Small Businesses Need Content Marketing
Content marketing has many benefits three of which are increases in sales, more savings, and you build loyal customers.
For some time, paid advertising has is used as a reliable strategy to attract new customers. Unfortunately, paid ads are less active. Today’s consumer does not want to be sold openly; They want to learn about a company or a product organically and find out if it fits their needs at their own pace.
“Content marketing is the answer to their prayers,” say millennial marketing expert D’Vaughn Bell. By making your brand a credible and authoritative source of topics that matter to your potential customers, your business is more likely to be discovered by the right audience.
However, as you might have guessed, big brands often have a whole team of marketers working on blog articles, e-books, videos, and webinars to create content that stands out. As a small business, this may not be feasible, but that does not mean that you should completely abandon content marketing! How can your small business benefit from a content marketing strategy?
What is content marketing?
Let’s start with the basics; What is content marketing? Content marketing is more than just the format of content (e.g., blog article, ebook or video). It’s a long-term strategy in a variety of forms that build a stronger relationship with your audience.
According to the Content Marketing Institute, content marketing is a strategic marketing approach that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a well-defined audience and ultimately achieve profitable customer loyalty.
It is essential that you offer not only your customers and prospects products or services but also relevant and useful content that will help them solve their problems.
How can your company benefit from content marketing?
Content marketing can be compelling for big and small businesses. The three main benefits of content marketing are increased sales, cost savings, and loyal customers. However, it goes beyond these three main advantages; Look at the following diagram:
More specifically, content marketing can help you:
- Create a brand identity that connects your audience, which in turn helps to maintain brand awareness and credibility
- Gain the competitive edge over your competitors who do not have a content marketing strategy
- By positioning your company as a thought leader in the industry, you can build a long-term, trusting relationship with customers and prospects
- Generate more website traffic and visibility without investing heavily in advertising
- Convert more website (or app) visitors into leads and sales
Does content marketing work for small businesses?
Neil Patel, an expert on marketing, says he often gets this question from smaller, growing companies. As mentioned earlier, you often hear of larger companies producing fantastic content, usually as an example of how to do it right. So, can you see a positive ROI if you add content marketing to your small business strategy? Patel says, “Absolutely, and you do not need much money for that.”
For small business owners, it is important to note that 70 percent of customers are more likely to be informed about a company with an article about any advertising. Many customers are actively looking for this valuable content.
If you’re still not convinced that a small business can do content marketing successfully, here are examples of small companies that could significantly increase their business through content marketing:
1. Forks over knives
Forks Over Knives delivers healthy, chef-prepared meals to people’s doors. Their content strategy is to create high-quality scientific articles that are published on their website. These long blog articles are excellent, especially in this article examines five common misconceptions about eating, written by a doctor. It has been shared on Facebook more than 43,000 times (at the time of writing).
What makes this blog entry so unique? Apart from the fact that it is very well written and researched, the author’s preferences play a significant role. The author is Michelle McMacken, MD, a board-certified internal medicine doctor and assistant professor of medicine at the NYU School of Medicine. She is highly qualified to speak on these topics and give the audience real value.
In this case, content marketing is correctly used to demonstrate the thinking and ability of Forks Over Knives in the industry. The company now radiates a (positive) authoritative and trustworthy image that people can rely on.
If you do not have the right expert, you can build a lasting relationship with an expert or influencer in your area. If you are worried about the budget, not all these people want money for their service. You can find the right person and make it a mutually beneficial deal where the expert/influencer can bring his name to life while you publish your quality content.
2. Pic’s peanut butter
Pic’s content marketing starts on its website. It’s full of original recipes that can be made with their peanut butter. When you sell a food or beverage product, this is the perfect way to present compelling content and promote the consumption of your product.
In social media, however, the content of Pic shines. According to HootSuite, they rose from 3,000 to 10,000 within one year. One of her best social media posts was April Fool’s joke. It reached 11,200 people and scored 2,209 clicks shortly after it was posted on Facebook; an excellent result for very little (Photoshopping) effort.
The key to success is that content marketing is not necessarily synonymous with a blog. There are so many content platforms, so use what’s out there – and get creative with it!
MoveHub, an online resource for people who want to move abroad, began designing map-based infographics that provide insights into complex topics such as the cost of living around the world and the happiness index around the world. You’ve probably seen them before because they were everywhere – Business Insider, TIME, Huffington Post and UK Independent.
Why were your infographics so successful? MoveHub makes complex information easy to understand. In addition to the design, the series “around the world” was so successful because of its theme. Topics include things that (a) can relate to every single person in the world and (b) trigger an emotional response. These are two essential ingredients to make content viral.
With such an impressive content portfolio, you would think they have a large team with an even bigger budget. However, MoveHub has only ten employees! What does that tell you? You do not need a group of 20 marketers to succeed in content marketing. You have to hire the right people for your small business.
How can you succeed in the new age of content marketing?
Like almost all other aspects of our lives, Mobile has redefined the way we read, see, and entertain. Mobile is becoming the standard device of choice, not the laptop – blog articles, videos, social media, etc. are today mostly consumed on a mobile device.
What does this mean for the marketing of small businesses? You need to focus on Mobile First Content Marketing. H. To create content that works well on mobile devices. In addition to the content of your mobile-friendly website, creating an app for your business can be a great way to share your content in a mobile format. The type of content marketing that works best for mobile applications includes podcasts, visual posts, mobile-optimized emails, mobile videos, and social media posts.
Why does every Small Business need content marketing?
Content marketing is an excellent way to reach potential customers organically. Instead of putting an unwanted message on your face, make a positive first impression of your brand. It’s about creating value, even if you do not immediately get an immediate sale.