Small business content marketing is all about providing your customers with valuable content. Your business needs to reach out to new people and keep its current customers engaged, and content marketing can be a great tool to help you achieve this goal. Small business content marketing will effectively increase brand awareness, attract new customers, and increase sales.
We know that you may be confused after seeing the term ‘content marketing.’ But don’t worry. We will help you understand the definition, benefits, and strategies of this useful tool that you can use to grow your small business on any platform.
Be careful that content marketing differs from content production. The aim of content production is narrower when compared to content marketing. We’ve explained content production and ways to scale it in another blog post.
In this guide, first, we’ll provide you with an overview of what content marketing is and how you can leverage it to grow your business. Next, we’ll discuss 10 creative ideas and some strategies you can use for your small business content marketing.
Content marketing for a small business
As a small business owner, you may have doubts about the effectiveness of this approach. You’re thinking, “Because I run a small business, content marketing can’t benefit me.” Let’s get that out of your head. Your business size is not a determining factor in the success of your content marketing strategy.
Small businesses, among others, can benefit a lot from using content marketing in their influencer marketing strategies. Small business content marketing is very cost-efficient, and you don’t need a tremendous amount of spending to extract results. Moreover, the ROI from content marketing is guaranteed to be positive. That’s one huge advantage for a small business with limited resources.
Remember that people are inclined to learn about your business through blog posts or social media content. They prefer these over tons of annoying ads. You want these people to naturally reach out to your business’s services or products through the content you share.
What is content marketing?
The correct meaning of ‘content’
We often hear the term ‘content marketing,’ but most usually don’t know what it is. The concept still sounds new to many people, although it’s been around for quite a long time.
Content is the essence of your business. It can include a wide range of formats such as text, images, videos, infographics, polls, articles, E-books, podcasts, and much more.
A common myth surrounding this topic is that producing content is the same as copywriting. People mostly think of it as a written text. However, content goes way beyond this definition. Clearing your mind of such misconceptions is crucial to the success of your small business content marketing strategy.
Content Marketing Definition
We can define content marketing in many distinct ways. It can be a field, a practice, an industry, or a career path. But most importantly, it’s a tool many businesses of all sizes can use to market their work and reach out to more customers.
Content marketing is an essential part of almost every business strategy. It involves the use of different content formats we discussed earlier to provide value to your audience. All of it comes down to one sole purpose: creating valuable content for people.
You need to pay attention that content marketing is not about you, your business, or your products and services. Actually, it’s all about having the right answer to “What does my target audience care about?” and “What’s valuable for them?”
Top Benefits Of small business Content Marketing:
Content marketing brings numerous benefits to the table for many businesses, especially small ones. Whether you’re a small business owner or a large company CEO, you’ll benefit from incorporating content marketing into your business strategy. So, the benefits mentioned below also apply to small business content marketing:
1. Attract new customers
One of the most important common benefits that comes with small business content marketing is making it more recognizable. As you know, we’re living in the information age. Billions of people are using search engines to search for information. For your content marketing strategy to succeed, it is vital that what you put out there be compelling for people. If more and more individuals interact with your content, it’ll cause it to appear among the best search results. The final outcome is that a larger audience will become aware of your business, increasing the chance of having more customers.
2. Engage Current Customers
By producing the right content, you’ll also keep those that are already your customers engaged and will give them new reasons to remain loyal. You should consistently try to delight them with the content you curate. Once you keep up the efforts for a while, you’ll become a credible authority in your niche. You’ll eventually form a sense of community around your business, which makes your customer list longer.
If you manage to successfully carry out your small business content marketing strategy and make it flourish, more profitable benefits will follow. These benefits include:
1. Increase ROI
Once you’re successfully attracting new visitors to your website or your even social media platforms, you start to garner vast amounts of data related to your customers’ interaction. You can use the data to customize ads based on your audience’s tastes and needs, and therefore, you can get higher ROI from advertising.
2. Get Sponsored Ads
When you’ve succeeded at garnering a large audience through publishing valuable content, other businesses and companies will be willing to pay you to advertise for them. This results in increased revenues for your business.
3. Get Content Licensing
Perhaps this benefit is reaped once your small business reaches more professional levels. Through licensing, you allow other businesses and companies use your content to share on their platforms in exchange for money. Again one outcome here is more profits. But content licensing also clears a path for your content to be published on new channels.
Small Business Content Marketing Strategies
Now that we’ve explained the definition of small business content marketing and its benefits, let’s get into our top strategies for it:
1- Define Your Audience
As a business owner, it’s important to understand your audience before starting your small business content marketing strategy. Who are you trying to reach? And what are their needs and wants? Once you have a good understanding of your target market, you can begin creating content that will resonate with them.
2- Have a Schedule for Content Production
One way to make sure you’re producing timely, relevant content is to create a content production schedule. This means planning ahead and making the most of your time and resources.
3- Build a Conversion-focused Website
One important thing that you cannot ignore when doing small business content marketing is your website. It’s one of your most powerful marketing tools and can help you build a strong online presence.
To make sure your website is working for you, focus on creating content that is designed to convert visitors into leads and customers. Do not forget to use compelling headlines, attractive visuals, and strong call to actions to encourage people to take the next step.
4- Examine Your competitors
When doing small business content marketing, you need to find out what your competitors are up to. Take a close look at their content marketing efforts and see what’s working for them. Then, craft your own strategy based on what you’ve learned.
5- Check Your Existing Content
In order to make the most of your small business content marketing strategy, you need to take a close look at the content you’ve already produced. This will help you to get a better understanding of what’s working and what isn’t so that you can make the necessary changes.
6- Research Keywords And Topics
Another necessary thing while doing content marketing for small businesses is to research keywords and topics. This can help you understand what your potential customers are looking for, and allow you to create content that is relevant and useful to them.
7- Create Sharable and Easy-to-Find Content
If you want to improve your small business content marketing, create sharable and easy-to-find content. This will help you reach a wider audience and build up your brand.
8- Use Social Media Platforms to Promote Your Content
If you want to get your small business noticed, then you need to start promoting your content on social media platforms. This is one of the most effective content marketing strategies that you can use.
Social media platforms provide you with a huge audience that you can reach out to. All you need to do is create interesting and engaging content that will capture their attention.
Once you have created your content, make sure to post it on popular social media platforms such as Facebook, Twitter, and LinkedIn. This will help increase its visibility and reach.
You can also ask influencers, especially nano and micro influencers, to promote your content on their social media accounts. Try to find influencers who are most relevant to your niche. It can be hard and time-consuming, but with the help of an influencer marketplace, such as Ainfluencer, you can find your desired influencers easily and fast.
Ainfluencer is among the top free influencer marketplaces that helps brands and influencers connect and collaborate. You can search for Instagram influencers through numerous filters, invite them to collaborate with you, chat with them, and close deals.
9- Observe and Improve
And the last thing you should keep in mind is to observe your small business content marketing strategies regularly and apply changes where it’s needed.
Consider the above-mentioned strategies while doing small business content marketing so that you can engage with your audience and achieve your business goals.
content marketing ideas
As it was mentioned before, content marketing can come in different forms. Here are some ideas for you to do your small business content marketing:
1. Blog Posts And Articles
The ideal starting point for you to begin content marketing for a small business is to own a website with a blog section. You can do a lot with a blog. It allows you to publish written content with a wide variety of creative options.
Posting well-written, niche-relevant blog content that’s optimized for search engines will help your business attract new visitors. Then, as your business gains traction and time becomes limited, you can outsource or use a blog writing service to stay on top of content creation.
We’re all using our cell phones or desktop browsers to search for information online. Most of us prefer to watch videos on the topics we search for. Because videos are more interactive and interesting. There are even accurate statistics to prove that. Wyzowl reports that 69% of consumers prefer to watch a short video to learn about a business’s products and services in 2021.
Videos are an excellent tool for producing valuable content and are often shared a lot—especially the ones posted on social media platforms. You may decide just to share explainer videos or stick to sharing videos on social media. But including them in your small business content marketing strategy is crucial.
3. Podcast Series
Podcasts are becoming more popular each year, and many music streaming platforms are hosting various podcast programs on their websites.
The benefit of producing a podcast series is that you can prepare for it beforehand and do it anywhere. You get to decide the number of episodes, the hosts and guests, and all the other factors. Moreover, producing podcasts is not expensive, making it a great option for small business content marketing.
Conducting interviews is perhaps one of the best content marketing methods that may help take some load off your shoulders. That’s because you’re not the only one doing the whole process. An interviewee is sharing the burden with you.
Most people are interested in knowing what happens behind the scenes in an industry. So invite your industry’s activists to interview sessions and discuss this topic. The benefit of holding interviews cuts both ways. It’s also a great chance for the interviewee to enter the spotlight.
Ever since the Covid-19 pandemic, the majority of seminars have been held online. These E-seminars or webinars are an effective method of small business content marketing. All you’re required to do is pick the topics you wish to discuss and set up a time and date.
You need to make sure to promote it through social media channels or any other way to make people aware of it. You can use platforms like Zoom, Zoom alternative, or Google Meet to host it.
When we come across a relatively long blog article, we may become less inclined to read through it. Or we may decide to read it until the end, but it can get challenging to make sense of all the information. In such cases, creating stylish, colorful infographics can be a good shortcut to sharing valuable content with your audience. They’re much easier to understand than plain text.
7. Social Media
The number of social media users is growing each year, and billions of us are using social platforms every day. That is why these platforms have become huge markets for any business, formulating a perfect strategy for your small business content marketing. Instagram and Facebook are among the best platforms with enormous markets for you to publish your curated content.
8. Personalized Stories
Your audience and anyone who wants to get familiar with your business would love to hear what stories you have to tell. People, in general, are interested to know about everyone else’s life stories.
They want to know who you are, how your business was founded, what plans you have, what future goals your business has, and many other topics. Be a master storyteller and win the trust of your customers.
Every often, you can compile the articles you’ve posted and create an E-book from them. This option is great when you want to publish long-form content which can’t be posted as a single article. An organized E-book can be shared on online bookstores and help you deliver your message on new platforms. So, use this small business content marketing idea as well.
We discussed the definition, benefits, strategies, and different types of small business content marketing.
However, it is worth noting that traditional marketing methods like telemarketing are not entirely dead, and you can still use them. But today’s business world favors digital marketing strategies a lot.
Content marketing is among those effective, low-cost methods for helping various businesses grow and become more profitable. It is even helpful when it comes to marketing for a small business.
Understand how to turn it into an advantage for your business, and you’ll have a valuable asset right there in your hands.
Understanding their audience
Making a content production schedule
Building a conversion-focused website
Examining their competitors
Examining their existing content
Doing keyword and topic research
Making their content easy to find and share
Building a social media presence and promoting their content
Observing their strategies
Attract new customers
Engage current customers
Get Sponsored Ads
Get Content Licensing