Content Strategies That Work for Small Businesses
In the world of digital marketing, several strategies can help a business operating online reach more of its targeted audience.
16:54 19 October 2019
Although digital marketing used to include a hefty budget for paid ads, that trend is shifting quickly toward other avenues. The move toward more organic traffic to websites can be linked to the reality that millions of consumers used ad blockers as the norm. If businesses don’t have their ads visible to potential customers, other initiatives must be put in place if they want to remain relevant and in front of online visitors.
One way to accomplish this ever-changing task is through content marketing. It may be natural to think about blog posts as the one true content marketing strategy, but several options exist for companies willing and able to get a little creative with their advertising efforts. Content marketing for small businesses, done the right way, can lead to an impressive increase in organic traffic online, as well as growing online sales of products or services. Here are five proven content marketing strategies small businesses can use to reach their advertising goals online.
Blogs and Articles
For most small businesses trying to reach customers online, developing written content is the first logical step. Relevant topics that help users learn about the things that interest them or the products and services they may need can be a great way to boost search engine optimisation (SEO), driving traffic to a company’s website. Blog posts and articles on other related sites are only helpful, however, if they are equally useful in terms of the information provided, and they are well-written. Businesses that do not have a natural gift for the written word may find it beneficial to work with an SEO digital agency to get this portion of a content strategy up and running successfully.
Videos and Podcasts
Above and beyond blogs and articles, a smart content strategy utilises other forms of media to generate helpful content. Videos and podcasts have become highly efficient avenues for reaching potential customers, and more and more online users want information in a quick, easy to digest way. Videos and podcasts are typically viewed or heard through a mobile device, allowing users to connect with a brand or company on their own terms and on their own time. They are easier to consume than blogs and articles for some, and they can make a brand stand out among peers in a fresh, innovative way.
Infographics can also be an efficient way to boost a content marketing strategy for a small business. Easy-to-consumer information that is laid out in a visually pleasing way entices customers to get to know a company’s message or expertise on a specific topic. If designing an infographic is not in your wheelhouse, don’t worry. Many small businesses lean on the experience of seasoned digital marketing agencies and experts, or they use free infographic templates from trusted sources.
Calculators and Online Tools
It may not seem as though adding a calculator or an online fillable form falls into the realm of content marketing, but it does. Potential customers or clients searching for information online often want help with a specific question or calculation, and offering free online tools on a business website can be a quick and easy way to get these users to engage with a company. Calculators and fillable forms encourage online visitors to stay on a website longer, potentially navigating to other types of content from the same company. This can be a viable strategy for engaging buyers online, simply by providing the tools they need to get their questions answered.
Although some content marketers have moved away from the listicle – an article that includes a numbered list of items relevant to a specific topic – list posts still work well in a content marketing strategy. Research shows that online users who see a number in the title of an article are more likely to click on it than a standard descriptive heading. However, the key to creating a great list that will be read by potential customers is providing relevant content, not just filler to complete numbers one through ten.
Any combination of these content marketing strategies can work wonders for a small business. It is important to remember that content needs to be refreshed and updated periodically, however, so that potential customers are never bored with the information or put off by out-of-date details.