Today, we live in an era dominated by digital forums combined with ever-evolving consumer demands. Most people prefer to shop online instead of traveling to a brick-and-mortar store. As the business landscape changes, it is time for small business owners to think out of the box and unleash their creative marketing campaigns.
Even though social media and email marketing have been popular, content marketing has emerged as a powerful tool. It enables entrepreneurs to create and publish valuable content that engages the audience. It also allows them to connect with the target audience, spread brand awareness, and boost their bottom line.
Further, content marketing allows small businesses to level the playing field with competitors. Content marketing doesn’t involve a massive budget or investment, unlike other advertising mediums. Instead, you can leverage your expertise, writing skills, and industry insights to create compelling blogs that resonate with audiences. Hence, it could be the ideal choice for emerging startups.
If you want to discover the power of content and unlock its possibilities, let us show you the ropes. Here, we have outlined five content marketing tips for small businesses.
1. Curate Shareable Images
The purpose of adding visual content is to promote understandability amongst users. It also enhances the visual appeal, allowing visitors to engage with the content. How about you add a few images to your blog posts? You can download stock images in high-resolution that resonate with your content. Likewise, you can also create shareable images for your content. For that, hire an illustrator and use stick figures with hand-drawn cartoons.
You can use free tools like Canva to make these images without breaking the bank. In addition to being visually appealing, photos will be shareable. Hence, people can share it across their social media forums, boosting your visibility and content reach.
2. Match the 3Cs of Search Intent
Regarding content marketing’s technicalities, look into the 3Cs of search intent. Google aims to match users with the most relevant search results. That means you must show Google that you offer the most authentic search result. Simply put, you must match the search intent with the search query. Search for your target keyword and analyze the top web pages for all 3Cs. Look below.
- Content-Type – if a visitor searches ‘how to learn guitar,’ the top results will be mostly videos. Therefore, you must create engaging videos to rank for this keyword.
- Content Format – it applies to most guest posts, new articles, reviews, and listicles. For example, if a person searches for the best upper body exercises, most results will be listicles. Hence, you must follow the same.
- Content Angle – refers to the main selling point of the content. Someone looking for pearl earrings has the intent to buy those earrings.
3. Create Content Hubs
Lately, the concept of content hubs has become immensely popular. These are forums within a website that cover a particular topic in detail. It has a collection of related blogs and content pieces, all of which are centered around the same theme or topic.
Let’s say you teach coding to young adults. To create a content hub, you will add articles on ‘how to code’ and listicles ‘5 ways to become a coder’ in the hub. Likewise, you can also upload videos and infographics to help people learn to code.
That will provide your users with a forum to access compressive information about their subject of interest. Besides streamlining the user experience, you can monetize this opportunity. For example, you can create the option of premium content. Likewise, for long-form content, request users to sign up if they want to continue reading. These content hubs also positively impact SEO rankings, improving visibility in SERPs, i.e., search engine results pages.
Lastly, these content hubs enable users to position themselves as authoritative sources and industry leaders. You might even come across businesses quoting your content on their sites. That way, you can add backlinks and direct people to your webpage.
4. Utilize Engaging Content Formats
Most marketers believe the content to be words and paragraphs loaded with information, but content comes in different formats. You can choose between long-form, short-form, visuals, and audio content.
Long-form content includes eBooks and blog posts, which can come in handy for attracting backlinks. You can upload articles on different web pages with links to your website to direct all the traffic. However, you must place the link subtly in the content to avoid making it sound promotional.
Besides that, pay attention to the content structure by adding headings and subheadings. It will help readers navigate the article and quickly skim through the parts. In addition, ensure the content is interesting by adding a few media elements.
After all, no one likes reading through blocks of paragraphs. You can add charts, quotes, images, or even illustrations to make the content engaging.
Further, short-form content includes all your social media posts, snippets, and product descriptions. You can also create podcasts, videos, and animations, as such content gives shape and volume to the internet while improving your reach.
5. Answer Complex Questions
Almost every business targets generic keywords in their content, but don’t expect great results with that approach. So, how about you move to target specific keywords? The only way to ensure particular keywords don’t sound promotional is by answering a few complex questions.
Believe it or not, going after complex keyword queries can substantially pay off, helping you rank in Google’s featured snippet. In addition, it will help you drive a ton of referral traffic to your site, boosting your brand.
Users may also trust snippets blind-sighted, which means your brand wins big if Google features it in a snippet. Depending on your business niche, you can look into relevant search queries and answer those questions.
For example, if you own a clothing store and people ask questions like “What can I wear at a formal dinner,” you can answer such questions. It will enable you to target a specific keyword subtly and promote your brand.
In 2023, content marketing has become the need of the hour. Every marketer is leveraging different content formats to spread brand awareness. Now is the best time if you haven’t embarked on this endeavor.
Re-think your marketing strategies and unleash the power of content. You can make eye-catchy videos to captivate audiences, add images, or educate audiences with long-form content. It will go a long way in improving brand visibility, generating leads, and boosting conversions.