{"id":13021,"date":"2022-06-09T19:06:02","date_gmt":"2022-06-09T19:06:02","guid":{"rendered":"https:\/\/jboitnott.com\/?p=13021"},"modified":"2022-06-12T15:58:43","modified_gmt":"2022-06-12T15:58:43","slug":"9-content-marketing-tips-for-small-businesses","status":"publish","type":"post","link":"https:\/\/jboitnott.com\/zh\/9-content-marketing-tips-for-small-businesses\/","title":{"rendered":"9 Content Marketing Tips for Small Businesses"},"content":{"rendered":"<p class=\"graf graf--p\">Strategic content works especially well for small vs. large business marketing teams. It helps build both brand awareness and an active, loyal audience of users. That audience already has a certain level of interest in your offer so it\u2019s a much simpler process to sell to them, and turn them into repeat buyers.<\/p>\n<p class=\"graf graf--p\">Yet, small businesses still struggle with how to implement and <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/content-marketing-investing-in-consistent-content-creation\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/content-marketing-investing-in-consistent-content-creation\/\">optimize content marketing consistently<\/a> in a tailored, strategic way that actually leads to more leads, more closed sales, and higher revenue. In this post, we break down the top 9 content marketing tips that can help you write better content and get better results from it.<\/p>\n<h2 class=\"graf graf--h3\">1. Take a broader view of what content marketing is<\/h2>\n<p class=\"graf graf--p\">What kind of content are we referring to in small business content marketing? Variety is the spice of life as well as the secret ingredient for great content marketing. With the expansion of web-based technologies in recent years, we\u2019re increasingly seeing compelling, well-crafted content in many formats beyond just <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/content-for-business-blogs\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/content-for-business-blogs\/\">blog posts<\/a>.<\/p>\n<p class=\"graf graf--p\">Content formats to experiment with include:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\"><a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/tools-to-create-interactive-marketing-content\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/tools-to-create-interactive-marketing-content\/\">Interactive content<\/a><\/li>\n<li class=\"graf graf--li\"><a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/short-form-videos\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/short-form-videos\/\">Videos<\/a><\/li>\n<li class=\"graf graf--li\"><a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/social-media-image-sizes\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/social-media-image-sizes\/\">Social media content<\/a> (including graphics, Tweets, Facebook status updates, and posts)<\/li>\n<li class=\"graf graf--li\"><a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/how-to-make-great-business-podcasts-wondery-cco-marshall-lewy\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/how-to-make-great-business-podcasts-wondery-cco-marshall-lewy\/\">Podcasts<\/a> and other audio content<\/li>\n<li class=\"graf graf--li\"><a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/case-study-vs-ebook-vs-white-paper\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/case-study-vs-ebook-vs-white-paper\/\">Ebooks and white papers<\/a><\/li>\n<\/ul>\n<p class=\"graf graf--p\"><a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/visual-content-and-seo-rankings\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/visual-content-and-seo-rankings\/\">Visual content<\/a> is often more memorable than pure text. To keep your content fresh and top of mind for your audience, go beyond blog posts. Explore infographics, images with layover text, and short videos. You can also get started with a brand podcast with a relatively small initial investment.<\/p>\n<h2 class=\"graf graf--h3\">2. Manage your content creation process\u00a0better<\/h2>\n<p class=\"graf graf--p\">No matter how big or small your content marketing plan is, your company will face challenges along the way. Staying aware of potential traps the way helps your small business maximize your chances of success. Here are a few questions you should ask yourself:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Do you have adequate resources? At a minimum, that means time, energy, money (if you\u2019re outsourcing any part of your content marketing tasks), and expertise in the creation process (if you\u2019re handling any part of those tasks in-house). It\u2019s especially crucial to make sure you\u2019re giving your content marketing program sufficient time to show results. It often takes a lot of time and skill to create enough of the kind of content your brand needs.<\/li>\n<li class=\"graf graf--li\">Can you cut through the noise of a crowded marketplace? You\u2019re competing with lots of brands for your targeted audience\u2019s valuable and limited time and attention. That means you need top-quality content that\u2019s aimed at the sweet spot between what you do and what your targeted users want. You also need a strong and consistent plan to promote that content so it gets in front of them when they\u2019re receptive to it.<\/li>\n<li class=\"graf graf--li\">Do your stakeholders have realistic expectations? It can be challenging to manage the expectations of company leaders, especially those who aren\u2019t directly involved in your marketing efforts. Content marketing works, but it doesn\u2019t produce results overnight. It takes time to increase brand awareness and build a loyal audience. Make sure everyone understands that and knows what to expect.<\/li>\n<li class=\"graf graf--li\">Do you have a strategic plan? A strategic plan that covers both the immediate future, the next six to twelve months, and the next one to five years, all crafted to help your team make progress towards the company\u2019s business goals, is invaluable. Use that plan to craft your editorial calendar and tightly align your content with your audience\u2019s needs and wants.<\/li>\n<\/ul>\n<h2 class=\"graf graf--h3\">3. Address each step in your buyer\u2019s\u00a0journey<\/h2>\n<p class=\"graf graf--p\">Take the time to audit your brand\u2019s existing content. Know the kinds of content you have, the topics you cover, and the calls to action (CTAs) that you use. You don\u2019t need to extensively inventory social media content, especially if you have accounts that have been active for a long time, but you should review the metrics associated with those accounts to identify top-performing shares and how engaged your social media audience is.<\/p>\n<p class=\"graf graf--p\">Look carefully at where your content maps onto <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/customer-journey-content-for-each-stage\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/customer-journey-content-for-each-stage\/\">your company\u2019s customer journey<\/a> and sales funnel. The point here is to identify gaps where existing content can be revised and repurposed, or where new content can be created from scratch, to fill in those gaps. Ideally, your content moves each member of your target audience from the very top of the funnel all the way through to a closed sale\u200a\u2014\u200aand on to future repeat business.<\/p>\n<h2 class=\"graf graf--h3\">4. Focus on results with measurable metrics<\/h2>\n<p class=\"graf graf--p\">To achieve a positive ROI on content marketing for your business, you must focus on the actual, measurable results. That means putting into place the mechanisms necessary to measure and track the relevant metrics from your content marketing efforts over time. It also means making a habit of monitoring those metrics consistently to see what\u2019s working, what\u2019s ineffective, and how best to adjust your efforts and optimize them for better results.<\/p>\n<p class=\"graf graf--p\">Remember: <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.thehrdirector.com\/features\/big-data\/what-gets-measured-gets-improved\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.thehrdirector.com\/features\/big-data\/what-gets-measured-gets-improved\/\">What gets measured, gets improved<\/a>.<\/p>\n<h2 class=\"graf graf--h3\">5. Broaden the reach of your own\u00a0website<\/h2>\n<p class=\"graf graf--p\">Tools and platforms such as Facebook, Instagram, and Twitter (among many, many others) are indisputably valuable for small business content marketing teams. Third-party sites support, host, and share your content. At the same time, many small businesses use sites like Etsy and Amazon as direct sales platforms.<\/p>\n<p class=\"graf graf--p\">So what happens when one or more of these sites go down? Worse yet, what happens when the entire site fails permanently, leaving you and millions of other users high and dry? Technology is never, ever perfect. Glitches happen.<\/p>\n<p class=\"graf graf--p\">The lesson here isn\u2019t \u201cdon\u2019t ever use third-party sites.\u201d That\u2019s unrealistic. Instead, develop your own channels and use them simultaneously alongside these larger third-party sites. Create space on your brand\u2019s website to host, share, and promote content.<\/p>\n<h2 class=\"graf graf--h3\">6. Explore user-generated content<\/h2>\n<p class=\"graf graf--p\">Getting your users to create content about your product or service can capture and expand your brand awareness and widen your audience and leads.<\/p>\n<p class=\"graf graf--p\">For example, Canva launched a user-generated content (UGC) contest called the <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.canva.com\/q\/canva-challenge-terms-conditions\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.canva.com\/q\/canva-challenge-terms-conditions\/\">#CanvaDesignChallenge<\/a>. Users create new content using Canva\u2019s tools, then post their entries on Instagram or Twitter. Weekly winners get prize packages from Canva, including subscriptions to Canva Pro and credits they can use toward Canva Print.<\/p>\n<p class=\"graf graf--p\">By restricting the prize to services and tools Canva already offers, they\u2019re creating an audience that\u2019s already aligned with what they do. They might not attract as many new users and leads if they\u2019d offered, say, Amazon gift cards only.<\/p>\n<h2 class=\"graf graf--h3\">7. Tell compelling stories supported by relevant\u00a0data<\/h2>\n<p class=\"graf graf--p\"><a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/storytelling-in-content-marketing-how-to-tell-stories-that-sell\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/storytelling-in-content-marketing-how-to-tell-stories-that-sell\/\">Storytelling<\/a> is a key component of successful content marketing. That doesn\u2019t mean making up fictional narratives\u200a\u2014\u200ajust the opposite. The way to use storytelling in content marketing is to tell true stories supported by relevant data in a compelling, well-crafted way.<\/p>\n<p class=\"graf graf--p\">By incorporating data, you can tell a story that is authentic and one that captivates and entertains at the same time. Hopefully, it also persuades the reader to take a closer look at your brand and your offer. You can also tell some aspect of your brand story, whether that\u2019s focused or the company or its founder.<\/p>\n<h2 class=\"graf graf--h3\">8. Create ongoing buzz with serialization<\/h2>\n<p class=\"graf graf--p\">Serialization has been an effective means of driving up interest in content since the days of Charles Dickens. Publishing an <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/booksonthewall.com\/blog\/serial-novel-a-brief-history\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/booksonthewall.com\/blog\/serial-novel-a-brief-history\/\">ongoing series<\/a> of any kind of content can help you build up an audience and keep their collective interest growing, although this technique is more often associated with written, video, and audio (podcast) content.<\/p>\n<p class=\"graf graf--p\">Podcasts can produce highly effective content. Look at what Charles Schwab does with its \u201c<a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.schwab.com\/resource-center\/insights\/podcast\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.schwab.com\/resource-center\/insights\/podcast\">Choiceology<\/a>\u201d podcast on behavioral economics. Or you can simply publish a \u201ctip of the week\u201d post on your blog or your email newsletter.<\/p>\n<h2 class=\"graf graf--h3\">9. Explore <strong>ways<\/strong> your content can support your brand\u2019s\u00a0values<\/h2>\n<p class=\"graf graf--p\">Customers and clients expect the brands they interact with to live up to their values. They want to understand what your brand is all about. And, they want to see your company act in ways that actively support and further those values. When your content explains and supports the foundational principles on which your brand is built, you\u2019ll naturally attract leads and prospects who share those same principles and values.<\/p>\n<p class=\"graf graf--p\">For example, Rowan for Dogs, a coat-care company for dogs spotlights its partnerships with other nonprofits in its <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.instagram.com\/rowanfordogs\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.instagram.com\/rowanfordogs\/\">Instagram content<\/a>. And the famed ice cream company Ben &amp; Jerry\u2019s is well-known for furthering its <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.benjerry.com\/values\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.benjerry.com\/values\">commitment to social and economic justice<\/a> through its business activities. Initiatives like these can become the basis for rich content that helps your ideal customers identify and align with your brand.<\/p>\n<h2 class=\"graf graf--h3\">Get Strategic With Your\u00a0Content<\/h2>\n<p class=\"graf graf--p\">The single best thing you can do to help your content marketing efforts is to tailor your approach to your existing and prospective customers. Strategic approaches built on your known <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/persona-research-how-to-really-get-into-prospects-hearts-and-minds\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/persona-research-how-to-really-get-into-prospects-hearts-and-minds\/\">user or buyer personas<\/a> always produce better results than throwing everything you\u2019ve got up against the digital marketing wall to see what sticks. Keep an eye on what your competitors are publishing and figure out how you can produce content that\u2019s different, better, or both.<\/p>\n<p class=\"graf graf--p\">Need help with generating <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/need-ideas-blog-content-weve-done-work-results-54-searches-11-verticals\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/need-ideas-blog-content-weve-done-work-results-54-searches-11-verticals\/\">small business content marketing ideas<\/a>? ClearVoice has a pool of talented writers that can help create content for your online business. <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/#requestdemo\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/#requestdemo\">Get started today!<\/a><\/p>\n<p class=\"graf graf--p\"><strong><em>Thanks for reading! Do you want to create thought leadership articles like the one above? If you struggle to translate your ideas into content that will help build credibility and influence others, sign up to get John\u2019s latest online course \u201c<a href=\"https:\/\/jboitnott.com\/zh\/writing-from-your-voice-course\/\">Writing From Your Voice<\/a>\u201d here.<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Strategic content works especially well for small vs. large business marketing teams. It helps build both brand awareness and an active, loyal audience of users. That audience already has a certain level of interest in your offer so it\u2019s a much simpler process to sell to them, and turn them into repeat buyers. Yet, small [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11573,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[857],"tags":[906,286,316,1061,171],"class_list":["post-13021","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","tag-brand-awareness","tag-content","tag-content-marketing","tag-content-strategy","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>9 Content Marketing Tips for Small Businesses - John Boitnott<\/title>\n<meta name=\"description\" content=\"Here are 9 important content marketing tips that can help you write better content and get better results from it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.clearvoice.com\/blog\/9-content-marketing-tips-for-small-businesses\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"9 Content Marketing Tips for Small Businesses - 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