For a small business, putting together a content marketing strategy can be a daunting thing. But a strong content marketing strategy is a vital tool for a small business – and it’s likely that you already do! In this article, we’ll share our top five content marketing tips with you!
What is content marketing?
“Content marketing” may sound like a synonym for a scary term to small business owners. It sounds confusing and time-consuming. That’s why it alienates many people before they even try it. However, the premise is very simple. The best question to understand the definition of content marketing is: what is content?
Content is everywhere online. It is what makes up the results of every Yandex and Google search we do. Regardless of your information needs, search engines prioritize the content they deem most relevant and valuable to your search query. (Remember these words-they’re at the heart of any good content marketing strategy!)
But not all content is created equal. The phrase “content is everything” has become very commonly used by professional marketers. Especially in discussions about SEO and domain authority. It’s true that content marketing for small businesses can be a key source of organic traffic – but only if the content resonates with your target audience!
This is the very goal that “content marketing” seeks to achieve. A content creation strategy that closely aligns with the mission of search engines to deliver high-quality results to users. In short, content marketing provides your target audience with timely, relevant and, most importantly, valuable content that drives trust and, ultimately, profits for your brand.
Why is content marketing so important for small businesses?
Content marketing for small businesses has quickly become a necessity. Retail is a competitive business, especially for brands that are primarily in e-commerce. Uniqueness is no longer about product offerings, but about how you articulate your brand vision. So as an independent retailer, it’s likely that you already have some sort of content marketing strategy in place.
One of the biggest challenges for any growing business is “brand story telling.” Finding ways to cut through the information noise to reach your target audience has never been harder than it is now. So, whether you’re focusing on social media marketing or making informative blog posts for your website, these content creation efforts will give you a vital platform to attract potential customers.
So how does content marketing work?
One of the reasons small businesses find content marketing difficult is that marketers rarely discuss this technique from the customer’s perspective during the buying decision process. Let’s look at an example:
Someone is trying on blinds for their new home, but they’re unsure of the pros and cons of each style. You’re a business that sells curtains and blinds, and you’ve written an article on your blog site about choosing blinds. A person clicks on this entry in the search results and finds content that is useful and relevant to his query. Based on this, he is encouraged to check out your product range and end up making a purchase in a couple of weeks.
Clearly, content marketing for small businesses is very different from “outside marketing” strategies. They are designed to be disruptive and sell a product or service directly. For example, pop-up ads in your web browser or 30-second clips that play in front of YouTube videos. It’s safe to say that most of us find outbound marketing efforts annoying rather than informative.
Content marketing, on the other hand, is a form of “inbound marketing.” It aims to engage customers during their online journey, not interrupt it. That’s why inbound marketing typically brings in three times as many leads as outbound marketing. The biggest difference between outbound and inbound marketing is that the latter doesn’t seek direct sales. Rather, it drives brand recall through informative content that consumers want to interact with. That’s why your content strategy comes into play when customers are already in the buying process. Instead of promoting “stuff,” you’re selling your brand and authority.
When content marketing is done right, your business will show up on your customers’ “radar” when they become aware of their need and seek information on how to meet it.