Calm down, I’m talking about content marketing for small businesses, not the coronavirus.
The digital landscape is an overcrowded place full of people searching for information and brands uploading loads of content.
As business owners, we are all fighting for attention from the same consumers. Big brands with an even bigger ad spend are constantly overshadowing your efforts for online recognition. But when push comes to shove, you know it’s time to make your brand’s content heard over the commotion.
The solution- content marketing.
This kind of marketing for a small business is an affordable answer to their marketing needs. In fact, it’s actually been around for quite some time. You’ll be surprised to learn that you’ve probably already dipped your feet into the content marketing swimming pool.
In its most basic form, all it takes is an internet connection, and a social media account so that you can post images. And if you’re already creating videos, podcasts, blogs, eBooks, and whatnot, congratulations! You’re a step ahead of the rest.
Tell me once again, what is content marketing?
Content marketing, in simple terms, is a long-term marketing strategy to entertain, educate, and engage customers and potential prospects. By producing and distributing high-quality content, small business owners can continue to attract and retain a large portion of the target audience.
But in order to build a lasting relationship and drive consumers towards a profitable action, content must be valuable, relevant, and consistent.
According to Convince and Convert, there are over one hundred different types of content that businesses are using.
This means there are tons of small business marketing ideas out there just waiting to get hatched. Of course, you don’t have to use all of them- just the ones that are within your budget and are attractive to your consumer base. Just remember that the quality of your content can help create long-lasting results. For instance, evergreen content can drive traffic to your website long after it’s written.
The good news is that it doesn’t require a great deal of money! That’s probably the best thing you can tell someone who is marketing a small business, especially one on a tight budget. But merely setting up a blog or managing a social media presence won’t be enough in today’s competitive atmosphere.
The goal is to aim big.
If you are planning to get the same exposure as renowned brands such as L’Oreal, Coke Cola, and Nike, you need to spellbind your audience with amazing content writing. Offering a variety of content formats can help keep your consumers hooked to your brand. More importantly, finding the right content mix that works for your audience is the key to success.
You might be wondering, ‘Why do I need to invest in content marketing anyway?’
At its core, content marketing for a small business can present a multitude of benefits. From building an audience to increasing revenue and everything in between, business owners know that content marketing has a lot to offer.
But no entrepreneur can get far if he or she does not have a solid plan laid out. Essential questions such as why you are creating content, who you are trying to help, what makes you different from other brands, etc. can help create value-added interactions. This, in turn, is crucial for branding, customer acquisition, customer retention, building loyalty, and much more.
But today, we are merely going to focus on the importance of content marketing.
The advantages of content marketing for small businesses
Small businesses often face stiff competition from other brands. And with limited resources, they are eager to embrace new ways of getting ahead. And that entails creating engaging content, capturing the target audience’s attention, developing a dialogue with them, building a healthy relationship, and much more.
Content marketing can provide numerous benefits. As one of the most cost-effective and successful methods of promoting a brand online, it’s not something that a small business owner should ignore.
Ready to take a closer look?
Though there are dozens of advantages your business can gain from content marketing, we’ve compiled the top ten reasons right here.
Greater amount of content
For a small business, content marketing can help boost engagement. By increasing the amount of on-site content, you can attract more traffic to your website. Moreover, by providing consumers more material, they are likely to spend extra time on your site. This helps build consumer trust as well as improve the possibility of conversions.
Your chance to create a shareable commodity
Consumers appreciate useful content. Instead of promoting a product or service through advertising, focus on providing value to people. Your audience will appreciate this. In fact, a satisfied customer is more likely to share information with others, whether that’s through word of mouth, social media shares, or emails.
For a small business, that means repeat and referral customers. But keep in mind that different content types more traction than others. Generally speaking, infographics and list posts often receive more shares and generate more referral traffic. So small business content marketing strategies should definitely include them.
Improve rankings in search
Providing value to your audience has another added benefit. It allows you to achieve higher visibility in search engines. Google knows that your content is up-to-date, relevant, and valuable.
Moreover, Google indexes all your pages. So the more content you upload, the higher chance you have of showing up in search queries.
But in order to make the most of this opportunity, focus on trending topics and utilize the right keywords. So while content marketing focuses on creating and spreading content to attract traffic, you can increase your organic search engine traffic with the right SEO tactics.
Improves domain authority
By creating relevant, high-quality content, you develop an image as a trustworthy site. In fact, in-depth material you publish allows you to be perceived as an expert, authoritative figure. And when your content earns additional inbound links from external sources, your site’s domain authority (DA) will increase. The higher the DA, the higher the SERPs rankings.
Builds a good brand image
Viewers judge your brand based on the content you post. By creating valuable and reliable content, you can help people form a positive opinion about who you are. If viewers find your content helpful, informative, and enlightening, they’ll think highly of your brand.
And consistently doing so across multiple platforms develops a good reputation. Therefore, content marketing for small businesses is a powerful tool in building trust.
Give your audience a reason to return
Providing valuable information is essential, but consistency is the key to repeat interactions. When you consistently create and distribute phenomenal content, viewers know that they will find fresh and entertaining information on your website. This technique of providing ongoing value to consumers is motivation enough to keep them coming back for more.
Increases online exposure
As mentioned earlier, content marketing can increase traffic to your site. But publishing content on an authoritative site that receives high traffic and linking back to your own site, you can gain a considerable amount of referral traffic.
Simultaneously promoting your content on social media can boost online exposure. As more people read and share your content, you’ll harness more followers as well as drive more traffic to your site.
Allows your business to grow exponentially
By amplifying your online exposure, you can engage, inform, help, and bring value to your target audience. This can help generate more leads, and eventually more conversions down the road. Studies show that small businesses can receive up to three times as many leads and almost six times higher conversion rates.
Impressive, isn’t it?
Want to see the bigger picture? These figures can significantly increase sales and revenues. Yeah!!
Helps to develop a more effective marketing funnel
If you want to grab as many potential customers as possible, you need to create content that nurtures prospects at every stage of the customer buying journey. And that means working on building awareness all the way through to the purchasing phase.
To attract and engage customers at each stage of the marketing funnel, you need to be tuned to what they need. For instance, at the top of the funnel, you will need to understand the problems people face, address them, and offer plausible solutions. The middle phase is where leads will need more detailed information about their options. Lastly, the bottom of the funnel needs content that motivates or provides an incentive towards a sale.
But a killer content marketing for a small business should go above and beyond this to foster better relationships with customers and drive repeat business. You need to also work on enhancing customer retention practices and building brand loyalty.
Makes you more competitive
Content marketing is a very cost-effective marketing solution. It not only decreases marketing costs, but it also compounds the value of your brand years down the line.
Your brand can develop a community surrounding it, where consumers can come to get information and support they need. As you create content to resolve their issues, your business will be able to grow. However, it all depends on how effectively your content marketing strategy cuts through all the digital clutter.
As the owner of a small business, you need powerful marketing strategies in order for your brand to have a lasting impact on consumers. Therefore, content marketing for small businesses is a vital component of success.
While marketing can help to get the word about your business out into the world, its content will allow you to connect with potential customers, inform them of services, resolve their problems, build brand recognition, and much more. With the right content marketing strategy, you can build an online reputation, increase your reach, attract more customers, drive more people through the sales funnel, boost conversions, increase sales, and, among others, develop brand loyalty.
On the other hand, without one, you’ll simply fade into the background and lose your customers to the competition.
So now that you are aware of all that content marketing has to offer, are you ready to get started on your own content marketing strategy and make your mark on the world?