Content Marketing for Small Business

We’ve all heard the term ‘content is king’. We can see this in the digital space with such platforms as Netflix and Amazon (as well as others) starting to create original program content only available on their channels to drive viewers to their offerings. But this approach also holds true for small business also. Small businesses can do the same thing with their blogs, videos, eBooks, social media posts and infographics to capture the attention to clients and new potential customers.

If you’re relatively new to introducing new marketing tactics to your small business and aren’t really sure where to start then grab a copy of our GUIDE to help you with the steps require to get the creative juices flowing and to guide you in the right direction without having to spend hours on the task.

Why is content marketing important to small business?

Including content marketing in your marketing strategy provides you with a relatively inexpensive way to engage with your potential clients and maintain a relationship with current clients. By providing your knowledge for free (or in return for your contact information) you are instantly generating value before the client makes a purchase. Because posting content online and indexing it in a search engine is virtually costless, the potential return on investment (ROI) for content marketing is high. Content marketing can not only help to engage new customers but also nurture the relationship with existing customers. Additionally, it can be an important component to essential word-of-mouth marketing by encouraging sharing, liking and commenting on social media which all contribute to increasing your audience and viewers.

Steps for creating killer content

  1. Who are your customers and what do they need? Know who your target audience is. Check out your data and analyse it to support who you think your audience is. If you have a client list go through it regularly to re-affirm who your actual audience is compared to who you think they are and also to detect any shifts in your client base. If you are in the start-up phase then talk to your prospective clients to find out what their biggest challenges are and then figure out how you can solve these for them. What kind of information would be most useful to them? This will help you to plan your content marketing topics as well as the platform(s) on which to deliver them to create the greatest amount of awareness.
  2. Set your goals:  Each piece of content that you create must be done so to meet a specific goal. Do you want to attract new customers? Do you want to increase sales from your existing customer base? Do you have a new product that you are wanting to test the market demand for? Content creation for your existing clients takes a different approach to the content that you create for prospective clients who are unfamiliar with what you can offer them. Content focused on how to use the great product you offer may increase that particular product but will not most likely drive sales of your other offerings. Establish yourself some key performance indicators (KPIs) that are in line with your goals. If you are looking to attract new customers, then track contract forms received or calls from prospects. If you’re looking to increase sales, then track the number of purchasers who made a purchase after viewing your content
  3. Create quality content in a form that your audience prefers: When preparing your content think quality not quantity. It might be tempting to go into mass production mode by getting out as many blogs or videos as possible to increase your reach, but no one wants to read or see poor quality content. If just won’t result in the type of attention or engagement that you ultimately want to achieve. You want content that people will want to consume and share. Take the time you need to make sure you get the results you want. Consider a variety of formats when creating your content. Your ideal customer may prefer to read a blog post rather than watch a video. Others prefer to listen to a podcast during their commute.
  4. Regularly release content and track resultsWhilst you can gain a considerable reach from a single successful piece of content, for optimum results, you will want to create valuable content on a consistent basis that has your community returning to your site or social media platform. Create a content marketing or editorial calendar and process to ensure timely creation and publication. Track your analytics to see what content the best result in terms of the KPIs has that you have set yourself. If you don’t have an idea for data or the time to be consistently creating content, then you can always hire a virtual marketing professional to do these tasks for you.
  5. Recycle successful content: Don’t be afraid to re-purpose your existing content. If a particular post did really well then use it again! Recycle a successful blog post as an infographic or take a video and turn it into a downloadable eBook. You can even utilise your existing content in your email newsletter or perhaps a brochure.

Do you need some inspiration with your content marketing then download our free content marketing guide by clicking here.

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