It is 2020 and content marketing is far from a new concept in the digital marketing space. Content marketing as a concept has been tossed around the internet as a big term that only big brands worry about. That’s simply not true. Content marketing is beneficial for all businesses – small or large. Today’s article focuses on the benefits of content marketing for small businesses. Before we delve deeper, let’s start with the basics.
WHAT IS CONTENT MARKETING
Content marketing is a long-term strategy that involves the various stages of content creation, content publishing, content distribution and feedback communication. Content marketing uses various forms of content to entice, engage and establish value within a community. As a small business, content marketing should be integrated into your overall marketing strategy to help improve social engagement, brand recognition and website SEO value.
Content marketing has grown to become a mainstay in several companies’ marketing budget. According to Content Marketing Institute, 73% of brands hire a content marketing expert to help manage their content strategy.
HOW TO EXECUTE A PERFECT CONTENT MARKETING CAMPAIGN
A. Content Ideation:
This is the first stage of content marketing. This stage requires a thorough understanding of your target audience. You should know what kind of content appeals to them and solves their immediate needs. Topics that appeal to a B2B (Business to business) audience may not be the same kind of topics that appeal to a B2C (Business to Consumer) audience. Forums are a good place to start from.
i. Sign up on Quora and Reddit,
ii. Browse through the industry and interests
iii. Find the most discussed topics and questions.
Use a notepad to save the topics and questions as this will be your starting point for the next stage.
B. Content Creation:
Content is created with an array of goals in mind, including improving search engine rankings, lead generation and increasing sales. The pertinent question is “what kind of content performs well in your industry”? There are several forms of content, including but not limited to articles, research papers, social media posts, infographics, podcasts, video content. This is where you have to wear your creative hats and create content that does not only inform but attracts the kind of audience your business needs.
C. Content Publishing:
This is the final stage of content marketing. You have your topic and content has been created to solve a particular need or accentuate on an existing concept, what’s next? You need to find the best channels to publish your content. I’d personally advise you post across all major channels (Facebook, Twitter, LinkedIn, Pinterest, Medium, etc). However, as a small business with limited resources, you need to know the best platform to publish and market for your industry. For example, Make-up artistes will most likely post content more on Instagram than LinkedIn.
BENEFITS OF CONTENT MARKETING FOR SMALL BUSINESSES
1. Increases brand visibility
2. Position you as an expert in your niche
3. Improves local SEO for your website
4. Stimulate brand awareness and recognition
5. Builds value, loyalty and trust with prospects and customers
6. Generates business referrals through word of mouth and social shares
Whether you are pushing your brand’s message via e-mail newsletters, social media pages, or weekly blogs, you are already somewhat involved in content marketing. It’s time to revamp and think about content marketing from a long-term point of view instead of just doing anything that comes to your mind. Hire a professional if need be to help create a more effective content marketing campaign.
About Writer Demi Oye
Demi is an author, brand strategist, growth hack and digital marketing consultant for businesses and independent entrepreneurs. Having worked as an independent writer for ‘The Nation’, CryptoCoin.news, Block Leaders and a host of other media outlets, he has touched almost all topics from business to marketing and self-help.