Content marketing is used massively by leading brands – we see it all the time online. But for smaller businesses, developing and executing a successful content marketing strategy can be more difficult. Some of the top challenges faced when it comes to content marketing for small businesses are producing engaging content, measuring its effectiveness, producing content consistently, lack of budget & time restraints. Partly though, non success in this area is down to a lack of understanding around the subject & how easy it actually is to do!
So, what is content marketing?
The Content Marketing Institute defines content marketing as:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Content marketing is a long-term strategy that focuses on building a stronger relationship with your target audience by showing informative content that is relevant to them and is consistent.
When done right, eventually when customers make a purchase decision, their loyalty will already lie with you and they will buy your product and more than likely prefer it over your competitors purely because they have a good relationship with you based on your content marketing.
Examples of content
Solving issues with useful content
Great content marketing that draws people’s attention tells a great story. And this type of marketing does a remarkable job of drawing the eyes of your audience.
Wouldn’t it be great if your customers looked forward to viewing your adverts or social media posts? What if when they viewed it, they spent a while looking at it or maybe viewed it more than once and shared it with others?
Instead of constantly pitching your products or services, this type of marketing allows you to create truly relevant and useful content for your prospects and customers to help them solve their issues.
Marketing is impossible without great content
Regardless of what type of marketing strategies you perform, content marketing should be part of your process – not something separate. Quality content is part of all forms of marketing:
-Social media marketing: Content marketing strategy comes before your social media strategy.
-Website marketing & SEO: Search engines reward businesses that publish quality, consistent content.
-Inbound marketing: Content is key to driving inbound traffic and leads.
The main point to take home is that content marketing is popular. Lots of businesses use it, and they’ve used it for hundreds of years.