The saying ‘content being King’ is so true, and with approx 1.6 billion websites and more than 70 million blog posts published each month, there is a LOT for your audience to choose from and click on.
At OnBrand, we often find that people simply don’t have the time to look after their own content, but it’s a crucial part of your marketing mix delivering valuable and relevant content to users, you can improve your online reputation, build a community and grow advocates of your brand. Engaging content marketing will result in loyalty and trust from an audience you want. Once you have that, more quality content gives you strong customer relationships, increased profits, and a loyal subscriber base.
But, as a small business owner what does this mean and how can you deliver an engaging content strategy? How can you make anything and everything you say and post seem fascinating and get your clicks going crazy?
Whilst creative content is of course key to any successful content campaign, ensuring the fundamentals are in place is what’s going to lead to success and growth.
Let’s start with the importance of branding.
Work your personality
As a small business, you need to use your brand personality – big brands need to work hard to build this. But as a small business you have the advantage of your team bringing their personality to the table and being part of the brand experience. There is no way of underestimating that real personality helps people connect with you as a business.
Try new things
Don’t be afraid of trying new things. We know that the best ideas aren’t limited to one format. Think about video ideas, written papers, social media ideas, blog post ideas and infographic ideas.
Stay focused on your KPI’s
Whatever size and type your business is, you have to ensure that KPI’s are aligned with your mission and goals and that you know and understand your audience. What do you know about their social media preferences? Are you clear on their sales journey and capturing them along the way.
How are you putting their priorities central to your content planning?
And of course, reviewing and monitor your analytics is essential. Tracking your performance will allow for learning and then the ability to change and adapt to ensure you are hitting your goals.
Research undertaken by semrush.com has shown that content marketing is 13 x more likely to generate ROI compared to traditional marketing but it takes a lot of work, and a huge part of that is coming up with actual content marketing ideas.
So…how the heck do you do that? Why not start with our top 10 tips to get you going?
- Write a content plan and have goals
- Keep content consistent and up-to-date
- Repurpose your content
- Show your expertise and deep understanding of a topic
- Bring your brand to life and be consistent – bring personality and language right from the people who work for you
- Use data to strengthen your points
- Publish original research
- Show the inside scoop of your day-to-day
- Use influence to spread a powerful message
- Hint at a secret they can’t miss out on