Why Content Marketing Is a Must-Have for Small Businesses

Starting a digital marketing campaign can be quite effective, and you don’t even need to have a big budget for it.

As a small business owner, you can easily build customer loyalty and increase your customer base with content marketing. When you create quality content, you are considered an expert in your domain, and that’s what customers trust. 

It’s hardly surprising that 70% of marketers invest in content, and 72% have got results with a high-quality content strategy. Content marketing works for small businesses because you get the best ROI for every dollar you spend, and you don’t need to have the budget that larger firms have. Not only do you get higher returns, but these give you benefits over the long run. 

Top Reasons Why Small Businesses Need Content Marketing

Gain Familiarity

Your primary content creation goal is building a long-term relationship with your target audience. This can only be achieved if the tone of your content is consistent and quality is maintained. Remember, your content is giving your brand a voice

The flow of content is essential, and if it is disrupted with poor or out-of-context content, your content marketing strategy is likely to fail. Scaling up content requires content-writing professionals – you can hire freelance writers to handle your content. The writers should understand your requirements and customize the content accordingly.

Select the writers carefully depending on past experience, portfolio, and references from customers. The best writers can write different types of blogs and articles that will bring traffic to your site. 

To help your writers deliver the quality you need to define your brand, specific keywords being targeted, platforms being used, and the specific call to action you are looking for.

The key to quality content is originality and knowing what type of content works for your business. You need to offer customers information that is not available on any other site.

Different content types that ensure higher customer engagement include actual customer case studies, relevant infographics, expert interviews, or podcasts for addressing customer issues. 

Highlight Your Expertise

Don’t post content just for the sake of it. Following a content-posting calendar and posting lower-quality content spoils your brand image. Shortlist the topics that are relevant to your customer and do your homework.

Content that features leading experts in your industry adds more credibility to it. Quoting these experts will ensure higher standards.

Whatever you share with your audience should also be backed by proper data so that the audience believes that you know about the topic. Thought leadership articles do well for this reason, with 88% of decision-makers stating that thought leadership gives them a better perception of organizations. 

If you have experts in your company, be sure to include their views verbatim in the content calendar through a small business video. These videos heps a business grow at a rapid rate.

Your approach to content should be similar to writing research papers. You need to have an outline for the content so that your ideas flow smoothly. Plus, adding citations to every point you mention in your article improves its engagement quotient. 

Around 66% of customers depend on online research for product information, so well-researched content ensures word-of-mouth marketing. 

Ensure Content Gets Shared

The success of your content is measured by the rate at which it gets shared by social media users. You not only attract new followers but promote new content as well. 

A great strategy to create content that gains popularity among your followers is referring to well-known brands. Before mentioning them, make sure you alert them in advance. There is a possibility that these brands might promote your content among their followers and increase your customer base. 

This mutual sharing of content between you and leading brands leads to higher SEO for your content. High-authority sites get priority from Google since it signifies that a top-level content creator finds your content worth mentioning. 

The audience shares your content only when they trust you. When your business is trusted, your social media account promotes your brand. Your feeds contain tailor-made content that results in high audience engagement.  

With useful and well-researched content, your website gets higher traffic that helps expand your reach to audiences apart from your existing customers and followers. 

Lead Generation

When you expand your reach to a wider audience, you get access to potential subscribers and leads. Compared to traditional marketing, not only is content marketing 62% cheaper, but it also boosts lead generation by 3 times. 

Visitors want solutions to their problems, and if you can provide them, you convert a visitor into a customer. High-quality content provides such solutions, and your customer conversion rate automatically improves. 

There are two types of new leads:

  • Those who are interested and following a topic relating to your product or service 
  • Leads who have benefited from your business and have a high-conversion probability

When you have customers who are interested in your products visiting your site, it is the perfect example of a top-of-funnel strategy. Using this technique, you have faster conversions since these are hot leads ready to buy your product. 

Get the Competitive Edge

Give your customers what your competitors are not offering, a regular offering of high-value content. The customers should perceive you as a helpful force, and this is the business-customer dynamic that you need to establish. 

When you always focus on trying to push a product or a service, you might push the customer away. Instead, try to be their trusted advisor and help them make informed decisions. You may find that the customer welcomes your posts and interacts with them at a much higher level.

When customer interaction with your brand increases, so does the conversion. Preparing your business for the future needs a clear understanding of your current and potential customer needs. When you design your content based on their needs, you not only have a long-term follower but also someone who will help you generate revenues and help you get new followers. 

Conclusion

Content marketing is an effective and affordable solution for small businesses that are preparing your business for the future. Planning your content calendar in advance and scaling it up with original content is vital.

When you solve the customer problems through well-researched and unique solutions, the business enjoys higher engagement from followers. 

Outsource your content creation to a freelance content writer after verifying their past work and getting references. Add a video to your content when sharing DIY solutions or customer testimonials. Find out what kind of content your competitors offer and offer something that followers won’t find on any other site.

Create amazing content and watch your profits shoot up!

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