Content marketing can be a challenge for companies large and small, but for small companies, resources are often limited. Due to the lack of resources, many small businesses choose to skip content marketing altogether. Unfortunately, content marketing is one of the easiest ways for small businesses to get new business without spending a ton of extra money. At Rank Fuse, we know just how much content marketing can benefit small businesses, so we have created a little guide for you!
What is Content Marketing?
Content marketing involves developing valuable, relevant content consistently to attract potential customers. Over time, you can create content that attracts a certain audience to your website. This audience is likely to be part of your customer pool, which means that you are attracting leads and sales to your website.
The real key to content marketing is how you put the word out about all of the content you are creating. For example, many businesses will promote their content by sharing it on their social media accounts. When you start sharing your content, it will get in front of more eyes, and you might even have other people share your content.
When it comes to content marketing, you need to know who you are trying to reach and how you can guide them to take the action that you want them to take. This means that you need to know what you want your audience to do, and you need to develop a content strategy that reflects your goals.
The basics of content marketing include blog posts, email newsletters, and social media. Creating blog posts is the first step in getting your content marketing strategy off the ground. Without content, it is nearly impossible to create newsletters and quality social media posts. These three pillars of content marketing are the easiest for small businesses to take part in without expending too much extra effort and valuable resources.
Why is Content Marketing Important for Small Businesses?
Content marketing is an important aspect of the overall marketing strategy for small businesses. However, many small business owners feel like there isn’t much point in trying to compete with larger companies in the content marketing world. This couldn’t be further from the truth.
While large brands have more resources for producing quality content, small businesses can still see a positive ROI by implementing a content marketing strategy. In fact, content marketing has shown itself to be a profitable investment for companies of all sizes. So much so that 73 percent of brands have someone manage a content strategy for the company.
The main reason that small business should consider adding content marketing to their overall marketing strategy is that it can provide a greater return with a smaller investment. According to the Content Marketing Institute, content marketing costs around 62 percent less than outbound marketing tactics, while generating three times the number of leads.
Promotional content is necessary for all businesses; however, content marketing is a great way to get your products and company name out there without pushing ads at your customers 24/7. Instead, use content to provide your audience with valuable information, which increases their trust in your business and products without frustrating everyone with constant advertising.
When content is shared on social media platforms, it is seen by even more eyes. High-quality content that is easily shared is likely to bring new users to your website, which is a great way to gain new customers. Shared content can also keep circulating for months after it is published, while paid ads will stop producing leads as soon as the campaign stops.
Another benefit of creating content for your website is that you can boost organic search visibility. This works for companies of all sizes, but it is often crucial for small businesses. Publishing content that contains keywords that you want to rank on Google and other search engines for is likely to boost your spot in the search engine results over time. The key is to keep all of your content relevant and make sure the quality is good.
As you continue producing high-quality content, your brand will start to be noticed as an expert in your industry. Both Google and users will reward your hard work by giving you the ability to get even more people looking at your website, either through a boost in your Google ranking or sharing your content with others on the Internet.
Tips for a Solid Content Marketing Strategy
As a small company, it can be a challenge to come up with a content marketing strategy. Here are a few quick tips for small businesses developing a content marketing strategy.
Start with Keyword Research
The easiest place to start is keyword research. When you conduct keyword research, you are trying to determine the keywords that people are using to find products and services similar to yours. Additionally, you can see where you currently rank for some of these keywords.
It is a good idea to start by targeting keywords that you currently rank on the second page of the search engine results for. By targeting these keywords, you might be able to boost your ranking from the second page to the first, which will dramatically increase the number of people who make it to your website.
Make a Content Calendar
A sure-fire way to set yourself up for success is to create a content calendar that you can stick to. When you create a content calendar, start with at least one blog post per month. Include the social media posts and email newsletters on the content calendar as well. Putting everything in one place will help you stay organized.
Once you start to get more comfortable with your content schedule, you can increase the number of blog posts that you write each month, which can lead to more social media posts and email newsletters. The real keys are to create a calendar that you can stick to and stay consistent with your posting.
Create Quality Blog Posts
Using your keyword research, you can craft blog posts around topics that are likely to boost your page and provide quality shares on social media. When you start your content, think of what your readers want to know. Try to answer any questions that you think your customers might have about your products, business, or industry.
When you start creating content, you want to put yourself in the shoes of your audience. While there may be topics that you want to write about, you need to be sure that your audience wants to read about it as well. This is why keyword research is so important. That being said, there is room to include things that you want to share as well. Try to find a good balance of topics that will be informative and shareable.
Be sure that you have a good writer or editor that can either create content or make sure that your content is up to par before you publish it.
Share Your Content
Speaking of social media, putting your blog posts on social media accounts like Facebook and Twitter can help you get them seen by a lot more people than those who would just happen to frequent your website. If you have the ability to put a little money behind them, you can promote the posts to help even more people see them. Make sure you put a catchy photo, headline, and description with each post to entice people to click on the link and share it with their friends.
You can also share your content in email newsletters that you send out to your customers and other people who sign up for your e-blasts. Like social media sharing, email newsletters are usually very inexpensive to create, and you are getting information out to those who want to receive it from you.
While you can use e-blasts to promote your business, be sure that you focus on things like events and special deals or promotions that you are offering. Include your high-quality content in your newsletter to provide value to those who will be receiving it. We like to think of email marketing like PR in the sense that you can use these email newsletters to showcase your company more than just showcasing the products that you are trying to sell.
Reach Out for Guest Post Opportunities
One thing that we haven’t discussed yet is guest posts. Guest posts are a great way to get backlinks for your website. You can reach out to publications and other local businesses to see if there is an opportunity for guest posts that could get you additional exposure. With guest posts, you will want to make sure that you include a link to a relevant page on your website. Even though these pieces of content aren’t going on your website, you will want to make sure that they are high-quality as well.
You can also use these guest posts as another piece of content to share on social media. Even though it may seem like you are just linking to another website, don’t forget that your backlink should direct people to your website as well.
If you are a small business looking for content marketing help, Rank Fuse is here to help. Our content marketing team is dedicating to helping clients of all sizes develop a long-term content marketing strategy that will set them up for success. To get started, call us today at 913-703-7265.