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Content Marketing Strategy for Small Businesses: Top 11 Tips

Content marketing creates and distributes relevant and valuable content to attract, acquire and engage a clearly defined audience – to drive profitabl

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Content marketing creates and distributes relevant and valuable content to attract, acquire and engage a clearly defined audience – to drive profitable customer actions. The more content you create, the better your chances of success.

Here are 11 tips for creating a smart content marketing strategy for small businesses.

1. MissionDefine your company’s mission to create a clear goal for your content.

The task defines the goal or purpose of each piece of content, and not all content will lead to the same results.

Some goals may overlap, but they still need to be defined in nature.

  • Generate qualified leads
  • Building brand awareness
  • Increase retention
  • Increase customer engagement
  • Convert potential customers into loyal customers
  • Building thought leadership

For example, if you’re a local restaurant, the “reason” might be to share great recipes or cooking tips.


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2. Audience: Know who you’re talking to so you know what you want to hear from you. Not only is defining the content of your assignment important, but also who will target the content.

You may have more than one audience you want to talk to, but these people need to know exactly who you want to attract and where they are:

  • Semrush (paid): It has a great content marketing platform that allows you to search topics based on keyword phrases. You can even enter a field that will help you find ideas for topics.
  • Quora (Free): It will also give you great ideas about the questions people are asking. It will give insight into what people are asking and what people answer regarding the questions.
  • Content crowding (paid): This is not a tool but a service. If you have some budget to invest in but don’t have the time, Crowd Content will give you access to thousands of freelance writers. This type of professional service can help you better expand your content needs.

3. ObjectivesSet goals for each of your goals so you know what success looks like. For example, if the goal is to build authority, then:

  • Connect with others in your industry and ask them to give interviews and share and promote this content on your site.
  • Share educational content, how-to tips, and more. Let’s say you are an interior designer. Share insights on how decorating with small spaces, trendy colors, and any DIY hacks are cost-effective and space-impact.

4. Objectives: Make sure your goals are measurable and realistic. How will you measure your results and performance?

Make sure you also have tools in place and make sure they are installed correctly so you can measure effectively. Some of the content marketing measures could be:

  • Revenues: How many paid sales, subscriptions or downloads (if applicable) your site has received per month (monthly).
  • Lead: Form submissions, newsletter subscriptions, conversion rate, and subscriptions.
  • Brand awareness: Website visitors, video views, and participation in your social media accounts.
  • loyalty: Returning customers, bounce rate, and subscriptions minus opting out of anything subscription based.
  • courtship: Social media growth over time, reactions, comments, shares, views, retweets.

5. Resources: Find out how much time, money or staff you have to create and promote content. Start with your budget, goals, and objectives for your content strategy.

Do you need additional resources? Sites like Upwork and FreeUp are sites that can help with any needs related to content or virtual assistants.

6. Content Evaluation: Content calendar is the main tool to keep you on time and on task. This should not be done in any project management tool if it is not available.

All you need is a simple spreadsheet. The form fields to include are:

  • Title
  • Date
  • Platform (paid social media, blogs, videos, articles, information sheets, social media posts, etc.)
  • Focused words
  • Inspiration (introductory research I did)

Start with the idea of ​​an appropriate format for the topic and decide which platform will have the most impact on the topic(s).

7. Content optimization. Keyword research is key. Start by finding keywords with high volume and low competition.

Looking for what other people are writing when doing the research will make your content easier to find, but it will appeal to the audience. Google Autocomplete is a quick and easy way to find ideas about what people are searching for.

In addition, the content should be visually appealing, so put effort into the images that relate to your content. Make sure you have a CTA (call to action) in the correct area.

8. Repurpose content. Look at your data (Google Analytics, YouTube and social posts that got the most engagement) and see if you can recycle that content into new blogs, social media posts, infographics or videos. This tactic can save you a lot of time, since the basic work is done.

9. Update content and evergreen pages. Take a note every three months to go through outdated content and see what always needs updating. Every industry is different, but the rules, regulations, and/or terms of many industries will change. Your content must be kept up to date, so that it does not appear out of date or not up to date with industry information being released.

10. Continuous promotion of content. Similar to content reruns, permanent or popular content should be promoted not just once or twice, but for as long as possible. Make sure to post it. You have invested time, effort and budget into the content. Make sure you get the most out of it.

11. Analyze. Once you know what you’re tracking (see step four), you can easily see what worked and what didn’t. Find ways that you can replicate. Maybe the content is short form, maybe the topic. If you constantly look into analytics, it will reveal new opportunities that can help achieve your goals.


The opinions expressed in this article are those of the guest author and not necessarily those of the search engine. Staff authors are listed here.


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About the author

Victoria Shepherd has been in digital marketing for the past 14 years, focusing on industries such as e-commerce, healthcare, fitness, SaaS, and e-learning. She is currently the Director of Marketing – Growth Hacker at Atlantic Training, an online safety training organization. In this role, you work with the Marketing and Sales team to help build the product and message in the B2B space.

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