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Does Content Marketing Work For Small Businesses?

by | Mar 3, 2017 | Content Marketing | 2 comments

Does Content Marketing Work For Small Businesses?

by | Mar 3, 2017 | Content Marketing | 2 comments

Content marketing. Without it, will your business thrive?

It might feel as though you are constantly told that you must implement content marketing in order to survive as a small business in the current market. But is that really the case? Many businesses continually wonder whether it is worth the time, money and effort, especially when they do not see immediate payoffs to their tireless efforts.

The answer: yes, content marketing does work for small businesses. However, it is important that it is done correctly. First and foremost, you have to commit to putting in the time and energy required to make it work. This is not just producing prime content; it is also about promoting it in the right places so that it is found by the people you want to find it: your customers.

What Do You Get From Content Marketing?

As a small business owner, you have to constantly determine what is worth implementing to grow your business. Many factors are involved, including time, money and manpower. Although you can outsource content marketing SEO to website content writing services, it still takes money from your budget.

There are many reasons to add it, including the following benefits:

  • Increased leads
  • More sales
  • Higher SEO rankings
  • More traffic to your sites
  • Brand awareness
  • Reputation building
  • Develop an authoritative voice
  • High ROI

Let’s break this down one by one so you can see exactly how these benefits will help your company.

Increased Leads and More Sales

As a small business, it is important to find more potential customers to convert into sales. With content marketing, you have the chance to expand your reach. This gives you an opportunity to bring in more leads that can then be funneled through your sales funnel. With more leads, you have a higher chance of converting them into sales, thus increasing your sales number.

According to a study from HubSpot, businesses with a regularly updated blog found an increase in leads of 126 percent compared to those who did not blog. Imagine what you could do with that many more leads. In fact, the conversion rates are about six times higher for those who have content marketing campaigns than those who do not.

Increase Leads

Graph from https://blog.hubspot.com/blog/tabid/6307/bid/5519/Blogging-Businesses-Experience-126-Higher-Lead-Growth-Than-Non-Blogging-Businesses.aspx#sm.000153vw0ncs7f39s661qjhbcy1lt

Higher SEO Rankings

The algorithms for Google and other search engines are very involved and complex. Content marketing SEO helps with a couple components. First, it expands the amount of information about your company that could be pulled during a search. You have more property to optimize and utilize keywords to help end up as part of search results. It gives you a chance to give visitors to your site information for which they are looking. Additionally, you continually create fresh, new content, which improves your search rankings.

More Traffic

When you increase your ranking on search engines, you increase your organic traffic to the site. You also have the ability to gain traffic for a variety of topics, all of which end up on landing pages from where consumers can then navigate to other areas on your site. According to one study, those who are considered content marketing leaders had 7.8x more traffic on their sites than those who were non-leaders.

Brand Awareness and Reputation Building

An important benefit of implementing a strong content marketing SEO program is that it helps to build your brand. You have multiple platforms in which to build your brand identity and voice. Then, you promote it and raise awareness about your company, attracting more customers from a wider pool of potentials.

In addition to simply putting the word about your company out into the public, you also have a chance to create the reputation you want through developing positive content. Part of this goes hand in hand with developing your brand identity.

Additionally, you can create content that makes you stand out as a leader and authoritative voice in your industry. This increases the chance that others will share your content, building even greater awareness of your brand. Furthermore, as an authoritative voice in your industry, you also become a safer, more reliable company with which to do business.

Branding

What do all of these benefits have in common? They boost your business, help you compete and drive sales. This helps your bottom line, and it does not cost as much as many other forms of marketing. This makes it easier to compete, even with some of the larger businesses in your field.

To gain the maximum advantages of this, it is essential that you do it right.

How to Create Content Marketing Solutions

There are several steps to take to create content marketing solutions in your company that ensure you gain all the potential advantages of the medium. Whether you choose to invest in website content writing solutions or handle it in-house, there are some key steps to take to develop your properties:

  • Create a goal or objective
  • Research the target audience
  • Plan
  • Develop content
  • Promote
  • Measure
  • Make changes

It is common for companies to jump into running a content marketing SEO campaign with no real objective in mind. This makes it harder to create a strong plan that will bring in the rewards. It is best to develop an objective or goal using the SMART (specific, measurable, attainable, realistic, timely) goal method. Then, determine who your target audience (or audiences) is. This might require some market research into your current customers and those you wish to bring into your business.

Once you have a goal and audience in mind, develop a plan. This might include who writes the content, what topics it will cover, the voice of the pieces, the type of content and other components. Once you have a basic structure in mind that determines the program, it is time to start developing content. This might be through a blog writing service, in-house staff or a combination.

You are not done once the content is written. No matter how strong the content, it is just as important that you promote it in the right places. Otherwise, no one will find it. This might include some combination of social media promotion, featured posts, PPC campaigns, SEO and keyword optimization.

Once the content is posted and promoted, your job continues. It is essential you continue to monitor it using different metrics, such as conversation rates, traffic, bounce rates and more. This will tell you what works–and what does not. Then, you can tweak your program so that it continues to improve and help you to meet your goals.

Elements of a Strong Content Marketing Campaign

When developing your content, it is important to remember that there are some key elements involved in a strong content marketing campaign. This is more than just well-written, interesting content. It also includes:

  • Ideal timing and frequency
  • Relevancy
  • Value
  • Visuals
  • Right keywords

Additionally, do not forget that content is not just written words and blogs. Some of the most popular content forms today include webinars, infographics, videos, podcasts and similar content forms.

Infographics

Infographic from www.zabisco.com

The short answer to whether or not to include a content marketing SEO strategy for your small business is yes. You will gain valuable benefits that will help your business grow. For even better results, develop a program for strong content with all the important elements. This might mean that you rely on website content writing services until you have a strong foundation and feel comfortable going on your own.

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Drew Allen

VP of Sales Strategy at BKA Content
Drew is the VP of Sales Strategy at BKA Content, a leading content creation services company. When he's not wow-ing you with his knowledge of all things content related, he's probably out practicing his finger dancing moves or trying to improve his golf game.
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