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 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:
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:
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.
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.
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.
Here are some of the important takeaways:
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.
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