Content Marketing for Small Business
I got started with content marketing for small business a decade ago, when online marketing in general was in its infancy and small business marketing with content was almost unheard of. These days we are able to create worthwhile, relevant content more easily than ever. Sharing this content with the people who will benefit from consuming it the most is also a much simpler proposition than it was in the past. It’s the quality of the content you provide that must be considered at all times. Marketing expert Ron Tester has written a post on high value content that is especially important to this discussion. In it he says:
When people search for information online, they look for the same sort of things that a search engine does. They do the search and then evaluate whether or not the information resonates and useful to them. If you always seek to provide high value information to your visitors, you’ll be a lot more likely to not only attract a high quality of visitor/customer to your website, but also to keep them there. Here are some great ways you can provide that high value that people are looking for.
Ron goes on to share two types of content that are also my favorites when it comes to having a content marketing for small business strategy:
Interview Experts – Your audience will absolutely love it if you interview movers and shakers within your niche. What’s more, the more you interview experts, the more people will view you as an expert. That’s how Oprah became the guru we now know today. Not only has she learned from those she’s interviewed, but her audience sees her as an expert in a variety of fields.
Develop White Papers – A white paper is an authoritative paper that either persuades a consumer toward a particular product using facts, or describes problems and offers multiple solutions to the consumer. You can provide white papers on a variety of topics for your audience that will be seen as high value to your audience, whether they’re free or not. If you’re tempted to write one yourself, I recommend you check out White Papers for Dummies. If you’re not sure you should write it, you can find freelancers that can help you write a great one. I hired a great writer on Upwork.
I agree that interviewing experts on the topics that are important to your industry, as well as creating well thought out white papers will set you apart from others who are sharing content. Alex Mandossian is also an example of someone who became well known for interviewing experts in a variety of areas. And we all have downloaded white papers that are detailed and specific in the areas where we desire more information and resources.
Now it’s your turn to get started with creating high value content for your business. Decide which topics you will tackle first and then get to work creating content in a variety of formats that can be shared with and consumed by your target audience.
I’m author and online marketing strategist Connie Ragen Green. I work with entrepreneurs to create multiple streams of online income and would love to connect with you. Pick up my Online Entrepreneur’s Blueprint and get started right away.
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Also published on Medium.