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Content marketing is fundamental for business growth. If you haven't incorporated content marketing yet, you may think that your business growth is not linear. Whether you want to increase traffic to your website, establish yourself as a leading brand in your industry, or build a loyal audience online, content marketing is a proven method for all.
Without it, you may face barren months where you don't see many results. However, there are specific ways in which you can achieve consistent and fruitful results as well as an increase in sales.
Moreover, a robust content strategy assists in building a solid brand image and identity. It can bring you loyal customers and help you market your business smoothly.
Table of Contents
How can an Effective Content Marketing Strategy Improve Your Business Efficiency?
A smooth workflow process makes a business efficient. Whether reducing production costs or increasing workforce productivity without sacrificing quality, you must ensure that your business model has no weak links.
Likewise, an effective content strategy should be no different.
You must ensure you do not skip the efficiency rule in the rat race. While in competition with other brands, your business may fall off track and spend too much money, time and effort focusing on the wrong aspects.
If you are a business owner without marketing expertise, failure to create an effective strategy is likely. With your lack of knowledge, you wouldn't know how much money to spend and where. Or what efforts are useless and you are better off without?
However, once you learn the basics of a successful and efficient content strategy, you can build a more potent model around it. It is for this particular reason that content marketing for small businesses provides a great sales funnel from start to end with your customer journey.
These are some marketing contents that can (hopefully) convert a potential customer into a loyal customer:
- Written blogs
- Social media content
There are subtypes associated with each that perform specific functionalities. Digital content also saves you from wasting resources on traditional marketing avenues, such as billboard and TV advertising.
Content is popular today because users engage with it as a mode of infotainment. Vlogs, blogs, how-to guides, interviews and industry opinions with relevant experience will likely grab their attention.
However, you need to make sure that you carry all departments of your business with an equal and shared responsibility to make sure content marketing works at its fullest potential.
So, here's what you need to do to create an effective content marketing plan:
Know Your Audience
A successful marketing strategy speaks directly to its audience. This is why it is essential to understand who they are and what their needs and problems are.
Creating a generic content for all your audience makes your business bland. It would be best to answer your audience's questions to tell them you mean business.
To create unappealing content that no one wants to read is a fool’s errand. Instead, work your way up and thoroughly research your targeted audience. Since you've created a product or service, you may already know who they are and what problem you are trying to solve with your product and service.
To start your in-depth research, focus on this:
- Who are your customers?
- What is their problem?
- What kind of content do they prefer?
While most brands focus on the first two points, they often miss out on the last one. You need to create content which your users will enjoy. Usually, you may think the content you enjoy or something that is easy to create will work. But that is you only wasting your time. You also need to know the platform type to publish the content, i.e. where you find most of your audience.
For example, if you want to target a young female audience with short videos, you are most likely to target them on Instagram. However, if you want to target an older audience, you may opt for Facebook to get more engagement.
Drive Organic Traffic Through SEO
Search Engine Optimization (SEO) is a powerful content marketing tool. It helps to rank websites with high search engine result pages (SERPs). To optimise your content, you need to look for high-ranking keywords. A keyword is a common word or phrase used by your target audience searching on search engines. Once you have your keywords, you create your content on them.
If you are a healthy food business, your keyword may be "healthy food for weight loss." When creating content, you answer problems related to the same theme.
But with keywords, it does not mean to stuff your content with random words and hope that it works. Because it won't, your audience requires a value. Using keywords is a way you can reach your audience with said value.
So create content that is thorough, detailed, engaging, genuinely helps your audience and has just the right amount and kind of keywords.
Focus on Website Growth
Continuing with the previous point, SEO is the first step towards growth.
Your blog helps you
- Attract customers
- Showcase your expertise
- Prove your legitimacy
- Build trust
You can do all this and more by just talking about hot topics and proving to your audience that you are an expert in your industry. Which helps your customers trust you more and believe in your worth.
Consistency is key to growing your blog. Although it can take a lot of time and patience, it is definitely fruitful.
Whether you are posting daily, weekly or monthly, it does not matter. Make sure not to let your quality dip as you increase your volume slowly. You can also link your social media and other content to let your audience know more about you.
Establish Yourself as an Expert
Stand out from the crowd and make sure to limit the generic content. If you want to build a reputation, you must demonstrate to your audience about your expertise.
Unless your business has been long established, it can become tough to prove yourself as an expert.
So, instead of regular blog posts, focus on critical market insights. You can start a podcast where you discuss relevant topics in your field or interview other experts. You can also create a YouTube channel where you solve customers' issues.
Slowly, when you gain that visibility, you will be regarded as an expert in the field. Along with showcasing yourself, you must be consistent with your expertise and use a real-life approach to gain strong customer testimonials to support you.
Less is Better
You do not need to dip your toes in all content marketing channels. You can find only a few and establish your strategies on those. Two or three core forms of content are suitable. You can create a website blog, as well as a YouTube channel and promote it using Instagram Business. Whichever way works for you best.
Do not let diversification distract you. Staying focused on a few core mediums can make you look more professional. Stretching yourself thin, as a small business content marketer, over multiple channels may only reduce your quality. Aim towards the most robust platform, and work on that.
Use Social Media for Expansion
Everyone uses social media. So do your target audience. And although there are already many brands out there using social media to market their content, there is still room for more and room to stand out.
Since the world is scrolling through endless content on social media, it is immensely effective to generate a quick and passive audience online.
Keep in mind just like any other content form, and social media content also requires consistency. If you want to build a strong following on social media, you need to keep up. Moreover, keep an eye out for trends. Social media helps around the holiday season or on special days like Valentine’s day, Mother’s Day etc.
So, with social media, you must choose the right time and create your content and campaigns accordingly.
Keep a Content Calendar
It would be best if you stayed on top of your content. Staying consistent can be a huge responsibility. So, to make your life easy, you need to save all the critical dates in your content calendar.
A content calendar can also be easily shared with your team and manager so that all of you know what hot topics are up for the month.
Content calendars help you map out a coherent strategy to stay consistent through all platforms. You can optimize what time to post, take note of essential details. You can also ask relevant employees to approve the content within your business.
You don't need to plan a calendar only for a month, and you can also map out ideas, extending them to several months and leaving room for any news. This would help you stay ahead of the deadline and not make you feel overwhelmed at the last minute.
The most important part of being efficient in your business content strategy is to know what you are doing, who you are doing it for, and how it is beneficial to them.
Efficiency is all about saving time and money while doing what's most valuable and beneficial for your business and an effective content strategy is a sureshot step towards that direction.