Info Marketing Plan
Lesson 6 of 7

SEO and distribution without a marketing team

Great content that nobody reads is a hobby. This lesson covers the small number of SEO and distribution habits that actually move the needle.

The 80/20 of SEO for a service business

You don't need to know everything about SEO. You need to know enough that search engines can understand what your pages are about and that buyers searching for your problem can find them.

The short checklist

  • One clear topic per page. Don't try to rank one page for six things.
  • A specific title tag and meta description. Written for the reader, not stuffed with keywords.
  • A single H1 that reflects the topic.
  • Internal links from related articles and from your navigation.
  • A fast, mobile-friendly page. No enormous hero videos, no popup on load.
  • Structured data (Article, FAQ, HowTo) where it fits.

Keyword research, simplified

Skip the 200-tab spreadsheets. For each topic in your list from lesson 2:

  1. Type the topic into Google.
  2. Read the top five results and Google's "People also ask" box.
  3. Ask: can I write something more specific, more useful, or more current?
  4. If yes, that's your angle. If no, pick a narrower topic.

Distribution channels that fit service businesses

Owned

  • Your site.
  • Your email list.
  • Your YouTube channel (partially owned — you don't own the algorithm).

Earned

  • Podcast guest appearances in your niche.
  • Guest posts on outlets your buyer already reads.
  • Quotes in industry roundups (respond to journalist requests).

Rented

  • LinkedIn, X, and other social platforms. Useful for reach, dangerous to depend on.

A weekly repurposing routine

One long piece of content per week can turn into:

  • 1 article on your site (the canonical version).
  • 1 video (or the video is the canonical version — pick one).
  • 3–5 short posts for LinkedIn or X, spread across two weeks.
  • 1 email to your list.
  • 1 pull-quote graphic.

This is a repurposing routine, not a content-factory pitch: the goal is to give the same idea multiple entry points.

Common distribution mistakes

  • Publishing and disappearing. No email, no post, no reshare.
  • Optimizing only for search. Search is patient; email and social bring today's leads.
  • Chasing every platform. Two channels done well beats five done badly.

What's next

Content marketing takes months to compound. Lesson 7 covers the small set of metrics that tell you whether the plan is working — and which to ignore.