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7 Content Projects, If You Managed Marketing for a Local Café…

I live around a lot of coffee shops.

The most inexpensive and convenient is Starbucks.

“Inexpensive” is self-explanatory, but it’s “convenient” for a couple of reasons.

It’s nearby and predictable.

I can get a cup of joe with a splash of soy milk at the lowest price around and it always tastes the same and satisfies my craving. (I’m not as picky about coffee as I am about the Oxford comma.)

But lately I’ve explored my other options.

I’d like to support local businesses, and maybe one of them is a nice place to work or relax.

Unfortunately, they all look roughly the same, which brings me back to the thought:

“I can get exactly what I want at Starbucks. Why try something new?”

It’s an objection that’s not unique to my search for a cool café.

To grow your audience of potential customers, challenge their instinct to stick with a familiar option — their go-to blog, podcast, or video channel.

You have to show that your platform is also a good fit for them.

I eventually did discover a café that I’m going to try this weekend, because their marketing persuaded me.

So, whether you’re managing the marketing for a brick-and-mortar business or a website in a crowded niche, here are seven content projects that help new people choose you.

1. The marketing litmus test

"Is it content or content marketing?" – Stefanie Flaxman

This project is an evaluation of your current content marketing strategy.

Some of the coffee shops I looked up had “Coming Soon” pages posted on the “Blog” sections of their websites.

I’d absolutely prefer to see that than a few crappy blog posts. We all know throwing some text up on a blog is not a strategy.

Review your current plans to determine if they are content marketing and not just content.

  • Do your blog posts inspire engagement?
  • Do your blog posts keep visitors coming back to read or purchase?
  • Do your blog posts build community?

Subscribing to your blog should feel like a productive action that is going to guide that subscriber along their chosen path.

2. The intersection of phenomenal and familiar

"Your About Page is actually about the person who clicks the link to see it." – Sonia Simone

When someone is looking for something new, they’re still going to gravitate toward their preferences.

A number of reviews of the café I chose to try said that friendly people work there.

While pleasant customer service should be a standard, coffee snobs are real.