How Any Small Business Owner Can Create An Awesome Content Marketing Strategy!
Why You Need a Small Business Content Marketing Strategy!
What is the biggest problem with content marketing? The idea of content marketing is not the problem. Most of the small business owners we talk to are fully aware of content marketing benefits. Not having content is not the problem. Most of our clients have wonderful stories, great images, and exciting videos to share as part of their content marketing campaigns. No, the big problem with content marketing is that most small businesses do not have a small business content marketing strategy. Without an effective strategy your content marketing campaigns are less likely to provide the results your small business needs.
Content marketing is incredibly cost-effective and offers amazing ROI. Compared to traditional marketing programs, content marketing costs 62% less and generates approximately three times the volume of leads. DemandMetric
A small business content marketing strategy is essential for identifying your target audience, determining the tone of voice that best suits both your brand and your audience, and attracting and maintaining an online audience. Without it you are much less likely to grab and keep the attention of online visitors, and to convert them into legitimate leads. Recently we gave you some tips for creating engaging content that gets shared. Today we will show you how a small business content marketing strategy can help you turn that engaging content into legitimate business leads.
3 Steps to Creating a Small Business Content Marketing Strategy
Step 1 – Tailor Your Content
The first step in creating an effective small business content marketing strategy is to tailor your content to your audience. Of, course, the specifics will depend on your industry, product or service, and your intended target audience.Based on your target audience you will want to develop a voice that you will use across all your branded content. In other words, don;t use one tome of voice on your website, and a completely different one on your social media channels.
Find Your Tone
Depending on your specific audience you can adopt a communication style that most appeals to them. But don’t try to be someone you are not! If you are a little more conservative and reserved it is not a good idea to employ an overly playful tone online. You will be spotted as a fake if you do. Instead, consider using a fun, edgy, current and tongue-in-cheek style if you are trying to reach younger consumers. On the other hand, if you are trying to connect with business decision makers you need to be more authoritative, to-the-point and results oriented.
You do not want to be too brief, but always try to write concise, catchy copy that is easy to scan for your online visitors. Be sure to make it easily sharable on social media! Even better if you can relate your content to popular cultural touch-points or current events. For instance: “The Role of Social Media in the 2016 Presidential Campaigns?” or “What marketing lessons can be learned from the 2015 FIFA Women’s World Cup?”
Step 2 – Get Visibility
The next step in creating a small business content marketing strategy is to get your content visibility. After all, the greatest content in the world is not doing you any good if nobody sees and reads it, does it? The most effective ways for getting visibility is to create and publish fresh, relevant content that your target audience is looking for. Lucky for you this is actually easier tan you think! Here are the three main ingredients your small business content marketing strategy needs to get all the online attention you need:
We may have mentioned this before, but here we go again. Maintaining an active and engaging blog is the single most effective way to get your content in front of new and bigger audiences. Therefore we highly recommend that if you are not already blogging you create a blog for your website, and regularly post engaging content that is tailored to your audience. Check out B2B Blogging Tips and Benefits for more ideas.
When it comes to content, longer is better. On average, long-form blog posts generate nine times more leads than short-form posts. Curata
Part of your small business content marketing strategy needs to focus on search engine optimization (SEO). Including keywords and key phrases in your content is an excellent way to get visibility in search results. But don’t overdo it; you do not want to be guilty of keyword stuffing! You should aim for around 1 keyword or phrase for every 150-200 words. Check out our 8 SEO Basics to Grow Your Small Business for more tips on using SEO to gain visibility.
If your small business content marketing strategy does not include social media you better go back and start over! This is thec social age, and whenever you post new content to your business blog be sure to push it out on social media as well. You can drive your social media audience to your business website by sharing links on Facebook, Google+ and Twitter, and by adding links to social bookmarking sites like StumbleUpon, Digg or Delicious. For more ideas on how to use social media to increase visibility check out our post on Becoming a Socially Optimized Business.
Step 3 – Generating Leads
The final step in your small business content marketing strategy is to generate leads. This is why you are reading this in the first place, isn’t it? While there are many different methods for lead generation we generally recommend that you use the following basic steps as part of your small business content marketing strategy.
You want your website visitors to stay on your site as long as possible. Not only will this allow your visitors to learn as much as possible about you and your business, service, or product; time spent on site is also a valuable Google ranking signal. One way to keep your site visitors exploring your site is to link keywords to product or service specific landing pages.
The Content Ladder
Once your visitors are exploring more content on your business website you can continue the conversation by directing visitors to more in-depth types of related content, such as case studies or white papers.
The final step of your small business content marketing strategy is to get the contact information of your visitors so that you can reach out to them again. The easiest way to do that is to ask your website visitors to provide you with their contact info in order to download a white paper, schedule a sales call, or request an estimate.
Getting Started with Your Small Business Content Marketing Strategy
Now that you understand the basics behind a small business content marketing strategy you can take the next steps. If you already have an effective content marketing strategy campaign you may only need to make a few minor adjustments. Perhaps the only thing you are missing is social bookmarking.
Content drives conversions like gangbusters. On average, conversion rates are six times higher for companies and brands using content marketing than those that aren’t, at 2.9% vs. 0.5%, respectively. Aberdeen Group
If you are new to content marketing, or if your current small business content marketing strategy is not providing the results you require, you may need to start fresh. Start with our content strategy tips and see how you can relate them to your business marketing needs. Then determine the type of content you need to create, and how much of it, to reach your content marketing objectives.
Depending on the content marketing success you want and need to achieve you may need to bring in some additional resources to help you. If you have content, but no idea how to use it, you should start by talking to a content strategist. If you need help creating or polishing your content a copywriter or editor can help.
Need Help? We Do Content and Marketing!
Here at ESPRESSO.digital, we offer a full range of content marketing services, including digital marketing services, content strategy and development, search engine optimization, and social media marketing. Why not contact us to learn more about our small business content marketing services, and how our team can help you create your very own small business content marketing strategy.
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