Content Marketing for small business.

How it drives sales and the bottom line.

Content marketing should be a key part of your marketing strategy.  Content creation is dominating the market these days.  Great marketing content can heighten brand awareness, generate leads, build credibility and improve your bottom line.  Good content combined with the right online advertising can help you get your message across to your target audience. As a result, getting your message in front of the right groups of people makes it more likely that they will buy your products or services.

There are some key components that you need to be aware of when creating your content.  Your content can be anything from a blog post, to website copy, social media posts, videos, e-books, templates, white papers or other downloads or free resources.

Here is what you need to keep in mind when you start thinking about content creation.

Be useful, interesting or entertaining

Make sure your content meets at least one of these criteria.  Provide insights to your audience about an important piece of industry news, or tell them about a new product or service you offer. Why not give them a glimpse behind the scenes into what’s happening in your office so that they can connect with the people that are at the core of the business.  Also think about your target audience and the type of content that appeals to them.  What style of content will hit the mark, and how can your content add value to them in their day-to-day lives?

Be consistent and use good design

Make it look good!  Not only is it important to say something important, relevant, useful or funny, you also need to make your content look good. Most importantly, make it is visually appealing, use great images, have a consistent brand image and select colours that compliment your brand.  If you need help with digital design, please get some, it’s worth it!  Don’t know where to find images? Try this image website.

Include hyperlinks

At the end of the day you want to drive traffic back to your website, e-commerce store. You may want to direct visitors to you bookings page, or to an informative external article, this will help to fill your sales funnel. Therefore links should appear in your content to help guide visitors back to other important sales channels.

Be real, try not to be a copy cat

Authenticity helps to create trust and build your brand’s personality.  With so much content being consumed on a daily basis, try to share content that is not just ‘more of the same’.  Consider curating a list of useful information relevant to your industry, or share some of your own research findings.  Be authentic in your communications and most of all, don’t forget to reply to customers leaving comments, asking questions or leaving feedback on your posts.

Consider repurposing your content

Don’t “reinvent the wheel” if you don’t have to.  For example, if you are launching a new product you may produce a written brochure about all the features & benefits of the product.  Repurpose this into an instructional video on how to use the product features, or a series of social media posts. Furthermore repurposing your content helps create efficiencies, and helps key messages get through to the target audience via multiple communications channels.

Remember effective content will bring more traffic to your website and helps attract prospective buyers into your sales funnel. It also helps improve your SEO and online visibility and increases engagement levels with prospective customers, which can ultimately improve your bottom line.  Although creating good content may take time you must remember that long after the article, blog post or business template is first published, your content will still continue to help generate traffic long after that.

If you are not sure where to start, don’t have the time, or need some specific help setting up a blog, creating email campaigns, landing pages or putting together a content marketing strategy. Reach out to us.