Content marketing is one of the most powerful tools to use as you grow your small business. Curating and sharing branded content gets the word out about your brand, remains in direct contact with consumers, and helps you maximize dollars spent on marketing.
What is content marketing for small business all about?
Content marketing is based as much on partnerships as it is on the content you produce. It is a long-term strategy based on relationships developed with influencers who can reach your audience with the content you want to share.
The other important part of content marketing is producing and sharing content consistently so that your audience can rely on you as one of their top media sources.
The content you share should be well-produced, meaningful to your brand, and meaningful to your consumers. The idea behind sharing content as a marketing strategy is not just to inform your audience about what you like or believe in as a brand. The goal is to connect on common interests and become the outlet to your audience when they want to consume this desired media.
Does content marketing work?
It does! Content helps your brand in many ways. The biggest impact your content has on consumers is the message it sends from your company: we care about you. When you provide content that offers solutions to problems and answers to questions, your audience has to do less work searching for the information and immediately recognizes your brand as an expert.
This is just the beginning. Let’s look at a few of the ways you can help your business get to the next level.
Why small businesses need content marketing?
Boost brand awareness
As a small business, you need all the awareness you can get. Getting your brand’s name online and in front of consumers is the first incremental step in gaining traction in the purchase funnel, and content helps you get there by sharing your company name online through your various influencers and partners communicating to your audience.
Even if consumers are not immediate purchasers, they become more of your brand name for future instances of when they need your type of product or services.
Establish brand identity
You can use every bit of content you share or have influencers share to communicate your brand identity. A strong brand message and story takes time to create, so start from your first post and ask yourself before every published piece whether or not the content reflects your brand.
Content drives traffic to your website, which is essential to climbing search engine rankings, generating leads, and converting searchers into customers. The more content you share through various outlets, the more consumers are prompted to follow a link to your website.
Create lead generation
Use content to generate more leads. As soon as users visit your site through shared content, from influencers or partners, offer promotion (discount, newsletter) in exchange for contact information. Use this contact information to stay in touch with people who have already expressed interest in your site. Hopefully, they will think of you when they are ready or pass your info along to a friend.
Position yourself as an authoritative voice
Aim for partners in your industry who can share your content with one large, sweeping audience. Your target audience will begin to see you as a leader
Sharing content consistently shows consumers you are there for them and that their needs come first. Building trust early on in the brand-consumer relationship is hard to do but will go a long way.
Maintain website relevancy
If you always upload fresh content to your site and have peers generate traffic to your site via new content, your website remains relevant as a byproduct. Sticking to a content marketing strategy and timeline is a great way to keep your website updated at all times.
Opportunity for analysis
Measuring your content marketing traction and success against goals is a perfect way to analyze how your small business is getting on in its preliminary stages. Aim to check in quarterly or monthly (if not immediately) to determine which posts and types of content your consumers respond to the most.
Promote your value
Your value is not limited to the product or service you provide. There is so much more you are doing behind the scenes to keep consumers entertained and satisfied. New, engaging content is one of these ways. Keep to your timely schedule to show users you are committed to providing this information, which, in turn, projects your ongoing value to consumers.
Marketing through content is one of the best ways to promote your brand and service or product without feeling confined to the eye-rolls of advertising. Advertising is effective, but it can carry energy that turns many consumers away. Reach these audience members through content that is engaging, informative, and entertaining.
This is the most fun part about content marketing — you get to be yourself, all the time! Take creative liberties, take risks, be open to opportunity, and have fun. Content can show your consumers who you are while also giving you the chance to relax and show the world who is behind the brand.
Marketing strategies for small business
Marketing strategies shape up differently for every brand, but especially for small businesses. Each step you take is a critical first move, an opportunity to be creative, a chance to mess up without anyone noticing too badly (unless..), and a personal touch point with potential consumers. As you develop your small business growth strategy, include content marketing.
Remember the vast types of content
As you start crafting your content strategy, you might be wondering what to upload or include as rotations outside of blogs and articles. There are so many forms of media, and the future is bound to see more.
Keep an eye out for evolving content and consider the following as you round out your uploading timeline:
- Physical space
The most common and effective types of content marketing in small businesses are:
- Social media
- Email newsletters
- Live events
Tips before you get started
Before you get going on your content, keep the following advice in mind so that you get started off on the right foot and execute your strategy efficiently and most of all, effectively.
- Identify the audience
- Determine content scope
- Establish a reliable timeline
- Incorporate keywords
- Fix goals
- Decide metrics
- Measure and analyze
Hire an expert
If you are new to content marketing, hiring a professional team is your best bet for capitalizing on the potential ROI that this digital marketing arm has to offer.
Even if you’ve been curating your own content for years, opting for an automated program for part of your strategy or taking advantage of a professionals’ years of experience is the clearest route to content marketing success.
Rosy Strategies is your go-to resource team for all of your digital market needs. We offer guidance along your marketing journey, curate strategies specific to your brand, and have software programs you need to automate certain extensions of your strategy.
To learn more about our services or get started with your content marketing strategy for 2019, reach out to our team, today.