4 Content Marketing Ideas for Your Small Business

Paw-Print-and-Mail-lead-generationThe future of marketing is all about content. Consumers want to see exactly what your business has to offer and how it can benefit their lives in a real way.

But what, exactly, does content marketing mean? Literally speaking, content marketing can be defined as a strategic marketing approach which focuses on creating consistent content materials to drive customer and lead generation.

So how can your business get involved with content marketing? Here are four big ideas to get you started.

1. Start a blog
Without a doubt, my Paw Print & Mail blog is my most prolific lead generation machine. Every published blog article adds a new page to my website which increases the number of pages indexed by the search engines like Google, Yahoo and Bing. This strengthens my website’s SEO (search engine optimization) which helps Paw Print & Mail rank higher and more readily when people search for the types of products and services I sell.

But, simply publishing articles isn’t enough, the articles must be written with the reader in mind – providing content of value that informs and helps solve problems. A consistent and well-written blog hosted by your small business or nonprofit organization builds your online authority in your field of expertise and gives you the opportunity to relate to both clients and potential customers at the same time.

A blog is an excellent opportunity for your business to show clients its relatability. Write about topics such as how your product or service can improve lives, testimonials about people you’ve served or why your business is a better option than competition. You can even get personal and write about daily news topics or expert tips from your field.

By far the biggest challenge of adopting a blog as a marketing strategy is consistently devoting the time necessary for it to be effective. If you can arrange it, dedicate an employee to posting one blog article a week through your website, then share the article via your business’ social media accounts or email marketing.

2. Give a guided tour
Your small business can also utilize technology to record and share a guided tour of your facilities, complete with employee interviews and surprise interactions. Some consumers may feel uncertain about working with a business if they don’t know what’s “behind the curtain,” so make them feel comfortable by opening up with approachable content.

Record a video while touring your facilities and show clients the inner-workings of your business. Afterwards, you can share this video as part of your content marketing plan. Customers will feel engaged and attended-to, while also gaining a sense of trust for your small business.

3. Host a webinar
Right alongside a guided video tour is a webinar. While these may sound difficult, they offer a huge opportunity for potential customers to see your business and its expertise in the field. Develop a webinar on instructing clients how to use a specific product or service, offer hands-on training and real-life examples.

The most important part of hosting a webinar is offering real value to people. If consumers feel like your business has something important to offer them, the webinar will be more successful and generate more leads. Once you’ve given the webinar a try, see about making it a weekly or even monthly part of your business’s marketing strategy.

4. Develop a (blank) of the week
If your business is active on social media, create a content marketing strategy based on what you post. One easy method is developing a (blank) of the week… product, service, employee, board member, you name it. This type of content marketing allows consumers to get to know your business better and gives them something to look forward to every week.

One specific example is promoting a Question of the Week. Allow customers to write in via email, social media or snail mail with questions for your business, then answer them every week. This shows your organization’s transparency and eagerness to work with clients on a personal and relatable level.

When it comes to content marketing for your small business, jump on board with these main ideas. The more content you provide, the more involved your customers will feel, and your lead generation will skyrocket. So give it a try, and give it some content.

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