They say to use what you’ve got. And let us be the first to tell you—you’ve got a LOT going on! Genuine and interesting content is often an untapped marketing source for small businesses because they don’t understand the potential rewards that come by having good content.
Content helps small businesses establish authority and expertise in an industry, as well as garners leads that may not have existed. So, what are you waiting for? Check out these four tips to turn content marketing into a ‘win’ for your small business.
1. Write Content Consistently
You’re the expert in your industry, so consider starting a blog on your website that allows you to expand on your expertise. Think about what your customers or clients would want to know more about, and what could be interesting to potential leads.
Simply get writing! Don’t overthink it, and put words down on the page. You should include relevant images to break up the text. Think “Buzzfeed-esque” articles with digestible content, using bullet points and spacing to make it easy to read.
2. Shoot Videos
Lights, camera, action! It’s time for your small business to shine. While content marketing of the past would have required big bucks to shoot and edit a video, we now have high-quality filming and editing devices at our fingertips. Nicer equipment is always helpful, but you can shoot high-quality promos or content with a smartphone.
In a world filled with short attention spans… what was I saying? Oh, right—in a world filled with short attention spans, video can help get through to people who are multitasking, short on time or who simply like to consume their content in a different way.
3. Provide Training
You’re the expert, which means it’s time to educate. Content marketing doesn’t have to be all about blogging. Instead, try hosting a webinar (virtual training) to help get leads for your business. Pick a topic that you’re passionate about, and one that your customer base might be interested in learning more about.
Once you’ve determined the content, use your email marketing and social channels to spread the word about your virtual training. Use hashtags and content tagging to help reach people who may not know about your business, but that have an interest in the content you’re offering. Then, make sure to follow up with participants after the event. With the right follow-up, this could be the start of a wonderful client relationship.
4. Brand Your Content
Consider picking a day of the week to interact with your customers. For example, consider promoting a weekly question series on Wednesdays (or whatever day you choose). You could allow customers to write in with questions they may have, and have somebody from your business respond. This works on a few different levels—it creates consistency and it helps you appear relatable and transparent. Give your series a name, and your customers now have something to look forward to every week.
Remember, content marketing doesn’t have to be complicated, but it should be consistent. Consider posting at least once a week and sticking with it. Audiences aren’t built overnight, and it’ll take consistency to build your brand. But in the end, your efforts will pay off with increased customer loyalty which translates to a bigger bottom line.