Although there are many successful online channels to explore (SEO, PPC, and social media, just to name a few), we recommend that you look into one of the most popular options for small businesses: Content marketing. In fact, as of 2015, 87% of B2B small business marketers use a company blog to reach new clients.
However, the fact that many people use content marketing doesn’t mean it’s easy. On the contrary, 58% of small business marketers say they find producing engaging content challenging, and 53% say the same about simply producing content on a regular basis.
Despite these challenges, content marketing can be a great way to grow your brand and business while still staying within your budget. So if you’re looking to get started, call us at 888-601-5359 to speak with a strategist, or keep reading for 5 content marketing ideas to help you get started.
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Post photos and videos
Humans are extremely visual creatures. Images attract our attention much more effectively than text, and our brains can process them more quickly. Because of this, your content marketing strategy should include photos, videos, and other visual content.
The easiest way to do this is simply to include photos in your company’s blog posts. Of course, they should always be relevant to the subject matter, and authentic photos are preferable to stock photos in almost every scenario.
If you’ve recently changed your office space or hosted an event at your business, these are prime opportunities for photos. However, on a more day-to-day basis, photos that show your product in use or your employees at work can also be interesting to potential customers.
In addition to photos, videos are also a great way to attract site visitors’ attention and keep them on your pages longer. And while creating them used to require expensive equipment, it’s now as easy as pressing the record button on your smartphone. Afterward, you can edit it with Windows Movie Maker or iMovie for free.
Share case studies
If your small business operates on a B2B model, you may have trouble conveying exactly how your products or services work and how they can benefit potential clients. If you experience this issue, case studies are a great option to show the results of your work.
Make a list of your most successful clients and contact them to see if they’d be comfortable as the subject of a case study on your site. In most cases, they’ll be more than happy to do so. Then, work with your point of contact to put together an exact narrative of how working with your business benefited them.
Start with the issues the company faced prior to using your product, then discuss how, exactly, your company addressed them. Use exact facts and figures when possible, and provide as much support as you can. This will not only show potential customers what you have to offer, but also give them confidence in your ability to deliver.
Tie in current events
Although this type of content is time-sensitive and typically can’t be planned in advance, creating blog posts that relate to current events is a great way to attract traffic to your site. So if you notice something that relates to your industry on the morning news or trending on Twitter, ask yourself if there’s a way you could add to the coverage.
For example, you may remember Amazon’s “Prime Day” celebration in July 2015, as well as Walmart’s competing sale. Because our blog covers ecommerce, we decided to make an infographic comparing the two companies.
Then, as news sites began writing about the sales, we reached out to them with information about our graphic. A few of them added it to their articles, and some also shared it on social media, both of which resulted in increased traffic to our blog.
Repurpose existing content
Once you start seeing results from your content marketing strategy, you may consider repurposing your more popular posts and articles into other formats. By creating graphics, videos, and other content based on topics that visitors have already liked, you improve your chances of success right from the start.
That being said, “repurposing” often requires you to take a new angle. For example, you could repurpose a blog post about interesting customer data into an infographic, or take a popular how-to guide and recreate it in video form for more detail.
Regardless of how you go about doing it, repurposing your content should ultimately add value for your visitors. Even if that “value” is just that it’s easier to understand or more fun to look at, you’ll ultimately be improving the overall quality of your content strategy.
Gate particularly valuable information
As you write and create blog posts, articles, and graphics for your site, you’ll quickly realize that some content takes longer to create than others. Some of your blog posts can probably written from personal experience and finished in an hour or so, while others require more time for research.
Instead of giving up on these more complex topics or writing them off as not worth your time, consider whether or not the extra work translates into extra value for your potential customers. If that’s the case, it could be prime material for gating, or requiring visitors to give you their email before accessing content.
Although not all content will be compelling enough to make visitors want to hand over their email addresses, particularly interesting or useful guides or downloads may do the trick. And considering that this gives you the opportunity to add them to your email newsletter list, it’s entirely worth the effort.
Ready to start using content marketing for your small business?
If you want to improve your small business’s content marketing strategy, but don’t have the time or resources to do it in-house, feel free to contact us! Our talented team of writers and designers has years of experience creating and promoting successful content, and they can do the same for you.