As a business owner, content creation may be a way for you to generate traffic to your blog or website or promote a new product. But have you considered the potential longer-term impact of web content on your business? Well, we’ve got some proven content marketing strategies for SMEs in 2021 to share with you.
Good content can act like a magnet when you want your audience to grow, pulling in tens or hundreds of thousands of page-views every month for smaller websites while costing only a reasonable portion of your marketing budget and labor.
But how does it work?
It works by posting content to your online platforms to keep audiences engaged. And hopefully, allow you to convert more of those audiences into paying subscribers. Creating content is more of an art than a science. But there’s a lot more still that goes into setting up and running an effective campaign.
So what are some of the things that allow you to create successful content? Without generalizing too much, it boils down to two things. First, what you’re good at as a person (it might be your skills, career experience, talents, personality, knowledge, et cetera.). Second, how well you understand your audience.
You see, it’s one thing to come up with good content, but understanding what audiences want is what will lead to higher conversion and more engagement.
These two things will help narrow down your target audience when creating content so that you have a chance to build a definable brand – and this is important because you need to establish some authority when creating content for any purpose.
Content marketing is still one of the most popular ways for small and medium-sized businesses to promote products and services while increasing their audience numbers and influence online.
How does one come up with a content strategy?
Blog posts are perhaps the most common type of ‘cheap’ content that anybody can put up on their website. But do you know how many blogs are updated every day, and how many people read that material?
Over 3 million blogs are published every day, but many of them never see the light of day. Forever blocked by search algorithms, these posts never show up on the first few pages of SERPs. And this case means that you need to create custom content designed to solve a specific problem for your audience; otherwise, your content won’t show up anywhere.
A portion of the money that would have gone to paid advertising could instead find use to hire people to engage your audience. And this can help promote your brand by offering the kind of content that is most relevant and impactful to your online communities.
We will take a brief look at some of the things that determine the success of a content marketing strategy. And with the hope that more business owners find it useful to invest in original, engaging web content.
Despite the changing trends and rising consumer needs, content is an increasingly valuable part of your marketing campaign. It must be planned out in detail, considering existing technologies, popular content types, and tools such as SEO to help maximize awareness for the brand.
How do I create unique content that drives traffic and sales?
There is no right or wrong way to create content. There’s only a question of what gets more eyeballs. Brian Dean, the man behind Backlinko, did the exact opposite of what bloggers were doing back in 2010: he created 2,500-word articles when everybody else posted 500-word pieces. He went into great detail when discussing SEO or other topics.
It does not mean that long-winded articles are what your company needs to grow. But it does mean that your content marketing plan will have to be organic and require a customized approach for it to have more excellent traction. Here’s where to start:
Proven Content Marketing Strategies For SMEs In 2021
3 Steps to Creating Fantastic Web Content
1. Determine Your Content Marketing Goals
What achievements do you want from your campaign? Have you created content before- and how well did it perform? Is your content marketing team an independent department or an underfunded offshoot of your sales team?
The more questions you can truthfully answer about your marketing goals, the more equipped you will be to make your campaign a success. One decent place to begin is to run a content audit. Have a professional content creator go over your indexed web pages. Also review the social media accounts for your business, and other locations online where you post content for your business.
What they’re looking for is information about how well the content is performing. So pay attention to things like
- High/low performing content
- How often is content posted?
- Topics covered
Have clear and defined goals for what you want to publish on your business profiles and the purpose of posting the content. It will help measure how well the campaign worked.
How well do you know the content? To avoid saturated material, it helps create content around topics that you have some familiarity with and start with minimal research. Engage with content that you know, and find ways to connect with audiences related to the topics you address.
Remember, in many cases, content creation intends to improve brand awareness, pursue leads, and boost conversion. For each of these goals, you should devise a unique content marketing plan to accomplish those goals. Your content strategy should change as you target different segments of the sales funnel.
2. Conduct Thorough Research
How well do you know your audience? If you’re doing your job well, then you should already know every useful detail about your preferred market, including spending habits and how they engage with brands such as yours. After conducting extensive research on your target audience, you’ll determine everything about how the content should look and what it should discuss.
Ideally, you want to start with the following areas:
- Buyer personas
- Are they formal/informal?
- Preferred online channels
- Create profile types
- Google analytics/ other relevant data sources
As you go about researching your audience, your goal should be to identify what problems they have and how you may offer solutions to these problems. Any success you find with your content online will link closely to how you help solve an existing market problem.
Whether it’s stressed out audiences in need of laughs or tips for dog grooming, there should be a problem and a solution; otherwise, audiences might not find your content relevant to them. To learn more about your audiences’ kinds of problems, use online tools to research the commonly asked questions on significant search engines.
Focus more on keywords with higher conversion and topics that yield high social shares and search traffic. The more information you have obtained, the easier it will be to create a unique content plan for your company.
3. Integrate Existing Technologies
Content creation has evolved quite rapidly over the past few years as the content types on social media platforms became more varied. Now, this may not strike you as an essential part of content development, but it is. Audiences need access to different media types instead of just reading plain text; keep in mind that internet users are increasingly the younger adults who grew up with social media.
These audiences have different methods of interacting with websites online. They have to be handled by a content team that understands their language and time online. Do you know that half of Google searches are now voice-search?
Products such as Google Home have promoted the use of voice-activated search among demographics that are also likely to engage using video and infographics more than other types of content.
What are the types of content available to you? Please find your audience’s primary online interaction method, whether it’s video, infographics, podcasts, blog posts, email, or anything else. It means picking your content type based on the idea that it will have maximum exposure to the target audience.
What Are The Competition Doing?
Are your competitors posting the same content as you are? It really won’t matter as long as your content appears more relevant, superior, and of higher value to the consumer because you can expect higher traffic over time.
Research YouTube and video-based platforms to learn more about how you may use video content to augment web traffic and reach younger audiences.
But even as you focus on content for brand promotion or another objective, remember that a full online marketing campaign covers dozens of other vital segments such as,
- Social media
- Content UX
- SEO optimization
- Content promotion
- Consumption metrics
- Mobile optimization
- And much more.
Keep in mind that content marketing is affordable, proven, and sustainable in the long-term. Learn about how your company can use content to reach new audiences, solve problems, promote existing products, or drive traffic to your website.