Small and medium sized enterprises (SMEs) make up the vast majority of the UK commercial sector, and small businesses of all kinds are faced with the challenge of getting the most out of their content marketing efforts whilst being on a budget. Although small businesses generally don’t have access to the pool of resources available to larger organisations, there are still many things they can do to market their content in an efficient and effective way. Here are our 5 content marketing tips for small businesses.
1. Start with a Content Marketing Strategy
Developing a content marketing strategy is an important first step for any business looking to focus on digital marketing. Having said that, having a comprehensive plan in place is especially important for small businesses. Helping to direct precious resources towards the right activities at the right time, an effective content strategy will serve as a useful guide as well as enabling you to minimise wastage.
In practical terms, a content marketing strategy will usually focus on setting out your target audience, the value your content will give them, the format of your content and the channels through which you intend to promote it. As soon as you have the basic elements in place, you can begin tailoring your plan to the specific needs of your business.
2. Shareability is Key
Now that social media has come to play an important role in the lives of many people, the shareability of content has become an important consideration for content marketers. This is because a high number of social media shares can ensure your content enjoys a high level of exposure. Moreover, creating engaging and shareable content doesn’t have to break the bank – instead, it’s all about creating quality content that speaks to the imagination of your target audience.
There are many boxes to be ticked when attempting to create the ultimate shareable content. No single approach will guarantee your content will approach viral status, but there are a number of main characteristics that are likely to improve your chances. Shareable content is practical, actionable, entertaining and caters to the interests of its audience, as well as involving some kind of visual element. Get it right, and you could maximise the reach of your content in a powerful and cost-effective way.
3. Understand The Relationship Between Content and SEO
Although content marketing and Search Engine Optimisation (SEO) are sometimes treated as two entirely separate disciplines, there is little doubt that the two are inextricably linked. This is because high-quality content will prove to be of little to no value if your audience is unable to find it.
Although there are many different ways in which to ensure your content finds exposure, search engines continue to be one of the most important starting points for users to find the information they’re looking for. According to a report by HubSpot, 61% of marketers consider improving SEO and organic search visibility to be their top inbound marketing priority.
Of course, the link between content marketing and SEO is a two-way relationship. Content that is written entirely for the purposes of SEO is very unlikely to appeal to the user, so it’s important to strike a balance between the two. Whatever you do, your aim should always be to create unique and engaging content that puts your audience at the centre of the conversation. From there, you can begin working on optimising your content for search engines.
4. Add a Visual Aspect
Interactive content often utilises a combination of text and images that helps it stand out from other types of content. As the world of content marketing has continued to evolve, the importance of visual elements has grown alongside it.
According to the Content Marketing Institute, the role of visual content has become so significant that 45% of business to customer marketers believe it to be their most important content type. Modern users expect to be informed in a way that is engaging and entertaining, and adding a visual aspect to your content is one of the most common ways of ensuring your business meets that need.
Visual content can take on many forms. From infographics to guides and everything in between, visual elements make all the difference in determining the way in which your content is presented. Moreover, the creation of visual content doesn’t have to be expensive. There are a number of free tools available that can help you add an extra dimension to your content – so what are you waiting for?
5. Measure Your Success
Having measurable data available will go a long way in helping you improve the effectiveness of your content marketing efforts. For this reason, there’s a wide range of tools available to do just that. From social media marketing tools like HootSuite to the analytics phenomenon that is Google Analytics, taking the time to measure the effectiveness of your current content marketing approach will help you improve and perfect the process over time.
Once you’ve used these tools to identify the content that’s working for you, the relevant data can then be used to shape future content. In the fast-changing world of online marketing, casting a critical eye on your marketing approach is essential to ensuring your content remains relevant. With the right tools by your side, you can continue to make the improvements needed to cement your competitive position online.
If you would like to learn more about the digital marketing services offered by Champions Digital, don’t hesitate to get in touch with our team via [email protected]. Alternatively, speak to a member of our team directly on 0845 331 30 31.