Content Marketing Strategy For Small Business

A Content Marketing Strategy For Small Business

Content Marketing Strategy For Small Business

According to the Content Marketing Institute, content marketing is a marketing approach that emphasizes the creation and distribution of quality content. It posits that a targeted audience will be more likely to shop with you if you deliver valuable and relevant information consistently.

Content marketing is everywhere and it has been for years. When a term is thrown around so frequently, it can be hard to zero in on the deeper meaning, and even harder to determine how to apply it to your own growing small business. But content marketing is a reality and a necessity for growing small businesses today.

A Content Marketing Strategy is your high-level plan for creating and distributing content to grow your audience and reach various business goals. Some small business content marketing examples include:

  • Blog posts
  • Emails
  • Newsletters
  • Social media posts
  • Podcasts
  • Ebooks
  • Videos

The goal is to send the right message to current and potential customers!

When it comes to content marketing, it's important to think outside the box. One approach that has been successful for us in the past is to focus on building relationships with potential customers through social media and email marketing.

Providing value-added marketing content ensures you are ranking for content that will engage with your audience, you can establish yourself as a trusted authority in your industry and earn their loyalty over time.

Another key component of a successful marketing strategy is to track your marketing content results and adjust your approach accordingly.

Whether you're targeting a specific demographic or trying to increase brand awareness, it's important to stay flexible and responsive to changing market conditions.

A content marketing strategy helps you achieve specific goals, define clear success metrics, and create processes for specific improvement, set SMART goals using SMART Goals for SEO. This is more effective than haphazardly producing content and hoping it does the job.

With the right strategy and a little bit of creativity, you can build a strong and sustainable online marketing plan that will help you in growing your small business and achieve your business goals.

Launching a Content Marketing Strategy

Content marketing is an efficient, effective, and very economical way to drive traffic to your site. A good Content Marketing Strategy starts with.

Identifying your audience

Content marketing for small businesses relies on having a clearly defined audience. You aren’t trying to reach everyone and anyone. You’re crafting a specific message which holds value to a specific market segment full of people who are most likely to purchase your product or service.

You don't want to waste your time producing uninteresting or irrelevant content for your customer base. You must conduct in-depth research on your audience to make sure you truly understand them, their interests, and their buying habits.

Build a conversion-focused website

Your website is essentially the home base for your entire content marketing strategy. Cutting corners here can easily turn people away. With more than half of all customers researching specific businesses online before making a purchase, having a high-quality, reliable platform is vital for tiny start-ups to giant enterprises.

Building a great website is not easy, especially if you are not trained in copy writing, coding, or web design. So bring in professionals if you can. There are lots of little details which can make or break your site. For example, speed is a big one. If your website takes longer than three seconds to load, a lot of visitors will leave. Other reasons for high website bounce rates include no mobile optimization, uninteresting web copy, broken functionality, and unclear navigation.

Choosing the right hosting company plays a huge factor in how your website performs. Take your time in finding one that fits your exact needs.

Make your content easy to find

Whether you want your small business content marketing to increase sales, attract new customers, or grow brand awareness, the best way to accomplish your goal is by providing content your customers can use to improve their lives, increasing ranking for content.

Once you have determined your audience base and you've set up a great website, it's time to create content that draws people to your platform. You want customers to learn about your company through your content, try not to come across as sales-y or overly self-promoting. Instead, write about the industry, interesting studies or statistics, or actionable advice related to your business.

Most importantly, you must incorporate words and phrases that connect your audience to the information they are searching for. This is the very core of online marketing, so always be sure to do keyword research before creating content. You can use the Google Keyword Planner for this.

Ultimately, the most important aspect of branded content is the value it provides. The content you create should identify a certain problem, then offer expert advice on how to solve it with a personal touch.

Promote your content

Use analytics to choose which channels to place your content on social media, SEO or PPC. SEMrush's Content Template tool will analyze your competitors' data in organic search and tell you the best keywords to use, the ideal content length, and where to get back links from, and help you choose the platforms to target.

You have the content. Now what? If you're one of the lucky few with a huge email list, a large, loyal following of readers and an army of devoted fans, you won't have to worry. But if you're like most small-business owners, the struggle of attracting traffic and leads is probably a part of your daily life.

It's like a complicated courting ritual. The content marketing equivalent of roses, dinner, and a movie is connection; a genuine desire to help, and sincere and ongoing engagement. When promoting your content remember the following basics:

Email is not passè: Your email list has already invited you to communicate, they are already engaged in what you have to say. In fact, 61 percent of consumers enjoy receiving promotional emails weekly, while 38 percent would like emails to come even more frequently.

Don't be afraid of paid advertising: If you have invested in the creation of a new asset, don't shy away from paid advertising to promote your content. Unpaid organic reach is a tremendous asset, but there is much to gain when content marketing and traditional advertising join forces.

Be social: Use a tool like Buffer or Hootsuite to automate your social media sharing, but remember that it is not enough to simply share. The real engine of social media is in connection and engagement in real conversation with your audience. Spend time forming connections and nurturing them so that they are compelled to consume and share your content.

Ask: Don't be afraid to ask for assistance with distribution and amplification. Andreea Ayers of Launch Grow Joy did just that for her popular info graphic, 30 ways to promote your blog posts. By reaching out to influential bloggers and online media and asking them to share with their audience, Andreea dramatically increased exposure to her content.

Steps in Creating a Content Marketing Strategy for Small Business

1. Mission/ Goal

Like all marketing strategies, content marketing should serve a specific purpose and meet specific goals. Make these goals specific, measurable, attainable, relevant, and time-based. In other words, use the SMART strategy to create them. SMART goals look like this:

  • Improve your search engine ranking to land on the first page within three months.
  • Acquire 1,000 email subscriptions in 30 days.
  • Increase sales by 25% from a specific market segment within two weeks.

To establish your brand as a credible content publisher, define your owned media value proposition. 

In other words: 

What unique value does your brand’s content provide? (This should be unique from your competitors’ content.)

This will help you create a content marketing strategy that sets you apart from your competitors.

Another important item to include in your strategy is your content marketing mission statement. It should summarize why you are creating content and provide information on who can benefit from it.

Make sure your content marketing mission statement includes the following elements:

  • Your audience: Who are you creating content for?
  • The benefit: What information or answers will you provide?
  • The outcome: How will your content help your audience achieve their goals?

Here’s an example:

“Our content is where digital marketing managers find multimedia information about SEO and content marketing so they can help their companies grow via organic channels.”

2. Identify Key Performance Indicators

Choose key performance indicators, metrics that directly reflect how well you’re moving towards your goals. This might include (but is certainly not limited to):

  • Unique page views
  • Referral rate
  • Number of downloads
  • Net revenue
  • Conversion rates

3. Select Audience, Content and Channel

Content marketing relies on having a clearly defined audience. You aren’t trying to reach everyone and anyone. You’re crafting a specific message which holds value to a specific market segment full of people who are most likely to purchase your product or service. Collect demographic data from your site or social media platform. [BS4] Google Analytics can help with this, but so can many of the features and reports within Co-schedule.

Once you’ve figured out who’s reading your existing content (or who isn’t), you’ll get a sense of where you’ve already developed a viable online presence. Follow it up by homing in on the channels that will get you the most exposure and engagement.

It’s difficult to tell your brand’s story if you don’t know who’s listening. That’s why the first step is to identify the audience you’d like to target.

Here are a few ways to do that:

  • Survey your existing customers
  • Research industry trends
  • Identify who you don’t want to target
  • Keep tabs on who your competitors target

4. Audit

content audit is the process of organizing, analyzing, and improving your existing content. 

It can help you get the most out of your existing pages—which means you could save resources on creating new content.

Some benefits of updating content include generating more organic traffic, ranking higher in search engines, and boosting engagement.

Performing a content audit also allows you to better understand what kinds of content formats and topics resonate with your audience.

In fact, 61% of companies with very successful content marketing strategies run content audits at least twice a year

Keep these questions in mind while auditing your content:

  • Which content topics and keywords are performing the best?
  • Which content formats generate the most engagement and conversions?
  • Which channels drive the most traffic?

5. Establish Schedule

So, you’ve got your KPIs, your audience, and your channels. You might be tempted to start flooding them with your insights, giveaways, and thought-provoking articles. After all, if one post is effective, then ten must be ten times as effective, right? Do NOT do this. Instead, start with a basic posting schedule to avoid freaking out your followers with content overload.

For blogs, consider a weekly post (same day, same time) to get into the habit. Social media posts should range between once daily and a few times each week. There’s actually science behind how often to update your company’s Facebook or Instagram. Quite a bit of the evidence out there that suggests posting too frequently can be just as damaging as not posting enough, or posting inconsistently. Create a schedule because:

  • Consistency is key. Consistency helps train readers to come back, to anticipate new material, and indicate that you’re a reliable, active source of information.
  • It will help you vary the content. Seeing the big picture helps you spot opportunities for variety to enrich your offerings.
  • You’ll save time and energy. A schedule is like a road map. Knowing what you’re going to do next helps you join the ranks of the 36 percent of content creators with efficient project workflows.
  • It supports KPI tracking. One of the features of a SMART goal is that it’s time-based. Visualize your time-based goals with a calendar.

Make sure to cover the following while content planning:

  • Choose content topics for each campaign
  • Determine which content formats you will produce
  • Pick the channels for content distribution

Key elements to include in your calendar are: 

  • Topics or keywords
  • Target dates
  • Headlines
  • Categories or clusters
  • Content formats
  • Target personas
  • Success metrics

6. Craft Content and Distribute

To decide on your optimal content formats and channels, you’ll need to look at your historical content performance and further analyze your audience.

For each project you undertake, you'll need to make three decisions:

  1. Topic
  2. Format
  3. Platform(s)

With all your research assembled, it’s now time to spread your genius insights far and wide to attract a loyal following. Kind of. Writing great content is just as important as the quality of your ideas. You can be a creative genius, but it won’t matter if your content is lackluster, rushed, and weak. Even Google won’t be impressed. Craft your content as thoroughly as you researched your audience and content channels. Check out these 26 surprising rules for creating amazing content – just in case.

7. Track Results

Within the first hours of delivering your content, you’ll begin to see how people respond. Page views, likes, and share represent some of the first metrics indicating engagement. Over time, you’ll also see conversion rates, qualified leads and closes, or change in revenue. There are many tools out there to help you track KPIs. Here are a few you may consider:

  • Google Analytics. It’s free and easy to measure page views, traffic sources, keyword performance, and more.
  • Databox. Databox offers an array of powerful tools for tracking almost any metric.
  • Excel. If you’re comfortable with Excel, you can create your own KPI tracking spreadsheets. This works best with metrics like revenue, subscriptions or referrals.

8. Rinse-Refine-Repeat

With great content marketing, consistency is key – don’t release just one or two pieces of content and call it a day. Learn from your KPIs, tweak your content strategy and repeat. Over time, you’ll build a consistent foundation of valuable and relevant information that leaves your readers smarter, more well-informed, and impressed with your thought leadership.

A Summary of The Content Marketing Cycle

5 Marketing Strategies for Small Business, consider these 5 unique ideas

The Art of Storytelling - Shareable Content - Beyond SEO - Video - Building Trust

The Art of Storytelling: Engage Your Audience with Narrative

Captivate your audience by telling a story. Learn how to craft a compelling narrative that resonates with your target market.

Creating Shareable Content: Maximize Your Reach on Social Media and Rank for Content.

Maximize your online media presence by creating shareable content. Get tips on 'how to' create marketing content that your followers will love and share.

Going Beyond SEO: Drive Traffic to Your Website

While SEO does the work, there are other innovative ways to drive traffic to your website. Discover new strategies to attract more visitors.

The Power of Video: Incorporate Video Content into Your Marketing Strategy

Video content is a powerful tool to engage and convert your audience. Discover how to incorporate video into your marketing strategy.

Building Trust with Your Audience: Create Authentic Content

Authenticity is vital in content marketing. Learn how to build trust and create content that resonates with your audience.

Privacy Policy
Keys to Win with Content Marketing

Keys to a Win with Content Marketing for Small Business

Original - Actionable - Informative - Accurate - Thoughtful

Original

No one who has been on the internet in the past three years should be surprised by the changes Google has made to SERP algorithms that penalize duplicate content. While websites used to thrive on endless, repetitive content, often sourced from other locations on the web, Google has now put a stop to it.

If you want to draw visitors to your website with content, you must create original content. That can be done in-house or outsourced to one of the many freelance copywriters on the internet, operating in every country around the world.

There is no excuse for copied content on your website other than laziness or black-hat techniques.

Actionable

Good content tells your customers what to do next. Reviews tell customers whether or not you think they should buy something. Informative content teaches customers how to approach a problem or issue that they're experiencing. Opinion content helps customers decide what they think about an issue or development. All (good) content prompts customers to action; it's up to you to determine what that action should be.

In addition, tell your audience how to take the next step with you. Add a call-to-action (CTA) like "subscribe to our blog/channel/newsletter for regular updates" to the end of your content encourage your audience to make that step and become more involved with your network. This helps to build customer relationships and customer loyalty. But be aware of word choice; some marketers have found that changing a single word can create a 38 percent change in conversion.

Informative

People come away from great content knowing more than they did before. Sometimes the knowledge is funny and a factoid to share at a party; sometimes the knowledge is an extremely practical how-to. Most informative content lies somewhere in the middle.

When creating informative content, keep it interesting. This doesn't inherently mean the content needs to be funny. It should tell a story, be engaging, and avoid too much technical jargon. Consider the audience you need to write differently for an experienced user than for someone brand new to the industry.

This will also affect which content writer you choose; almost any decent writer can write introductory content, but you'll need someone more familiar with the industry to write more expert content.

Accurate

In the age of the internet, fact checking is absurdly easy and it is critical to the integrity of your small business. Linking to original sources both increases your authority and builds important link content for your website.

Bottom line: do not make things up. Don't modify peoples' quotes, don't lie about statistics, and don't intentionally misrepresent events. Facts are facts; make sure that your interpretation of those facts is as clear and understandable as possible. If you're building off someone else's opinion, make sure to give them credit.

Thoughtful

Great content is thought-provoking and interesting. Readers come away with something to think about, even if it's as simple as a new way to accomplish a task. Thoughtful content might also be presented in the form of a review or an opinion piece. It might comment on a development in the industry, a complication for a particular company or personality, or a product's changes.

Thoughtful content is what develops entrepreneurs and other celebrities into "thought leaders." Being a thought leader in an industry is a great way to attract customers to your business; after all, one-fifth of customers say they want to work with the best.

Content Marketing Strategy For Small Business

According to the Content Marketing Institute, content marketing is a marketing approach that emphasizes the creation and distribution of quality content. It posits that a targeted audience will be more likely to shop with you if you deliver valuable and relevant information consistently.

Content marketing is everywhere and it has been for years. When a term is thrown around so frequently, it can be hard to zero in on the deeper meaning, and even harder to determine how to apply it to your own growing small business. But content marketing is a reality and a necessity for growing small businesses today.

A Content Marketing Strategy is your high-level plan for creating and distributing content to grow your audience and reach various business goals. Some small business content marketing examples include:

  • Blog posts
  • Emails
  • Newsletters
  • Social media posts
  • Podcasts
  • Ebooks
  • Videos

The goal is to send the right message to current and potential customers!

When it comes to content marketing, it's important to think outside the box. One approach that has been successful for us in the past is to focus on building relationships with potential customers through social media and email marketing.

Providing value-added marketing content ensures you are ranking for content that will engage with your audience, you can establish yourself as a trusted authority in your industry and earn their loyalty over time.

Another key component of a successful marketing strategy is to track your marketing content results and adjust your approach accordingly.

Whether you're targeting a specific demographic or trying to increase brand awareness, it's important to stay flexible and responsive to changing market conditions.

A content marketing strategy helps you achieve specific goals, define clear success metrics, and create processes for specific improvement, set SMART goals using SMART Goals for SEO. This is more effective than haphazardly producing content and hoping it does the job.

With the right strategy and a little bit of creativity, you can build a strong and sustainable online marketing plan that will help you in growing your small business and achieve your business goals.

Launching a Content Marketing Strategy

Content marketing is an efficient, effective, and very economical way to drive traffic to your site. A good Content Marketing Strategy starts with.

Identifying your audience

Content marketing for small businesses relies on having a clearly defined audience. You aren’t trying to reach everyone and anyone. You’re crafting a specific message which holds value to a specific market segment full of people who are most likely to purchase your product or service.

You don't want to waste your time producing uninteresting or irrelevant content for your customer base. You must conduct in-depth research on your audience to make sure you truly understand them, their interests, and their buying habits.

Build a conversion-focused website

Your website is essentially the home base for your entire content marketing strategy. Cutting corners here can easily turn people away. With more than half of all customers researching specific businesses online before making a purchase, having a high-quality, reliable platform is vital for tiny start-ups to giant enterprises.

Building a great website is not easy, especially if you are not trained in copy writing, coding, or web design. So bring in professionals if you can. There are lots of little details which can make or break your site. For example, speed is a big one. If your website takes longer than three seconds to load, a lot of visitors will leave. Other reasons for high website bounce rates include no mobile optimization, uninteresting web copy, broken functionality, and unclear navigation.

Choosing the right hosting company plays a huge factor in how your website performs. Take your time in finding one that fits your exact needs.

Make your content easy to find

Whether you want your small business content marketing to increase sales, attract new customers, or grow brand awareness, the best way to accomplish your goal is by providing content your customers can use to improve their lives, increasing ranking for content.

Once you have determined your audience base and you've set up a great website, it's time to create content that draws people to your platform. You want customers to learn about your company through your content, try not to come across as sales-y or overly self-promoting. Instead, write about the industry, interesting studies or statistics, or actionable advice related to your business.

Most importantly, you must incorporate words and phrases that connect your audience to the information they are searching for. This is the very core of online marketing, so always be sure to do keyword research before creating content. You can use the Google Keyword Planner for this.

Ultimately, the most important aspect of branded content is the value it provides. The content you create should identify a certain problem, then offer expert advice on how to solve it with a personal touch.

Promote your content

Use analytics to choose which channels to place your content on social media, SEO or PPC. SEMrush's Content Template tool will analyze your competitors' data in organic search and tell you the best keywords to use, the ideal content length, and where to get back links from, and help you choose the platforms to target.

You have the content. Now what? If you're one of the lucky few with a huge email list, a large, loyal following of readers and an army of devoted fans, you won't have to worry. But if you're like most small-business owners, the struggle of attracting traffic and leads is probably a part of your daily life.

It's like a complicated courting ritual. The content marketing equivalent of roses, dinner, and a movie is connection; a genuine desire to help, and sincere and ongoing engagement. When promoting your content remember the following basics:

Email is not passè: Your email list has already invited you to communicate, they are already engaged in what you have to say. In fact, 61 percent of consumers enjoy receiving promotional emails weekly, while 38 percent would like emails to come even more frequently.

Don't be afraid of paid advertising: If you have invested in the creation of a new asset, don't shy away from paid advertising to promote your content. Unpaid organic reach is a tremendous asset, but there is much to gain when content marketing and traditional advertising join forces.

Be social: Use a tool like Buffer or Hootsuite to automate your social media sharing, but remember that it is not enough to simply share. The real engine of social media is in connection and engagement in real conversation with your audience. Spend time forming connections and nurturing them so that they are compelled to consume and share your content.

Ask: Don't be afraid to ask for assistance with distribution and amplification. Andreea Ayers of Launch Grow Joy did just that for her popular info graphic, 30 ways to promote your blog posts. By reaching out to influential bloggers and online media and asking them to share with their audience, Andreea dramatically increased exposure to her content.

Steps in Creating a Content Marketing Strategy for Small Business

1. Mission/ Goal

Like all marketing strategies, content marketing should serve a specific purpose and meet specific goals. Make these goals specific, measurable, attainable, relevant, and time-based. In other words, use the SMART strategy to create them. SMART goals look like this:

  • Improve your search engine ranking to land on the first page within three months.
  • Acquire 1,000 email subscriptions in 30 days.
  • Increase sales by 25% from a specific market segment within two weeks.

To establish your brand as a credible content publisher, define your owned media value proposition. 

In other words: 

What unique value does your brand’s content provide? (This should be unique from your competitors’ content.)

This will help you create a content marketing strategy that sets you apart from your competitors.

Another important item to include in your strategy is your content marketing mission statement. It should summarize why you are creating content and provide information on who can benefit from it.

Make sure your content marketing mission statement includes the following elements:

  • Your audience: Who are you creating content for?
  • The benefit: What information or answers will you provide?
  • The outcome: How will your content help your audience achieve their goals?

Here’s an example:

“Our content is where digital marketing managers find multimedia information about SEO and content marketing so they can help their companies grow via organic channels.”

2. Identify Key Performance Indicators

Choose key performance indicators, metrics that directly reflect how well you’re moving towards your goals. This might include (but is certainly not limited to):

  • Unique page views
  • Referral rate
  • Number of downloads
  • Net revenue
  • Conversion rates

3. Select Audience, Content and Channel

Content marketing relies on having a clearly defined audience. You aren’t trying to reach everyone and anyone. You’re crafting a specific message which holds value to a specific market segment full of people who are most likely to purchase your product or service. Collect demographic data from your site or social media platform. [BS4] Google Analytics can help with this, but so can many of the features and reports within Co-schedule.

Once you’ve figured out who’s reading your existing content (or who isn’t), you’ll get a sense of where you’ve already developed a viable online presence. Follow it up by homing in on the channels that will get you the most exposure and engagement.

It’s difficult to tell your brand’s story if you don’t know who’s listening. That’s why the first step is to identify the audience you’d like to target.

Here are a few ways to do that:

  • Survey your existing customers
  • Research industry trends
  • Identify who you don’t want to target
  • Keep tabs on who your competitors target

4. Audit

content audit is the process of organizing, analyzing, and improving your existing content. 

It can help you get the most out of your existing pages—which means you could save resources on creating new content.

Some benefits of updating content include generating more organic traffic, ranking higher in search engines, and boosting engagement.

Performing a content audit also allows you to better understand what kinds of content formats and topics resonate with your audience.

In fact, 61% of companies with very successful content marketing strategies run content audits at least twice a year

Keep these questions in mind while auditing your content:

  • Which content topics and keywords are performing the best?
  • Which content formats generate the most engagement and conversions?
  • Which channels drive the most traffic?

5. Establish Schedule

So, you’ve got your KPIs, your audience, and your channels. You might be tempted to start flooding them with your insights, giveaways, and thought-provoking articles. After all, if one post is effective, then ten must be ten times as effective, right? Do NOT do this. Instead, start with a basic posting schedule to avoid freaking out your followers with content overload.

For blogs, consider a weekly post (same day, same time) to get into the habit. Social media posts should range between once daily and a few times each week. There’s actually science behind how often to update your company’s Facebook or Instagram. Quite a bit of the evidence out there that suggests posting too frequently can be just as damaging as not posting enough, or posting inconsistently. Create a schedule because:

  • Consistency is key. Consistency helps train readers to come back, to anticipate new material, and indicate that you’re a reliable, active source of information.
  • It will help you vary the content. Seeing the big picture helps you spot opportunities for variety to enrich your offerings.
  • You’ll save time and energy. A schedule is like a road map. Knowing what you’re going to do next helps you join the ranks of the 36 percent of content creators with efficient project workflows.
  • It supports KPI tracking. One of the features of a SMART goal is that it’s time-based. Visualize your time-based goals with a calendar.

Make sure to cover the following while content planning:

  • Choose content topics for each campaign
  • Determine which content formats you will produce
  • Pick the channels for content distribution

Key elements to include in your calendar are: 

  • Topics or keywords
  • Target dates
  • Headlines
  • Categories or clusters
  • Content formats
  • Target personas
  • Success metrics

6. Craft Content and Distribute

To decide on your optimal content formats and channels, you’ll need to look at your historical content performance and further analyze your audience.

For each project you undertake, you'll need to make three decisions:

  1. Topic
  2. Format
  3. Platform(s)

With all your research assembled, it’s now time to spread your genius insights far and wide to attract a loyal following. Kind of. Writing great content is just as important as the quality of your ideas. You can be a creative genius, but it won’t matter if your content is lackluster, rushed, and weak. Even Google won’t be impressed. Craft your content as thoroughly as you researched your audience and content channels. Check out these 26 surprising rules for creating amazing content – just in case.

7. Track Results

Within the first hours of delivering your content, you’ll begin to see how people respond. Page views, likes, and share represent some of the first metrics indicating engagement. Over time, you’ll also see conversion rates, qualified leads and closes, or change in revenue. There are many tools out there to help you track KPIs. Here are a few you may consider:

  • Google Analytics. It’s free and easy to measure page views, traffic sources, keyword performance, and more.
  • Databox. Databox offers an array of powerful tools for tracking almost any metric.
  • Excel. If you’re comfortable with Excel, you can create your own KPI tracking spreadsheets. This works best with metrics like revenue, subscriptions or referrals.

8. Rinse-Refine-Repeat

With great content marketing, consistency is key – don’t release just one or two pieces of content and call it a day. Learn from your KPIs, tweak your content strategy and repeat. Over time, you’ll build a consistent foundation of valuable and relevant information that leaves your readers smarter, more well-informed, and impressed with your thought leadership.

A Summary of The Content Marketing Cycle

5 Marketing Strategies for Small Business, consider these 5 unique ideas

The Art of Storytelling - Shareable Content - Beyond SEO - Video - Building Trust

The Art of Storytelling: Engage Your Audience with Narrative

Captivate your audience by telling a story. Learn how to craft a compelling narrative that resonates with your target market.

Creating Shareable Content: Maximize Your Reach on Social Media and Rank for Content.

Maximize your online media presence by creating shareable content. Get tips on 'how to' create marketing content that your followers will love and share.

Going Beyond SEO: Drive Traffic to Your Website

While SEO does the work, there are other innovative ways to drive traffic to your website. Discover new strategies to attract more visitors.

The Power of Video: Incorporate Video Content into Your Marketing Strategy

Video content is a powerful tool to engage and convert your audience. Discover how to incorporate video into your marketing strategy.

Building Trust with Your Audience: Create Authentic Content

Authenticity is vital in content marketing. Learn how to build trust and create content that resonates with your audience.

Privacy Policy
Keys to Win with Content Marketing

Keys to a Win with Content Marketing for Small Business

Original - Actionable - Informative - Accurate - Thoughtful

Original

No one who has been on the internet in the past three years should be surprised by the changes Google has made to SERP algorithms that penalize duplicate content. While websites used to thrive on endless, repetitive content, often sourced from other locations on the web, Google has now put a stop to it.

If you want to draw visitors to your website with content, you must create original content. That can be done in-house or outsourced to one of the many freelance copywriters on the internet, operating in every country around the world.

There is no excuse for copied content on your website other than laziness or black-hat techniques.

Actionable

Good content tells your customers what to do next. Reviews tell customers whether or not you think they should buy something. Informative content teaches customers how to approach a problem or issue that they're experiencing. Opinion content helps customers decide what they think about an issue or development. All (good) content prompts customers to action; it's up to you to determine what that action should be.

In addition, tell your audience how to take the next step with you. Add a call-to-action (CTA) like "subscribe to our blog/channel/newsletter for regular updates" to the end of your content encourage your audience to make that step and become more involved with your network. This helps to build customer relationships and customer loyalty. But be aware of word choice; some marketers have found that changing a single word can create a 38 percent change in conversion.

Informative

People come away from great content knowing more than they did before. Sometimes the knowledge is funny and a factoid to share at a party; sometimes the knowledge is an extremely practical how-to. Most informative content lies somewhere in the middle.

When creating informative content, keep it interesting. This doesn't inherently mean the content needs to be funny. It should tell a story, be engaging, and avoid too much technical jargon. Consider the audience you need to write differently for an experienced user than for someone brand new to the industry.

This will also affect which content writer you choose; almost any decent writer can write introductory content, but you'll need someone more familiar with the industry to write more expert content.

Accurate

In the age of the internet, fact checking is absurdly easy and it is critical to the integrity of your small business. Linking to original sources both increases your authority and builds important link content for your website.

Bottom line: do not make things up. Don't modify peoples' quotes, don't lie about statistics, and don't intentionally misrepresent events. Facts are facts; make sure that your interpretation of those facts is as clear and understandable as possible. If you're building off someone else's opinion, make sure to give them credit.

Thoughtful

Great content is thought-provoking and interesting. Readers come away with something to think about, even if it's as simple as a new way to accomplish a task. Thoughtful content might also be presented in the form of a review or an opinion piece. It might comment on a development in the industry, a complication for a particular company or personality, or a product's changes.

Thoughtful content is what develops entrepreneurs and other celebrities into "thought leaders." Being a thought leader in an industry is a great way to attract customers to your business; after all, one-fifth of customers say they want to work with the best.

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