The Best Content Marketing Strategies for Your Small Business

Content Marketing is a diverse, multi-channel discipline that, when used correctly, can have a huge impact on a small company’s online visibility and success. 

Before you launch into a content marketing campaign and use any of the strategies outlined below, invest some time in getting to know your target market. That way you can create content that’s interesting to your audience, and valuable enough for them to share.

Ready? Let’s go:

1. Get a blog

Blogging is the cornerstone of a quality content marketing strategy.  A blog is where you put your most valuable, relevant, high quality articles, ready for your target audience to consume.  It gives people a reason to visit your website and hang around long enough to find out about your company.

Create content that is emotional, informative, and helpful to your target audience.  Try and answer the questions you know they will have or help them see that you understand the challenges they are facing.  Publishing quality content on a consistent basis is not easy; it takes time and resources, but the ROI is worth it.  Consider outsourcing your blogging if writing is something you really struggle with.

2. Embrace Social Media Marketing

So, you have great articles on your blog…now what?  Your potential customers are not on your website yet to read this fantastic content – but they are on social media.  

Find out which platform the demographic of your customers is most likely to use – is it Instagram, Facebook, Twitter, LinkedIn, Pinterest, YouTube or something more industry specific like Houzz? Take your time, find the answer, choose the most relevant platform, and do it well.  Once you’re comfortable, add in another platform and so on.  The key to success is identifying where your customers are and then engaging with them there.

3. Become comfortable with paid online marketing

Some marketers will differentiate between content marketing and paid marketing, but when you are running a small business, our experience shows us that using paid marketing to complement a clever organic content marketing strategy will get you the results you need, faster.  

The Godfather of online marketing is Google AdWords.  This PPC (pay-per-click) advertising platform is the fastest way to the top of the world’s biggest search engine.  It takes skill, and money, so it is always worth time-tabling this strategy to start after your other content and landing pages are in place.

A less expensive and easier-to-use paid for marketing option is the native systems on your social media channels.  Facebook, Twitter, YouTube, Pinterest and Instagram all allow business users targeted, low cost advertising that work almost instantly to drive you new traffic.  

4. Return to Email marketing

Finally, don’t ignore the power of email marketing.  When GDPR came into play, a lot of people panicked and ran screaming from their email marketing.  The fear of million pound fines and public reprimands were too much for the small business owner to risk, so many just stopped.  But if you want content marketing to work for your small business, you need to embrace this channel and make the most of your existing customer data.

If you’d like some support kick-starting your content marketing campaign get in touch for a free consultation.