Content Marketing for Small Business

Person writing content on paper and laptop_CardinalCommerceSmall businesses are very unique. Typically, they have limited time and limited resources. But it’s still important for these businesses to “spread the word” about their company, and their products. These limits shouldn’t restrict their online marketing options or opportunities. A post is a post — whether it’s created by a full-time marketing team or an individual business owner. Content marketing — reaching potential consumers on the internet through blogs and social media — can start small and stay simple, yet still work effectively.

Choose Platforms

As all businesses are different, each one will have success with different social media options and blog formats. There is no “one-size-fits-all” social media or blogging platform. If you have limited resources, you don’t want to stretch your marketing energies too thin by overextending yourself, or developing too fast. Pick the markets that best suit your business and focus your content marketing efforts accordingly. Conduct the necessary research and discover which audiences are most attracted to Facebook, Pinterest, Google+, Twitter, LinkedIn, etc. What types of blogs exist in your industry, or in your local area? What is the target demographic for your business? Research these questions, then capitalize on the best content marketing opportunities.

Analyze Your History

Part of developing an effective content marketing strategy is knowing your business inside and out. You should know your respective strengths and weaknesses, and build upon those. Analyze your past marketing efforts and determine what has worked, and what can be improved. Identify successful campaigns that have driven traffic to your site or visitors to your door, or shared articles that have received relevant likes and try to repeat those efforts. Learn from the past, don’t forget about it. If a particular content piece or content theme was successful, you can re-purpose that piece or theme and re-distribute it to your readers. If they liked it the first time, there’s a good chance they’ll like it the second time too. Use the techniques, ideas and material that has already worked in the past to inform your future offerings.

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Make a Plan

If you want to stay organized amidst the chaos of running a small business and distributing different content marketing offerings, use a calendar. If you brainstorm with colleagues, or look online for suggestions, it doesn’t take long to fill a whole month with brief, but engaging ideas for posts. Small business owners recognize that there’s not enough time to do this on a daily basis. If you hold a session at the beginning of each month to determine your content marketing offerings for that month, it can go a long way. Treat it as a brainstorming session. Jot down initial ideas, and fill in the details later as you create the actual post. With the postings, include dates and times, and work ahead whenever possible.

Go With The Current

Put your own spin on any trending topics. Whoever is responsible for your content marketing should stay vigilant with respect to the latest news, trends and popular posts, especially within your industry. You should discuss relevant topics to show your readers that your business is in touch with the latest news and ideas in your field.

Add Some Pictures

It’s fairly easy to include a picture in your posts, but it can pay dividends.  Many successful content marketing offerings for small businesses includes images, or videos. Businesses that include images or videos in their posts see a massive increase in shares, likes, retweets and click-thru rates for their posts. An image can’t exclusively replace solid content but, when packaged together with engaging content, images can make a big difference in your content marketing efforts.  


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