Building a content marketing strategy for your small business, these three tips will help your company succeed. These steps should make it easier
When it comes to building quality content, a content marketing strategy for your small business is key. The first step in building a content marketing strategy is to ensure that it aligns with your business goals. There are a number of tips that you’ll want to consider for the long-term success of your content marketing efforts. Today, we will discuss three. Our three tips are the basics you should include in any content strategy. First, We need to define our audience or buyer persona/user persona. Then, we need to make sure that we have built the right foundation so search engines can find us. Finally, we need to produce blog posts that will be strong pieces of content.
Below, we’ll get into each of these three things in greater detail.
This is so vital for any company. Make sure that the content you produce content that your small business audience wants to read. If you've developed a marketing strategy, then you already know who your audience is and what they are looking for. If the buyer persona is not well defined, the user experience will miss the mark. To prepare for this, make sure that you know first who is in your audience, what types of content they enjoy, and then where to find them.
Finding the audience can be tough, but you’ll usually need to start with knowing who is buying your products or services and why. This isn't just demographics, age, gender, for instance, but it's understanding the needs your product or service is fulfilling.
To determine your current audience, we recommend checking out Google Analytics as a first step. Next, you should analyze the social media posts of similar people to see what they are discussing. This can give small business owners great insight into what their customers care the most about.
An article on Foleon gets into audience building in greater detail, but here are the points to keep in mind. First and foremost, you’ll want to know where your audience can be found. Social media, YouTube, radio ads… there is a myriad of options. The key is to find the intersection between what you can manage with media your audience uses.
When it comes to content marketing, creating content isn't a singular task. It has been done on a regular basis. Therefore, your strategy will depend on the capacity of your small business to manage the work. It may take a bit of trial and error. However, soon you will learn what works and how to deliver it so you're on a path to success.
This is a tough one, but it is so important and often ignored content marketing strategy by small businesses. Ann Gynn from the Content Marketing Institute wrote a great article about the ways to handle content marketing. Among the things to know, you should be careful about the kind of content that you’re making. It needs to attract the right audience, while also delivering against your business goals.
A content calendar is a very useful tool to ensure your editorial themes are delivered and repeated often. But something that is critical and overlooked is the need of being systematic and careful with the content you post. Use a service that can collect and explain your data to your small business. It’s a very complicated balance, but it certainly is vital if you want your content to shine.
Books have been written on how to write quality pieces of content for your blog post or web pages, it's easy to get overwhelmed. However, if you can focus on doing the most meaningful tasks, you may be surprised by what you can achieve. I pulled some of these from Meltwater, but I’ve added some of my own points as well.
There are three points with which I would like to close:
Brian Cairns, CEO of Prostrategix Consulting. Over 25 years of business experience as a corporate executive, entrepreneur, and small business owner. For more information, please visit my LinkenIn profile
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