Content Marketing Strategy
Small businesses need to get creative to market on a budget. Unlike huge corporations, they don’t have near-infinite advertising funds, so maximizing what they do have is critical. Content marketing is an efficient way to do it. However, not all content strategies are created equal. Developing a skillfully crafted approach allows a small business to stand out instead of receding into the background. A business that creates content based on random whims and bursts of inspiration will never reach the heights of those that follow a data-driven path. Companies that succeed with content marketing create cohesive campaigns working toward carefully considered goals.
SEO for Small Businesses
Search engine optimization is a priority when crafting a content strategy. Excellent SEO doesn’t just drive traffic to your content. It attracts the people most likely to become loyal customers. Most business owners are familiar with SEO through keyword usage, where marketers select words and phrases that will resonate with their ideal audience—the very terms potential customers type into search bars. Including those keywords in written content is the most traditional approach. However, it becomes more complex with non-text formats like images and videos, which web surfers are more excited to consume. Research indicates that people remember far more information after watching videos than reading articles.
Creating a Marketing Strategy
Beyond basic SEO, what should you keep in mind? A small business’s content marketing strategy should include all of the following:
- Resources like skilled personnel, specialized software, and equipment for content creation—cameras, lighting, audio gear, etc.
- Thoughtful planning via collaborative calendars, disciplined content development and publishing schedules, and strategic staffing suited to each role
- Story-driven content that captivates the target audience and creates emotional investment in your business
- Creativity to produce unique, exciting content while adhering to industry norms
- Detailed analytics that enable campaign managers to evaluate the successes and failures of individual pieces and broader campaigns—views, traffic, lead generation, conversions, and more
Choosing a Digital Marketing Agency
Content marketing requires a huge amount of time, effort, and expertise. Business owners can handle it themselves if they prefer, but they benefit from delegating to specialists at a high-quality content marketing company. Time, like money, does not grow on trees. It’s unwise to hand off the vital tasks that only owners truly understand. Hiring a reputable content marketing agency is a smart method to get the best content presented in the best way, allowing your small business to shine bright in a field of hungry competitors.
