Each year, companies spend millions of dollars on content marketing with two goals in mind:
- Attract a larger percentage of their targeted market share
- Increase their return on investment
Broadcast media, digital display, pay per click & SEO are a few marketing resources businesses use to keep themselves ahead of their competition. Without the seemingly unlimited financial resources of large companies, can your small business survive against these marketing powerhouses? You absolutely can with some planning, effort, and long-term strategies. As Rocco Lampone (one of Michael Corleone’s capo regimes) said in the move The Godfather: “Difficult. not impossible.”
Your secret weapon: Quality content marketing.
From a business marketing perspective, content marketing is the information created, posted and distributed (website, blog or social media), providing answers and ultimately attracting customers to your website. In order for this marketing strategy to be effective however, content must be very high quality and provide relevant, useful information.
How to use quality content to attract new business . . . .
- The content provides relevant information to your customer base to establish your brand as an expert in the industry. For example, a small insurance agency on the east coast may want to educate local business owners on the importance of hurricane insurance or a local plumber may want to inform homeowners on the dangers of frozen pipes. Your expertise may attract new business.
- Content should be generated frequently. We recommend updating your blog at least once per week and advertise new content via social media. Social media should be updated at least once per day to attract new followers. The resources needed to generate quality content can be worth the new lead gained as a result. Additionally, Google rewards sites generate up-to-date, relevant content with improved search result rankings.
- Review your competitions’ content. Your competition may have included information on a topic you overlooked. If this is the case, write your own content and expand on it. Ask yourself, “what information can I add to better serve my customers?” and “If I was in need of this service, what questions would I be asking?” Set yourself apart from your competition. The more helpful the information, the more business you will attract.
- When brainstorming ideas, start with the questions customers ask most often. Examples include:
- How do I file my taxes without a W2?”
- How do I prevent frozen pipes?
- I’m starting my first business, what types of insurance do I need?
- What should I do if I get into a car accident?
If these questions have been asked in the past, I can assure you there are others that have the same question. Help them by adding this content to your site.