Content. It’s everywhere.
From our social media feeds to our television screens, more and more people are vying for our attention than ever before. The problem is that we are increasingly starting to ignore them. That’s because as marketing has evolved, so too have consumers. Today we are all editors, deciding what information we are going to consume and what will be relegated to the pool of white noise that provides the background music for our increasingly digital lives. Whether it’s skipping through commercial breaks as you rewatch recorded shows on your PVR, installing ad-blocker software on your browser, or editing the preferences of your Facebook feed; the chances are that to some degree, you too have decided to ignore the efforts of marketers who are trying to sell you their business’ products or services.
But what happens when it comes to marketing your own small business? How can you make sure that your message doesn’t get lost in the crowd? Or worse, completely ignored by potential customers?
That’s where content marketing comes in. In fact, embracing content might just be the most important thing your small business does in 2018. Don’t believe me? Here are five things that might just change your mind.
Content Cuts Through the Clutter
The fact that you’ve read to this point in the article is proof that content works. Instead of simply selling you a product or service – a call to action that you would have most probably ignored. I’m trying to give you something of value, serving up advice and information that is going to help your business in 2018. Sure, I have a vested interest in the subject, but ultimately I’m trying to give you advice that you can implement yourself, and if you happen to click on my website as a result then that’s great.
Content works because people are much more likely to engage with something, or even share it with their own networks, if it offers them value rather than merely asking them for something. And the same technique can be used to make sure that your small business stands out from the crowd.
Content Enables you to Punch Above your Weight
People like small businesses because they are set apart from the corporate crowd. Even in today’s internet enabled-age people would much rather buy from a “Ma and Pa store” where they are engaging with real people, than engage with a faceless cog in a soulless international conglomerate. Of course, not all of us can have a brick and mortar presence in peoples’ communities, yet it still shocks me how many small businesses fail to take advantage of this unique USP.
That’s where content marketing comes in. Whether it’s through blogging, video, or social media you can tell the story behind your business and create real connections with your clients and customers in the process. Best of all, you don’t need to spend a fortune to do it.
People aren’t looking for aggressive advertising campaigns or flashy brochures, they are looking for genuine content that speaks to them on a personal level. In fact, the very best content marketing for small businesses isn’t expertly produced with high production values. It’s raw and treats the audience like friends or family. It’s like a one-to-one discussion, except that you can have it with thousands of people all at once.
Content is Great for Google
Want to improve your Google search ranking? Content is the way to go. Gone are the days of stuffing your site with keywords. Today, one of the most important aspects in boosting your ranking is to provide a steady stream of fresh, topical content. That’s because the world’s biggest search engines give more weight to content that was published recently on trending topics, than static pages that have grown stale.
Whether you run a global e-commerce business or a BC-based consultancy, a blog can be a great way of ensuring that your site is regularly populated with fresh, up-to-date information that in turn means potential customers are more likely to find your business online than one of your competitors.
Content Builds Trust
Your online presence is often the first interaction potential customers will have with your business, so it’s vital to make a good impression. Stale content and sales orientated sites are not going to cut it. Instead you need a website full of fresh ideas and information to build a connection with potential customers.
Content gives you the opportunity to showcase your expertise to potential customers through informative articles, how-to videos, or social media advice. It means that you can demonstrate your skills and experience without the customer having to go to a third party to check your credentials.
Content Brings People to your Door
While content marketing on its own isn’t going to have customers knocking down your door, it can be a valuable tool in attracting new business. Whether you want to gather email addresses, encourage people to click on your website, or merely give your sales associates an opportunity to refresh old contacts; content can be a valuable part of your marketing mix.
To find out more visit Blank Slate Content (www.blankslatecontent.com). And, if you’re interested in finding out how you can kickstart your small business’ content marketing in 2018 get in touch at daniel@blankslatecontent.com to organize a free consultation.