Have you heard the expression, “content is king?” Well, content marketing is one of the hottest buzzwords in marketing right now, which means it should be included in your marketing strategy if it isn’t already.
Content is wide-ranging and can take the form of articles, blog posts, white papers, videos and social media posts. All of these can help your small business build brand awareness, attract qualified leads and increase sales. So, what’s the trick to succeed at content marketing? Here are eight tips:
1. Set goals. As with any marketing effort, you must put measurable goals in place before creating your content. You may have different goals for different types of content. For example, Twitter posts may be intended to increase awareness of your business among new customers, while articles shared on LinkedIn might be targeted toward getting existing customers to contact you to purchase additional services.
2. Understand your audience. Tailor content marketing to your specific audience. If you sell clever T-shirts targeted to teenagers, content marketing might mean posting funny GIFs on Instagram and Snapchat. If you sell IT services to businesses, sharing thought leadership articles on LinkedIn is more effective. What social channels, industry websites and other online venues do your target customers frequent? What common questions do they have about your product or service? What problems can you help them solve?
3. Plan different types of content. How-to content, visual content and online video are among the top content marketing trends, the Content Marketing Institute reports. If creating multiple types of content sounds daunting, try repurposing the same information in different formats. For example, create a white paper, break it down into smaller blog posts, pull out interesting facts to share as tweets, and use statistics to create an infographic.
4. Develop a content marketing plan. Your plan should specify what types of content you will share, where you will share it, when/how often, and your goals for each piece. Assign responsibility for creating content. If you don't have the staff or talent in-house, look for freelance copywriters and designers at sites like Upwork or Freelancer. If you’re going the DIY route, Canva is a great resource for creating infographics, charts and other visuals.
5. Think mobile first. Whether you’re targeting B2C or B2B consumers, they increasingly view email, social media and websites on their mobile phones. Make sure any content you create looks just as good—and is just as readable—on a smartphone as it is on a desktop computer.
6. Include a call to action. Every piece of content should include a clear call-to-action (CTA) that helps you achieve the goals you set in Step 1. Examples include “Call for an instant price quote,” “Download our white paper on [X topic],” or “Learn more about [X product].” Link each CTA to a relevant landing page where viewers can take the next step, such as providing their contact information, making a purchase or filling out a form.
7. Promote and share your content. Host your content on your own website and share it on social media. (Budget for some social media advertising to make your content stand out in viewers’ crowded feeds.) Buffer and Hootsuite are popular tools to help you manage content on social media. Don’t forget email: A Content Marketing Institute study last year noted B2B marketers ranked email as the most effective channel for content marketing.
8. Measure results. With digital content marketing, you can see exactly how every piece of content performs. Use social media analytics and web analytics tools to track how many people interact with each piece of content and what they do afterwards. Also test different elements (headlines, images, keywords etc.) to see which get the best response from your audience.
It’s going to take some time, effort and investment, but content marketing can pay off big for your small business.
About Rieva Lesonsky
Rieva Lesonsky is CEO and Co-founder of GrowBiz Media, a custom content and media company focusing on small business and entrepreneurship, and the blog SmallBizDaily.com. A nationally known speaker and authority on entrepreneurship, Rieva has been covering America’s entrepreneurs for more than 30 years. Before co-founding GrowBiz Media, Lesonsky was the long-time Editorial Director of Entrepreneur Magazine. Lesonsky has appeared on hundreds of radio shows and numerous local and national television programs, including the Today Show, Good Morning America, CNN, The Martha Stewart Show and Oprah.Lesonsky regularly writes about small business for numerous websites and for corporations targeting entrepreneurs. Many organizations have recognized Lesonsky for her tireless devotion to helping entrepreneurs. She served on the Small Business Administration’s National Advisory Council for six years, was honored by the SBA as a Small Business Media Advocate and a Woman in Business Advocate, and received the prestigious Lou Campanelli award from SCORE. She is a long-time member of the Business Journalists Hall of Fame.
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