How to Produce Small Business Content Marketing Results
Online competition is extremely intense these days, but that doesn’t mean a small business can’t attract new business through content marketing. If content provides a real value and stands out you will be rewarded, regardless of your business size.
The internet is loaded with information, so not only do you have to publish content that provides a true value but you also have to make sure that you distribute it using the correct methods to land in the correct places. The where and how your content is distributed is as equally as important as the actual content itself.
Local search engine marketing and content marketing need to be combined in order to deliver a one-two punch that delivers results. They are both responsible for helping potential customers discover your small business. Think about it for a minute. Virtually every single small business has a website and social media profiles that they are using to attempt to attract customers.
They are putting their message out there in hopes of attracting traffic that will convert. Several of them are just blindly throwing content out there and they aren’t receiving the type of return that they desire. Why? They don’t have a well thought out plan. They aren’t producing the right kind of content and they aren’t distributing it in the correct places.
Even if your industry has a lot of competition you can still attract brand awareness as well as customers by using good content. Consumers in every industry require good content, but not overly promotional stuff. You need to think of ways to provide them useful information that they will appreciate, share and then associate your brand with.
Creating content that engages your target customer, receives shares and even attracts inbound links requires a creative strategy and a promotional budget. Simply publishing content on your website and blog and expecting it to magically attract prospects is campaign suicide. Follow this simple three-step content plan for small businesses.
1. Answer Questions & Create Content Based On What Your Prospects Want To Know
You aren’t going to publish engaging content if it isn’t something that your target audience wants to know. If you are selling a product or service your prospects are going to have questions -- create content that answers common questions and provides information about what you are selling. When you combine this along with industry news and also some lighter, not so serious content, you will really attract interest. Also, don’t think that all of your content necessarily has to be blog posts. Videos, podcasts and infographics are all great forms of content as well.
Consumers like to see a brand’s personality before making a purchase. This is where video interviews, video office tours and podcasts can really help. When someone feels like they know the brand it makes them more comfortable about moving forward with a purchase. Trust is built when the consumer feels like he or she has been provided a lot of value for free, without being asked for anything in return.
2. Publish Your Content Where Your Prospects Will See It
While every business might have a blog section on their website, the majority of them don’t publish content on a regular or consistent basis. Most business owners will say that they don’t have time to blog, but look at these statistics from HubSpot for a minute:46% of people read blogs more than once a day. Click To Tweet Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI. Click To Tweet 82% of marketers who blog daily acquired a customer using their blog. Click To Tweet 79% of companies that have a blog report a positive ROI for inbound marketing in 2013. Click To Tweet
As you build up your brand your blog will become a more popular destination and if you create your SEO strategy around your blog and targeting long tail keywords and search terms you can really start to attract organic traffic to your blog.
Guest blogging is another great way to position your content in front of your target audience. Look for guest blogging opportunities on websites that your prospects frequent, and in high numbers. Remember, the goal is to get as many eyes on your content as possible.
3. Be Willing To Spend Money
Another misconception many small business owners have is that content marketing is free. They assume they can write some blog posts, publish them, and then kick back and watch traffic pour in. It doesn’t work this way. With so much competition all going after the same market you have to be willing to spend money to get your content noticed.
Once you publish content to your blog you can then promote that content on social media, through sponsored Facebook posts or promoted tweets on Twitter. You can also spread your content on industry related websites through services such as Outbrain and Taboola. You can’t ignore this strategy, even if you are working with a limited budget. Even $10 - $50 per day is going to help build your business online. As you grow you can then increase that daily budget.
With correct targeting and great content you can achieve a very large reach even on a limited budget. Consistently promoting your content is going to help your growth, so make sure to remain consistent, always looking to engage with a new audience.
There are several businesses all trying to capture the attention of the same prospects. By creating content that is more interesting and helpful and promoting it across the correct channels you will attract more attention, create more brand awareness and ultimately create more sales and revenue for your business.