Pick any day of the week and there’s one thing on every small business owner’s mind – creating new content for their website. Small business owners created content only when it suited their company’s internal needs – say, when they had a new product to promote. Well, inbound marketing forces you to give up that approach.
Now small business owners need to produce a constant flow of new content, from blog posts and social media updates to videos, ebooks, and webinars. This content serves them in many ways: it improves their search engine rankings, drives traffic to their websites, and helps to nurture existing leads. But it can’t be just any content. It has to be relevant, remarkable content. Constantly coming up with new content can be overwhelming. When inspiration dries up, you risk falling into two equally dangerous traps. If you stop creating new blog posts, videos, ebooks or other content pieces, you turn off a major source of new traffic and leads. Or, if you panic and start pushing out content that’s a bad fit for your audience, you risk attracting the wrong kind of visitor while driving away good prospects. So how do you keep up?
Small business owners must have a detailed picture of their target audience in order to create optimal content for them.
Who are your ideal customers and prospects?
What are their biggest concerns, needs, and interests?
Where can you reach them – on search engines, social media, or blogs – and what kinds of content do they prefer?
These questions will help develop buyer personas and typical online behaviour.
W hat do they do online? Do they read blogs?
Are they active on Twitter, Facebook, or other social networks?
What kind of search terms do they use? Are they email newsletter subscribers?
What kind of information do they tend to consume online?
Educational pieces? Trend articles? Interactive tools like calculators or worksheets?
Do they watch videos or listen to podcasts?
Which of your products do they spend the most time researching?
How do they use those products?
Now that you’ve constructed buyer personas and developed a better understanding of your audience, don’t rush to create new content for them. Content audits are a great way to see how well you’re covering the topics that are important to your audience, and whether you’re maintaining a good mix of content types. Auditing your existing content also helps you find holes that you can fill with new content pieces, or identify great pieces of content that can be repurposed into other formats to reach even more prospects.
At Milkshake-factory, we are on a mission to make your small business marketing hassle free. You will find a lot of articles on our blog that can help you gain insight in the world of digital marketing. We hope these are going to be useful to you and we also look forward to your feedback on what else would you like to learn to help you to grow your small business. Consider hiring Milkshake-factory, complete marketing solutions, for all your marketing needs, contact us for a FREE consultation.