and $XX,XXX in single sales revenues (versus $XX,XXX in 2014). Less than a 50% increase in overall revenue from nonpaid channels would be ROI negative and would be considered a failure in light of the budget for this content marketing program. ● Retention: We’d like to maintain or increase our average subscriber retention of X months, and an average repeat purchase rate of 20% on nonsubscription purchases. Our Target Audiences & Where They Spend Their Time: We have 3 primary sets of buyers: GlutenFree, Paleo, and Diabetic consumers. Segment #1 GlutenFree Eaters: Based upon Google Display Planner’s demographic data of the top 10 glutenfree websites, our audience here is 75% female, and around 45% are between the ages of 2544. Our Google Analytics demographic data shows similar averages for website visitors landing on our glutenfree related landing pages. From our research, we think the bulk of our glutenfree audience is split between mothers in their 30’s looking to eat healthier, and an older 4564 audience of emptynesters. Audience information from LivingWithout’s advertising kit states that there are 1820 million glutensensitive Americans, and 15 million Americans following a glutenfree diet, and provides the following data on their subscribers, which we believe are representative of the glutenfree consumers most likely to purchase our products. Glancing at top glutenfree products on Amazon, we see these users also commonly purchased other varieties of glutenfree and organic products, Keurig Kcups , positive mood supplements , baking equipment , and natural cleaning and natural beauty products . Segment #2 Paleo Dieters: Based upon Google Display Planner’s demographic data of the top 10 glutenfree websites, our audience here is similar to our glutenfree audience, but skewing much younger: A similar analysis of top Crossfit blogs, a major proponent of the Paleo diet, skewed even more heavily female at 85% of audience members, and 59% of total audience between the ages of 2534. Demographic data from the media kit at http://paleomagonline.com/ confirms similar demographic data: Glancing at top paleo products on Amazon, we see these users also commonly purchased paleo cookbooks, exercise equipment like ab rollers , Stephen King novels, vegetable spiralizers , various paleo/glutenfree wraps , grassfed and antiobioticfree beef sticks , protein powders , ghee (“paleo butter”) , The Sandlot on DVD , information on lifting weights for women , The Storyteller by Jodi Picoult , and books on Thyroid conditions . In Facebook Audience Insights , we see an audience of 250300k monthly Facebook users over 18 in the US who like “paleo” topics, overwhelmingly female, with interests in the following categories and related pages: Personal Blog Rubies & Radishes Nourished Kitchen Book Arts/Humanities Author Blogger Health/Beauty Paleo Comfort Foods Real Food Liz Diane Sanfilippo RobbWolf.com Civilized Caveman Cooking Creations Paleo Grub The Paleo Secret The 21Day Sugar Detox The Paleo Diet Website Paleo Recipes World Mark's Daily Apple Eat Drink Paleo WOD Nation Box Basics Media/News/Publishing Eat Fit Fuel WOD Talk Health/Wellness PaleOMG The Paleo Mom Nom Nom Paleo Paleo Leap Cavegirl Cuisine Segment #3 DiabetesFriendly Dieters: Our Diabetic audience displays different characteristics than our glutenfree and paleo audiences: We believe we can drill down further by comparing demographics of Type 1 vs. Type 2 diabetics, however Type 1 only constitutes 5% of diabetics across the U.S. The media kit for DiabeticLivingOnline.com and associated print publications suggests a largely middleaged to retired female audience, primarily living with Type 2 diabetes. Our look at Facebook Audience Insights for most diabetesrelated interests also skews extremely heavily towards women over 45, and highlights the following interests: Health/Wellness Diabetic Connect Diabetes Daily Diabetes Well Being Health/Beauty Hope Paige Designs Glucocil WeightNot SYSTANE Lubricant Eye Drops Medical/Pharma Diabetes Innovations US Medtronic Diabetes Face Hep C I am ProHeart Aleve Product/Service AARP Member Advantages Community We are Diabetics Managing Diabetes We Love Birds PrayAmerica Spirit of the Holy Land Make the Connection Diabetic Alert Dogs by Warren Retrievers Alzheimer's Awareness Travel/Leisure Clothing Interval International Woman Within Chico's Low VA Rates Where Hope Grows Company Movie Media/News LittleThings.com Diabetes Hope Qpolitical Diabetes Support Liftbump Who Will Do The Work: ● 20 hours per month from business owner ● 20 hours per month from parttime marketing assistant Topics We Will Focus On: ● Empowering our audience to enjoy their dietary restrictions with lifestyle tips and recipes. ● Focus diet types: diabetes, glutenfree & celiac, & paleo. Promotional Channel Plan: Owned ● 1 hour per month updating internal links on the website to reflect new content additions. ● 3 hours per month spent on monthly newsletter in mailchimp. ● 1 hour per week spent curating 3rd party content, and scheduling in Buffer for Facebook, Twitter, and LinkedIn. ● Printed copy of certain content pieces to be sent with product orders. Earned ● Curation we’ll share content from top blogs in each of our audience categories as a method of getting on the radar of each site. Paid ● $250 per month to be spent distributing content on Facebook to members of our target audiences. ● Weekly or daily giveaway contests to build newsletter list estimated cost of $300 in monthly mail & product costs When We Will Publish: ● Based upon the time available from both team members, we plan to produce 1 weekly post to be published TueThur. ● Newsletter will go out once monthly, with the past 35 posts from our site, and 35 links to great content we read that month. ○ As we grow our list, we’d like to segment the newsletter for our 3 audiences. When We Will Measure Results & Revisit Strategy: ● We’ll measure the following goals monthovermonth and yearoveryear on a monthly basis: ○ Revenue, transactions, and average cart value (New vs Returning customers) ○ Revenue per traffic channel linear multitouch attribution ○ Revenue per landing page group in Google Analytics ○ New email subscribers. ○ Traffic by medium. ● We’ll revisit content approaches and formats quarterly depending on what is working best. ● We’ll revisit overall strategy and audience segments annually.
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