Ultimate guide to small business marketing

Content Marketing

Content marketing is just as important for your business as anything else. Content that is shareable can be more effective than any amount of money spent on traditional advertising. Search engines love content—the more you have, the more frequently search engines crawl your pages, leading to more possibilities to rank higher. Not only do search engines love content, but more importantly people do as well. Having content that is relevant to your audience and of value is, well, invaluable.

If you are a restaurant, you could blog about your new menu items, and maybe even share a recipe or two every now and then—who doesn’t click on images of delicious food and recipes? If you are a car dealership, you could write content around how to save money on car repairs or how to winterize your car safely. These things would be relevant and useful to your audience as well as many other people, which could lead to social sharing and visits to your page, ultimately increasing your ranking within search engines.

When adding content, you should keep keywords in mind. What keywords do you want to rank for when people are searching on Google? If you are an insurance agency, you may want your site to show up when people search for “insurance” or “insurance in [city]” or “best insurance in [city].” But beware, keywords like “insurance” are hard to rank for because there are many very large companies out there with a ton of content and money backing that keyword. So, if you are a smaller company, maybe you go for a more targeted, long-tail keyword that has less competition so you are more likely to rank. For instance, if you wanted to show up for “quick insurance quotes in Anywhere, USA” you would need to include that keyword naturally in the copy of the post, the title, headers, and alt image tags (if you include any images in your post). Then, of course, you need to promote that content as much as you can to gain the largest amount of viewers possible.

Blog/news

Your blog is an excellent onsite resource not only for sharing relevant and engaging content with visitors, but also for search engine optimization. When planning out your blog content for the upcoming quarter, consider the target keywords you want to be showing up in searches for and build relevant content around those keywords. As you develop your blog posts, you’ll want to include the targeted keywords in the title of the post and also a few times in the body of your post. Your writing style and keyword usage should feel natural to your reader, so don’t attempt to stuff keywords into your content to the point where it feels forced. Use synonyms and related words that improve the quality of your content. The goal should be for a reader to not even catch on to the keyword usage.

Create a blog or news section of the site with information about the products you sell so you can add value to your potential customers. A good way to create local content that people will want to read is by having someone in your IT department or social media team (if you have one) write a weekly blog post between 350-500 words. Remember, it isn’t all about you. Be a good steward of the community. Topics should include information that people actually want to know about. This could include:

content-icon-1

Local events

content-icon-2

Upcoming model launches specific to your brand(s)

content-icon-3

Charity or fundraising opportunities

content-icon-4

Local neighborhood news

content-icon-5

Community construction that could impact residents and/or traffic

Content Marketing

  • Add a blog or news section to your website
  • Curate and publish content around your top 5-10 keywords
  • Promote your content
  • Utilize the many available tools to track and analyze your website traffic to see which content is receiving engagement