Content marketing turns every small business into a major publisher

Entrepreneurs who operate a static small business website may be missing out on engagement opportunities provided by the social internet. Thanks to the accessibility of blogs, social platforms, video sites and music networks, any company – regardless of size – can now become an interactive media publisher.

Content marketing is an effective strategy for making customers spend more time on a small business website. Rather than featuring strictly promotional information, business owners should consider launching blog posts, videos, webinars, podcasts, research reports and other relevant offerings. This will enhance viewer engagement and bolster on-site clicks and dwell time.

“Blogs, YouTube, Facebook, Twitter and other online platforms are giving organizations like yours an enormous opportunity to engage directly with your customers,” explains Content Rules. “That’s a lucky thing because instead of creating awareness about your company or your brand solely the old-school way (through annoying people with advertising …), you now have an unprecedented and enormous opportunity.”

Publishing relevant collateral

Content marketing isn’t a special ace-in-the-hole that will work regardless of how businesses deploy it. Simply publishing a few blogs or recording a handful of podcasts won’t result in prospective customers flocking to the company’s website, all with the intent of clicking links and making purchases.

As is the case with any marketing campaign, the collateral created must be relevant to the target audience. The ultimate goal for businesses is to become a trusted resource, so only content that is surprising, valuable, interesting and authentic will facilitate that objective.

To this end, there are three keys to becoming a meaningful and reliable source of information: Speaking on the customer’s level, genuinely sharing or solving their problems and demonstrating value.

“Communicate…in simple terms, using the language of your customers… Kill corporate-speak, buzzwords and other language that makes you sound like a tool,” MarketingProfs adds. “Good content doesn’t try to sell. Rather, it creates value by positioning you as a reliable and valuable source of…information by sharing resources with customers or solving their problems.”

It’s a cliche saying, but content truly is king. Producing irrelevant media and resources will be wasted as there will be no return. Develop good content and consumers will come to read it. Create mind-blowing collateral and not only will prospects engage with it, they’ll also share and comment on it.

Developing a content marketing plan

Developing media isn’t something that should be rushed into. Whether businesses are writing blog posts or creating video or audio podcasts, content marketing takes time and resources. It’s best to start slow in this regard. Entrepreneurs should maybe write a few blogs a week as they figure out their audience and the types of content they crave.

For example, construction companies could start with a weekly podcast about industry news. If that turns out to be a big hit, then they could expand on that topic. If not, they may want to adjust their approach – perhaps their target audience isn’t interested in news or the audio podcast format isn’t the avenue they prefer to receive this information.

Does your company currently have a content marketing plan? Which channels do you use and what results have you observed?

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