For local small business owners, content marketing is more than a trendy marketing buzzword. Content marketing — or using content (blogs, videos, social media posts, etc.) to market your business— can be a highly effective part of your overall online marketing strategy.
Content marketing can work for almost any type of local business. Whether you’re an accountant, a contractor or a retailer, incorporating content marketing into your online marketing can help you accomplish several goals:
The cool thing about content marketing is that customers actually like it — that is, if you do it right. Here’s what customers want to see from your content.
Informative: Nine in 10 consumers in a recent study agree that brands should provide value-added information to their customers. What exactly does value-added information mean?
Accurate: In a study by Adobe, consumers ranked accuracy as the overall most important quality that content can have. Make sure to proofread the content you create and share, checking for mistakes, grammatical errors or typos. If you don't have someone in-house who can create quality content for you, there are plenty of marketing writers who can handle the job; check out sites like Freelancer.com or Guru.com to find one.
Mobile optimized: It doesn't matter how informative and accurate your content is if it's too slow to load or if customers can't see or use it on their mobile device. Half of consumers in the Adobe study say they will abandon online content if it takes too long to load (47%), if they can’t interact with it on their device (45%), if the images won’t load (44%), or if the content doesn’t display properly on their device (34%).
Now that you know the basics, the following online marketing tactics will take your content marketing up a notch:
Once your content marketing starts generating leads, be sure you have a lead management system in place to follow up with them. Lead Stream can help with that—as well as with SEO, PPC and all the other elements of lead generation.