How Small Businesses Can Leverage Content Marketing

Content marketing is an excellent way for your small business to put itself in front of thousands of people. While many content marketing campaigns are affordable, the more you add to your campaign, the higher the cost will climb. However, the cost of a campaign shouldn’t deter you from creating a content marketing campaign to improve the success of your business. Even small businesses need to promote their services and products. Word of mouth only goes so far in the community.

Types of Content Marketing for Small Businesses

Before delving into the discussion of how you can leverage a content marketing campaign for your small business, we must first explore the types of content marketing you can utilize. Blogs, videos, podcasts, social media posts, and local SEO pages all can help the success of your business.

  • Blogs: Introduce new products, awards the company has won, announce new hires, discuss trends in your industry, and more.
  • Videos: Video tutorials of how to use your products can help customers connect easily with you.
  • Podcasts: A library of podcasts that explain your services or products can help customers understand you better.
  • Social Media: Every business should be present on social media (Facebook, Twitter, Instagram).
  • Local SEO Pages: Adding fresh content to your company’s website is easy to do when you opt for local SEO pages. These pages should have information about your products or services and utilize keywords tied to the geographic areas you serve.

Other types of content you can create as part of your campaign include case studies, interviews, newsletters, white papers, checklists, and eBooks.

Why You Should Take Part in Content Marketing

Many small business owners believe that content marketing won’t help them because their competitors have saturated the market. Your company can experience the following when a proper content marketing campaign is put into place:

  • Increased traffic to your website
  • Higher sales
  • Converted leads
  • Awareness of your brand
  • Having your website appear higher on the first page of search engines
  • Build a strong reputation

Build a Strategic Plan

Even though content marketing can be an affordable tool for your business, it doesn’t mean that you should simply post content to post content. You need to have a strategic plan in place. Answer the following questions when creating the plan:

  • Are we looking to drive more sales?
  • Do we want higher volume on our website?
  • Do we want to become an expert in our industry?
  • Do we want to promote our brand?
  • Are we trying to find our voice?

Published Content Has to Offer Value

The content you publish on your website, blog, or social media accounts has to offer readers value. All of the content, or at least most of it, should relate to your business. Create a content calendar and try to populate it one month in advance so that you aren’t rushing to post content every couple of days, therefore sacrificing its quality and value.

Every strong marketing campaign should include social media posts. Social media is a great way to share photos. The photos your business shares don’t always have to be of a product or service. You can utilize sunrises, sunsets, animals, and other attention-grabbing items to promote your company so long as the photos are original and you have permission to use them.

Use One Piece of Content Multiple Times

When you create a blog post or research article related to your company, you can use it more than once. We don’t mean that you should just post the link on Facebook or LinkedIn multiple times. The statistics from the post can be turned into an infographic that can be shared on Instagram. You could also take an interesting quote from an expert, post it to Twitter, and then link back to the blog post. Cross-posting your content is a great way to increase your company’s reach.

Use Search Engine Optimization (SEO)

Every successful content marketing campaign for a small business should have search engine optimization (SEO) as part of the campaign. There are more than three billion searches conducted on Google every single day. If you aren’t using SEO practices in your content marketing campaign, your business won’t be found by anyone.

All of the content you create should be fresh, valuable, and answer questions your audience would likely ask. The SEO portion of your campaign should include the following:

  • Quality content
  • Backlinks
  • Keywords
  • Page speed
  • Readability

How to Promote Your Content

The next step in leveraging content marketing for your business is to promote it. It’s easy to copy and paste the link to a blog post on your company’s Facebook page or LinkedIn profile. However, there are other avenues you should explore. Some ideas for promoting your content include:

  • Writing blog posts for other companies and then adding backlinks to your website in the content
  • Connecting with social media influencers
  • Paying for targeted ads on Instagram or Facebook
  • Engaging in discussions with your audience on social media
  • Sending out regular email newsletters

Using Micro-Moments to Advance Your Marketing

Micro-moments came into existence in the content marketing world back in 2015. A micro-moment is a quick decision made with intent by a consumer using a mobile device. The most common types of micro-moments include:

  • I want to know moments
  • I want to go moments
  • I want to do moments
  • I want to buy moments

Your business can utilize micro-moments with blog posts to increase traffic to your website. Conduct SEO research to find out what your audience is searching for and turn these search questions into blog posts that answer these questions.

Start a Content Marketing Campaign Today

Now that you have a better understanding of how a content marketing campaign works, it’s time to create a campaign that fits the needs of your business.

Luke Smith is a writer and researcher turned blogger. Since finishing college he is trying his hand at being a freelance writer. He enjoys writing on a variety of topics but technology and digital marketing topics are his favorite. When he isn't writing you can find him traveling, hiking, or gaming.

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