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Small Business Content Marketing Strategy: How to Start

By Stephanie Clegg, Last Modified
Oct 14, 2013
> Marketing

Forget about location, location, location. In today's business environment, it is all about content, content, content. You might have noticed. We are experiencing a content explosion. Digital content is free flowing everywhere. As a small or medium sized business you have an opportunity to join in, be heard, make a statement, and most importantly increase exposure and sales. But first you have to cut through the noise with a solid content marketing strategy for your small business.

Related:Crafting Content to Maximize SEO and Customer Engagement

Content By The Numbers

Every minute... Twitter users send 100,000 tweets. Facebook users share 684,478 pieces of content. 571 new websites are created. Tumblr blog owners publish 27,778 new posts. Wordpress users publish 347 new blog posts. 100 hours of video is uploaded to YouTube. 27,800 photos are uploaded to Instagram.

Why Content Matters For Small Business Success

Content is extremely important to the overall success of a small or medium sized business for many reasons. It's nothing new, however. It has always been important for businesses to communicate with their customer. What's different is today's customer and how we live. Today's customer is online and people consume content online.

By creating relevant content you are increasing your odds of being found online, through search engines, through word of mouth, and through social media. As Google continues to change its algorithms, SEO tactics are becoming less effective. Blogging and content marketing on the other hand is very effective. When you create high quality and valuable content on a regular basis, the search engines will like you. The reason is simple: the more you write and create, the more keywords you have to be found for. It's important to focus on KEY words and not keywords like we did in the SEO days.

Related:How to Write User-Friendly Content that Google Will Love, Too

By creating content, you will be found through social media because you have something to share. Furthermore, your fans, customers, and potential buyers will also have something to share. Without your own content you will always rely on others' content, and by doing so you will always be promoting someone else's brand. Make sure you make you make it as easy as possible to share your content by adding social sharing buttons on all of your pages. The easier something is, the more people will do it.

All this new traffic will turn into leads. And that is the goal. It's a system called Converting With Content.

How To Start Your Content Journey

1. Set up your blog Your blog is going to be your most important asset besides your website. Think of your blog as your lead generator and your website as your placeholder. Companies that blog receive 55 percent more website visitors and 67% more leads.

2. Identify Your Audience You want to know your audience like the back of your hand. Who are they? What problems do they have? Why do they buy from you? What do they like? How do they act online?

3. Create Content That Talks To Your Audience One major problem is when businesses create and share content that talks to them, and not their audience. Your audience are your potential buyers. You want to hook them with your content. It needs to educate, add value, and be so good that people want to share it.

Related: Hate Writing? Create Great Content in 2013

4. Socialize In order to jumpstart your content on its mission through cyberspace, you need to give it a little push. You should be your own best promoter. Share your content on all your social channels and start building relationships with the influencers who can help you share.

What Types Of Content Are Most Engaging

Remember there is a lot of content out there. Yours needs to be good. What resonates best with your audience will be something you need to test. But generally speaking photos, videos, and blog posts are a good place to start.

Good luck!

Is blogging part of your content strategy? What benefits have you seen from your content creation strategy?

(Image: via

Stephanie Clegg
Stephanie Clegg
See Stephanie Clegg's Profile
Stephanie Frasco is a leading social media marketing consultant and the VP of Social Media at Over the past 7 years, she has worked closely with clients from all over the world to help each of them get more results from online social networks. Through experience, Stephanie has mastered some of the most powerful social media websites. Today, Stephanie provides exclusive social media consulting services to a handful of global clients.
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