We all know how important it is to market your local business online. But what exactly is content marketing? Before we dive deep into the hows of it, let’s discuss first what content marketing is, its numerous advantages, and the goals it is set to achieve.
According to the Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. The goal of content marketing is to drive profitable customer action.
It primarily means marketing your small business with the use of relevant content to attract your target audience and bring in more traffic to your business online. On an essential note, the content you create should be in line with your company and relevant to your target audience’s needs. You don’t have to regularly focus on what your business does or what your products are. Always keep in mind to curate content that will be able to solve your audience’s problems.
Now, it’s time to go deeper and let’s discuss how to do content marketing for small businesses.
Define Your Content Marketing Objectives
Before you begin curating content for your small business, you should first set and define your objectives why you are doing this for your business. Then, plan how you are going to execute it. As it should always be, knowing the purpose of doing something will always come first before any execution.
Now with a clear definition of what content marketing is, the first thing to do is to create your content marketing objectives that will align with your business goals. But it doesn’t end here. You should also need to define these objectives for you to know how and where to start creating content. Doing so will help you focus on achieving the content marketing objectives you’ve set while also avoiding complications during the execution of your plan.
Defining your content marketing objectives means knowing the purpose of your content, such as how it can help your customers and visitors on your website, or how it helps you achieve your business goals. After defining the purpose of your content, create a detailed action plan to make the execution run smoothly without any significant hiccups. In case your initial plan doesn’t work, it’s necessary to have a backup plan in place.
Know Your Target Audience
As a business owner, it’s your job to understand your target audience. Your local business will not taste success in the industry if you are unable to know who your target market is and what they need. The same goes for content marketing, knowing your target audience is crucial in creating a solid foundation for your content. It prevents you from wasting time coming up with content that’s irrelevant both to your line of business and your audience. Conducting in-depth research on your target audience is a great idea to make sure you understand them and their needs 100%.
Once you get a hold on understanding your target audience, it will be easy for potential customers to find you. That’s because you figured out the content you’re going to produce that hits home to your audience’s hearts. But always remember to avoid being hard-selling in tone with your content, it will undoubtedly turn your customers off.
Create Content For Your Small Business Objectives
At this point, you already know that content marketing for small businesses has come out as an essential part of your online marketing campaign. It is the reason why your business should always curate great content for the growth of your local company and to keep your loyal customers know that your company is worth their time and money.
Well-crafted content is impressive and can do wonders for your local business online. However, you must not forget about your principal business objectives. As a smart business owner, you should always put in mind to create content that’s helpful in the growth of your business and in reaching your target goals.
In curating content for your small business, you are not just creating it for the sake of having content on your website or for your online marketing. Content can only be efficient if it generates awareness about your company, products, or services offered. Also, positivity is key. The tone of your content should be positive and informative about your company’s line of business. Being informative on your blogs and articles gives off the impression that your company is an expert in your field and trustworthy.
Produce Shareable Content
Almost everybody that uses the internet has experienced sharing content from different sites. Those are examples of shareable content. In social media, content sharing is rampant as you can do it even with a single touch of the share button. Different types of content are shared by millions of people across various social media platforms. Imagine how powerful it is to produce an already well-crafted content and make it shareable for your customers. The people of social media are always on top of things online. What motivates them to share content they discovered is social validation, entertainment purposes, and for practical use.
Another advantage of producing shareable content is you can promote it. Because we’ve established that the content you create should be relevant, promoting it anytime should not induce fatigue in your customers’ eyes. You can boost your content in different ways, like sending it through email, paid advertising, and of course, reposting in your business’ social media accounts.
Track Content Marketing KPIs
KPI or key performance indicator is a performance measurement that helps you understand and evaluate a company or a department on how effective it is in achieving key business objectives. Through KPIs, you are ensured that every step you take with creating your content will be calculated and get better returns on your investment. Executing a successful content marketing campaign is not easy. But with the use of KPIs, you will have more clarity about what is working for your content marketing and what is not.
About Author: Elizabeth Walker is a Content and Outreach Specialist at Meegle. She is a writer by day and a reader by night. She occupies her time mostly writing insightful blogs containing tips and guides for small business. Elizabeth prides herself as a professional digital marketer eager to help businesses grow.