Content Marketing Strategy Tips for Small Businesses
It is important for any online business today to pursue content marketing if they wish to improve their Page rank and advance in the SERPs. High-quality content and a far-reaching campaign can do wonders for any website. It definitely needs plenty of time and effort from a team composed of writers, SEOs, and marketing advisers, among others, that a reliable SEO company is sure to be able to provide. Although it is not impossible to produce high-quality content and “SEO” them on your own, you cannot deny that an SEO companymay be able to do a much faster job of improving your website stats and produce conversions.
Big companies and well-funded businesses won’t have a problem paying for these services. However, for small businesses, it is not a luxury they can afford. That doesn’t mean they can’t pursue content marketing by themselves, though. The results may not come as quick, but with diligence and dedication you’ll surely get there.
Here’s how you can go about your content marketing campaign:
Make realistic goals and timelines.
It’s good to dream big and aim high, but you have to keep yourself grounded in reality at the same time. There’s always a road to be trekked towards a destination, and each step forward, no matter how small, is still advancing you towards your ultimate objective. Don’t expect to be the very first in the SERPs after your first content marketing campaign, for example, and instead set a target traffic rate for your campaign. Once you achieve that, you can then move on to a more ambitious goal.
Produce/Procure high-quality content.
There are many freelance web content writers today that charge far less than an SEO company but can still maintain a high quality of work. Plenty of small online businesses are actually doing this too. By outsourcing the writing job, they can devote a greater bulk of their time in the SEO aspect of content marketing.
Before you submit those articles on directories or post them on your blog however, you also have to screen them according to certain criteria:
- The articles should be something that interests your target market, otherwise they won’t be found and carry out their purpose.
- They should have just the right keyword density and contain a variety of keywords and phrases to boot.
- They should be well-written and well-researched.
- No duplicated content.
- The general tone should be suited to the backgrounds of your target readers/market.
- They should be able to elicit emotions from your readers. Empathy can be a strong push to secure conversions.
- If you’re going to include a link back to your site, its anchor text should be a useful keyword or phrase.
If you produce your own content or at least contribute significantly to the quantity of articles for your content marketing campaign, here are additional tips on writing and coming up with new ideas for articles:
Use Google Alerts to your advantage. Know immediately if there are developments in your niche so that you can be one of the earliest to talk about it. By the time the greater public can catch up and start searching for it online, your content will already be up and running and waiting to be read.
Brainstorm with your partners and fellow writers for new content ideas.
Take frequent breaks if your brain seems to be sluggish and the words are difficult to let out.
Edit your work always. Ask someone else to do it if you don’t like editing your own work. The important thing is to double check the content for typos and errors in the facts presented.
If you’re going to recycle ideas, add in something new and write from a different perspective.
Don’t discard incomplete articles or edited-out paragraphs that are nevertheless excellent. You might be able to complete them next time or create new articles based on those removed paragraphs.
Keyword research is always a requisite for content generation and marketing. Don’t send out content that’s not optimized for your website’s benefit, otherwise you’ll be wasting—or at least underutilizing—a great deal of resources and article output.
Organize the content used for your marketing campaigns.
Organization is important because it will help you keep track of the websites, blogs, bookmarking sites, article directories and so forth where you submitted your content. More than organizing, you should also keep a log of the content that you used for link building, for example. Keep records of the URLs and the page in your site where they lead to. They will be useful for when you want to do a link profile cleanup and remove all the lower-quality links that seem to drag down your overall link quality.
Have a content marketing plan in place.
Prepare a list of the article directories and bookmarking websites where you plan to submit your content. If you want to do blog commenting, guest posting and outreach link building, create a timeline and develop your strategy on how to approach potential link partners. Assign somebody to work on your social media optimization. Create videos and images if necessary (they are, after all, still content). Do your keyword research and use your findings to your advantage.
It will take time before your campaign can generate significant results. It will be longer for some, but don’t lose heart if you fall under this category. As long as you don’t lose momentum as your stats climb up, then you must be on the right track.
Turn on your marketing machine.
You need to draw attention to your content as well. Depending on what your target audience is you can do some gimmicks to promote your content. You can become a guest blogger, for example, and expose your work to the online community that has been formed within the host blog. Participate in forums, converse with other people, and contribute facts and your knowledge about topics you know very well. This helps establish your credibility and lets you earn followers as well.
If you want to target a local audience, write articles about the local scene. You can even apply at a local news website and offer to give them news and stories that they are looking for. Local reporters are actually looking for something new to report each day so they’d welcome interesting scoop that comes their way.
Content marketing is more important now, what with the Panda policing content quality and the Penguin keeping strict standards for link building (which is rooted on content as well).