The typical business owner has a fairly stable gauge for assessing success. Solid revenue, a strong sales funnel, and opportunities for growth. Sure, there are plenty of other metrics you can apply, but these form the core. How a business owner goes about establishing that foundation, however, is open for discussion. At the very least, passively waiting around for the phone to ring is a bad idea. You have to proactively get business.
For many companies, hard sales tactics don’t work. Small businesses frequently can’t afford a dedicated sales team. In many cases, the owners know they’re just not good at it. But one way that any business, regardless of size, can create opportunities is through content marketing. As business models continue to change, a good content marketing plan may very well be the tool that keeps you in business.
Content marketing is the practice of brands developing and curating content that communicates a story which resonates with customers. Readers find the content useful or entertaining and worth sharing. As a result, the brand, product or service highlighted in the story reaches several audience layers. Decision makers who reside within those layers and have need for your services could then pick up the phone or contact you via your website.
Now, before you go throwing every random piece of content up on your website, you must first consider your audience and intent.
Beyond that, after your intended audience reads or views your content, what do you want them to do next? Share it on Facebook or Twitter? Pick up the phone and call you? Sign up for your newsletter? You need to identify your strategy. You should also make sure your content strategy is directly related to your search engine optimization (SEO) objectives – if done right, strong content is the best way to drive improvements in search rankings.
And, oh by the way, the content should be good. A house painter wouldn’t throw a sign in the yard of a home where he butchered the job with unclean lines and painted shut windows. A blog post with bad grammar, absence of style, and lack of thought gets you nowhere. But a well written post might provide credibility and turn a prospect into a lead – a lead that looks at your company as an expert in your field.
Is your organization currently employing a content marketing strategy? If so, is it working? If not, what are you waiting for? Learn more about content marketing with these blog posts.