5 Steps To A Winning Small Business Content Marketing Strategy

Small business owners are always finding ways to use their limited marketing budget in the most optimal way. What most still don’t recognize is that content marketing is one of the most cost-effective ways to gain organic rankings.

The power of good content cannot be underestimated. It resonates with the masses and gets businesses genuine feedback to implement. Content stays online, once posted on an authority domain, unlike advertisements that fade away after a campaign is over. Evergreen content has the potential to pull new customers, even if its old. .

That’s why, content marketing is the dire need of a small business, but only if it is done effectively. Google’s site crawlers now tour the websites for bounce rates and analyze whether the content on the site is being read or not.

To provide searchers with the most relevant results, Google can brush a site away if it is continuously posting duplicate or irrelevant content. So, for a small business, good content can make all the difference.

Content marketing builds momentum for your business:

Successful marketer Neil Patel says that content marketing is one of the key components of digitally marketing a business. He highly values content because it helps a brand grow. It can act like a blueprint for your business. If viewers like your content, they can turn into lifelong ambassadors of your brand. They will share your content online because your business helped them solve a problem.

Content should provide value:

Previously, it was easy for marketers to stuff keywords in content to make it ‘trend’. Today, content won’t trend if it is not timely, relatable and unique. Today’s internet user has access to many resources online, so you have to come up with something groundbreaking to grab user attention.

Shareable content:

Shareable content made Red Bull a popular brand. It sells a drink, but you will seldom see that in their content. Instead, their write-ups are about extreme sports.

They post about extreme sports events and support local sports and athletes. Red Bull will rarely, is ever, campaign for the drink. Instead, a lot of attention is given to sports and related activities.

This strategy has built an audience for Red Bull that loves extreme sports.  People share their content because it is not screaming for attention like a traditional ad, but rather introducing something new.

Here are the five steps that you can follow to devise a content strategy for your business:

  1. Research

The first step is the most important one, because to land in the market with a killer content strategy, you need to have all the information you can get about the market and your position in it. You can’t draft a strategy with incomplete information. That’s why you need to look into these areas:

  • Target audience: First, you need to categorize your audience. These are the people who you think will buy your product. The worst thing you can do when launching a business is to assume that a certain audience persona will buy your products. Conduct thorough research about your ideal buyer, their demographics, needs, budget, etc. This will guide your strategy.
  • Competitors: Take a look at your competitors and see what they are doing in the market. Analyze their content strategy and figure out areas where they are lagging behind or failing. Improvements must be made in your strategy based on research done on the mistakes made by the key players. You can learn a lot from this exercise.
  • Platforms: Take a look at the platforms where existing businesses in your niche are promoting their content. Which platforms are giving your competitors maximum benefit? Take note of any opportunities where you can use certain platforms to stand out.
  • Popular trends: You need to study the current and past trends on the internet related to your business. This will enable you to create content that hits the right nerve. For example, video is currently the most popular way to promote small businesses.


  1. Set Goals

Next, you need to set goals for your content marketing campaign. With in-depth research about customers, the market and your competitors, you can set achievable goals for the future. All of this will give you an idea of how much success you can achieve. Use this information well to come up with realistic goals that can make your product a success.

  • Timeframes: You really have to decide a timeframe. Internet is announcing something new every day and your business and content should keep up. That’s why, you should have a timeframe in mind. What do you need to get the results that you want? Timeframes are ideal especially in SEO and advertisements too, because you know when to expect a positive result.
  • Milestones: When you know what your business goals are, you can adopt methods to achieve these goals in a better way. The beautiful thing about content is that it can attract genuine attention from internet users if it is planned well. Goals set milestones and milestones motivate you to perform even better.


  1. Design a content calendar

A content calendar is a shareable resource that marketing teams can use to plan all content marketing activity. The benefit of using the calendar format, rather than just a long list of content to be published, is that you can visualize how your content is distributed throughout the year. –Source

Now that you’ve done your research and set your goals, the next step is to design a content calendar so you can market your content in a smarter way.

  • Themes: Whatever the story and goal of your business is, your content marketing should revolve around a theme. This is not only a popular way, but also a proven method to gain credibility online as a business. Beardbrand is a great example of this. They sell beard grooming products, so their content has everything to do with beards and people who like to keep beards. They have built a community of men with beards who can relate to the brand. Once you design a theme, write content around it.
  • Phases: You should segment content marketing into phases. If your small business is in its initial phase, you don’t need to develop a long and tiresome plan, but just an initial outline where you only work on developing your product via content marketing. In the next phase, you develop your social media presence, and then move on to blog, etc.
  • Resources and planning: This is a very important phase of content marketing and many small business owners neglect it in their haste to churn out content. Do you have an idea about the resources at your disposal? Who is going to divide these resources and take charge? Also, will you take over the wheel or hand it over to an agency? Planning is the name of the game when it comes to content marketing.
  • Options for flexibility: Once you have decided the theme, content ideas and resources, be prepared to also deviate deviate from the calendar every once in a while. If you prepare a content calendar a month in advance, the trends may change after two weeks, so a little flexibility will help your content marketing strategy stay relevant for your ideal buyer/audience.


  1. Set a Budget

This is something that will be clear to you once you have all the goals and plans in place.  Your business is dear to you, and you also have content ideas ready. Budgeting will strictly align these ideas and categorize them on expenditure. You will be surprised to find that when you are monetarily satisfied, your creativity will also flourish.

  1. Execution and follow-up
  • Accountability: Finally, each member of your team should be responsible for their jobs. Come up with ways to measure goals and progress. Decide when to measure these goals. Accountability ensures that everyone in your team is working hard. If your execution has deviated from its original course of action, who will be responsible? These are very important factors that should be understood at the very beginning of your journey.
  • Experiments and analysis: You can take help from a marketing strategist or list down the stats and metrics you need to keep an eye on from the start. Metrics are very important from the SEO point of view as well, since they show you a true picture of how your content is doing online.


Key takeaways:

Here are some of the important takeaways:

  • Create original content that attracts genuine viewers who give it organic rankings.
  • Avoid posting duplicate content or content without attribution.
  • Research the market before you begin your content strategy.
  • Set clear and realistic goals.
  • Make a content calendar and allocate budget to marketing this content.
  • Follow up on your past and ongoing campaigns.

These steps should help you in devising a content marketing strategy for your small business. You can make changes to it, according to the type of your business.


With Great Privilege Comes Great Responsibility. An avid thinker, digital marketing blogger and now CEO of SEtalks.com. Find me on Twitter @danizehra


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