Content marketing is powerful for attracting customers to your small business.
Did you know 60 percent of people are inspired to seek out a product after reading content about it?
This is one of the reasons why you must create and publish content for your business.
Great content will attract customers, engage them and give you the opportunity to build long-lasting relationships.
What is content marketing?
According to the Content Marketing Institute, content marketing is:
“A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action”.
Planning and creating content that’s aligned with your business goals, your brand and most importantly your audience is essential for social media success.
Everything you create and publish online must have a purpose for being there.
If you randomly share individual posts, tweets, images or other social media content that doesn’t have a real purpose, then you run the risk of losing your audience’s attention forever.
It takes more than one piece of content to attract and retain a customer.
Instead, create a strategy that will attract new customers and take them through the buyer’s journey.
If you provide valuable, relevant content at the right time you will be seen as helpful, supportive and professional.
Content that serves your audience will get you notice online and you will be remembered.
Listen and understand
Listen and get to know your target market. The more you know the easier it will be to connect, engage and communicate with them online.
It will be easier for you to attract new customers and engage in conversations.
Through social listening and with the right data and insights you will be able to create targeted content that attracts new customers and moves people to take action.
Show up every day
There is no such thing as an overnight success.
If you want results you’ve got to put in the work and commit time each day just like you do with any other area of your business.
Content marketing is a long-term strategy and investment in your business.
To attract customers you must consistently create and publish quality content that will help your audience.
Don’t add to the noise online.
Create content that’s of real value to the people who you want to attract.
Create content that’s meaningful.
There is no exact formula for how much content you should produce on social media because every business and every community is different.
Your business is different to my business and our customers are different too.
Conduct research and see what others inside and outside of your industry are doing on social media.
Seek inspiration and ideas but don’t copy what everyone else is doing because it simply won’t work.
Instead, run your own race and show people why your business is unique.
Make it shareable
Target your content to your audience with the view to educate, inspire, empower and entertain.
Make your content compelling and relevant and it will be more likely that your customers and your target market will share and engage with it online.
If you talk to everyone no one will listen.
If you’re specific, you’ll be able to capture the hearts and minds of your audience.
How do you use content marketing for your small business? I’d love to hear your thoughts.
Annette McDonald is a print, design, brand and advertising expert. She is an innovator who has changed the way the
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