Content Marketing for Small Business: Why Content Matters
It’s been a heartbreaking year for small businesses around the country.
Small businesses everywhere have looked for ways to get through the pandemic -- some have been able to pivot and offer something different (or new entirely) while others have struggled and closed. In a time where most of us are staying home, online shopping experiences and digital marketing strategies are essential.
It’s not unusual to find a small business that doesn’t have a content marketing strategy in place or post consistent content. But events like the pandemic highlight just how important it is to have a thriving online community! From social media to email lists and blog copy, creating content for your small business is essential no matter what’s going on out in the world.
If you didn’t have a content strategy in place before, it’s a good time to start. As we inch closer to a vaccine and a more normalized way of life, the changes you make now will help you get back on your feet even stronger in the future.
Content Marketing for Small Business
What is content marketing?
In a nutshell, it’s content you create and post across various channels in an effort to build awareness and prominent presence online. Content marketing spans a variety of mediums -- often blog content, email or newsletters, as well as social media content.
Why does content matter to your small business? Here’s what happens when you create an effective and consistent content marketing strategy:
It connects your business with your customers. What better way to understand your target market than by creating a channel that opens the way for communication? Whether you want to share information, promotions, news or crafted messages, doing so through your own brand is highly effective and practical.
Content drives traffic to your website. Want more people to see your website? You need to be posting high-quality content that encompasses good SEO practices! A recent survey showed that between 70-90% of clicks in search engines were hits on the first page. How do you get to the first page of Google or other search engines? Quality, consistent content. Remember: value over quantity.
Your business gets more leads. As more customers find your website and check out your products or services, the higher chance you have at converting them into buyers. Another way to get more leads is by capturing emails from visitors -- this allows you to target them in future marketing campaigns or email drips.
90 Days to Better Content
When you create a consistent content marketing strategy for your small business, these benefits really start to fall into place. As I’ve worked with clients, there are two reasons that pop up as to why they don’t have a content marketing strategy in place:
They don’t know what to write
They get overwhelmed and content falls to the bottom on the to-list
As a way to help small businesses get past the overwhelm, I created ‘90 Days to Better Content.’
This workbook features:
Content Strategy Framework
SEO Checklist
16 blog post ideas
Analytic tracker
Content planner