Content marketing is a vital component of creating brand awareness and attracting customers online and off. Small business content marketing, in particularly, is important for growth and visibility.
Check out any successful brand on the internet today and you’ll find a host of different content, pushed out on various platforms, that is designed to delight, attract and connect with their audience.
What is Content Marketing
Content marketing is about creating relevant and useful content for your audience that is consistent with your brand and its place in the market.
Content marketing isn’t just your website blurb, your blog or your social media posts. It includes all forms of marketing content such as video, images, infographics …
Why is it Important
There are a million reasons (and more) why you should have plenty of content to support your marketing. In essence, it is designed to improve engagement with your business and create more sales, nurturing loyal customers who stick with your brand and benefit from its products or services for a long period of time.
Content marketing can also help cement your reputation in the marketplace. For example, if you are providing how-to videos for your customers relating to a particular product, this kind of content creates a connection and dependence that promotes loyalty.
Great content is widely shared. Create the perfect social media or blog post and you can expect your fans and followers to share it with their friends and followers.
Content marketing is also used to improve performance on search engines like Google. It’s more than simple keywords however, and means producing content that is relevant and useful and which people want to link to:
- Content marketing costs 62% less and delivers three times the leads compared to traditional marketing
- Marketers are moving away from short form to longer form content with many blog posts 1,000 words or more
- Buyers are more likely to trust and engage with your business if you create good content, especially if it contains data and analysis
Why You Need a Content Marketing Strategy
The mistake many businesses make is not having a plan for creating and posting their content – it’s all done ad hoc. While you may have an occasional hit with a piece of content, success is largely down to luck.
Having a content marketing strategy in place means that you are more likely to produce strong, long-lasting assets that serve your business long term. If you want to achieve business growth, however, your marketing strategy needs to be fully fleshed out, coherent and relevant.
How To Put Together a Content Marketing Strategy
Great content is vital in all parts of the sales funnel. It is important to understand why you are producing a particular piece of content and what it is designed to do for your business and your customer. This understanding needs to be as specific as possible.
The first step is to define your mission and goals, outlining your target audience, what kind of content you are going to produce for them and what you want it to deliver for them.
For example, let’s say you run a recruitment agency. Your audience may be CEOs and managers. Your mission may be to provide them with content that helps them get their dream job. The result will be that your audience will be better prepared and competitive in the job-hunting market and will choose your agency for support.
You also need to really understand your audience and build specific personas for them. That way you can tailor individual content for specific personas, improving your reach and really connecting with that persona on a more direct level.
A real challenge for many small business owners is being able to plan, create, manage and publish their content, according to their timeline plan, across various different platforms. Content marketing can quickly get messy if you don’t have a joined-up approach and a clear idea of what is happening at any particular time.
Finally, you must be able to measure results. There’s no point in creating content if you don’t know if it is effective or not. This should be an underpinning principle of your entire marketing strategy.
This is What We Do!
If you are looking for support with your content marketing strategy and execution, you’ve found the right blog! Head to our Woya Digital website to find out more about us and then get in touch to discuss with us how we can help you grow your small business with effective content marketing!