What is Content Marketing?
Content marketing is a valuable piece of your overall digital marketing strategy. On the surface, materials categorized as “content marketing” may appear very similar to other assets deemed “advertisements” or simply “marketing.” There is, however, one key ingredient to content marketing that’s missing from ads and other forms of marketing.
That ingredient is the creation and distribution of intrinsic value – giving your audience what they need – no more, no less.
Content Marketing Provides Value
Content marketing, simply put, is a long-term marketing strategy to build awareness for your business and develop a relationship with customers by providing valuable content. As a small business owner, you’re used to taking marketing matters into your own hands. Content marketing is one of the ways you can boost rankings in the search engine results page (SERP), find new customers and develop trust in your company, all for very little (or no) cost.
While many people think of content marketing as churning out blogs, it is so much more than that misconception. Good content marketing informs the reader. Bad content marketing does not. Good content marketing is engaging. Bad content marketing isn’t.
We believe value is the key ingredient to content marketing. Providing value to your audience, be they leads or clients, is what matters most to content marketing. When you produce high-quality content, it is likely to get picked up and shared. It’ll get linked to by other content marketers, it’ll get Tweeted and Facebooked. It might even get your business a lead. Content marketing is meant to be informational, not promotional.
You might wonder why we’re telling you to give information away for free, but content marketing is about building brand trust. When someone sees your name come up many times, they’ll start to trust you as the authority. Then, when it comes time to make a purchase, they choose you. Content marketing is definitely a long-term marketing solution and not a quick fix.
But it’s important to remember that content marketing is, in fact, still marketing. If you put in half the effort, you’ll see half the results. So what results can your small business expect?
Content Marketing for Small Businesses – What’s Your Return on Investment (ROI)?
While ROI is different for every business, there are some known benefits to having a solid content marketing strategy in place.
- Content marketing can help boost your rankings in the SERP (when content is properly optimized).
- If you use social media or email marketing, you might see more engagement as you create more posts around your content.
In Google Analytics, you can see how many leads are coming in through your new content. Taking it a step further, calculate a hard ROI with this formula:
# of leads x average inbound close rate x average transaction value
Start Creating With These Content Marketing Ideas for Small Businesses
Content marketing comes in all forms. Don’t limit yourself – get creative and have fun with it! Below are some specific content marketing ideas you can start with immediately.
- Case Studies
The possibilities are endless. The fun part about content marketing is that it doesn’t have to cost you anything. You can start successfully creating valuable content today.
Complete Digital Marketing for Small Businesses
Here at PointA, we get you started. We provide what your small business needs to thrive in a digital space, at a price you can afford. If you need help with content marketing, we can do that. Something else your business needs? Take a look at our services. Your local customers are trying to find you – let us introduce you. Reach out today.
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