If we started naming all marketing options that a small business has, we’d end up with a pretty long list.
Facebook, Instagram, Twitter, and Pinterest are mandatory. Each business also has a website, and most have a blog, too. Email marketing is still a valid practice. Many small businesses engage in local marketing practices. They print out brochures, publish radio commercials, and promote themselves through billboards.
There is one thing that connects all these practices: content.
Great content will drive traffic to your website. It’s what makes the difference in clicks, likes, conversions, and everything else that defines the results of your campaign.
In Keap’s 2020 Small Business Marketing Trends Report, only 13% of the respondents said that distributing content was an important goal when using social media to market their business. At the same time, 43.6% of the respondents said that they didn’t know if their marketing efforts were effective.
Maybe that’s the trick. Small business owners need to focus more on distributing content, so they would see better results from their promotional efforts.
Guide on Content Writing for Small Businesses in 2020
1. Know What You Already Have
Chances are, you already have some content out there by the time you’re reading this article. What kind of content is it? Start by doing a thorough evaluation, so you can take steps towards improvement.
These are the questions to answer:
- Are your blog posts, social media posts, and all other publications written in the voice of your brand?
- Are they written for a particular target audience?
- Are you already getting good results from a particular type of content?
- How many likes, shares, and comments does an average post get? How many would you want to get?
- Are your posts unique when you compare them to the content that your competitors publish?
- Do they offer practical solutions to particular issues that your audience faces?
When you analyze your published content through these questions, you’ll figure out what it misses and what aspects you should keep.
2. Make a Content Marketing Plan
After evaluating your published content, it’s time to plan the new steps.
Remember the main rules of content writing:
- Your posts must convey the brand’s voice
- They should be focused towards a target reader
- They must be unique
- They must deliver solutions and value
If you analyze a competitor who’s successful with their content marketing, you’ll see how they meet all those standards.
When planning your content calendar, you want to achieve the same goal, but you’ll do it through unique content. You can look through school essay topics ideas to get new ideas. A blog post is not much different from an essay. It needs a thesis statement in the beginning, arguments that prove that thesis, and a conclusion with a solution.
3. Hire Writers
How many blog posts, landing pages, guest posts, and social media posts do you publish per week? If you want to share different types of content, you’ll have to write something every single day.
Can you cope with such a challenge?
Let’s face it: when you run a small business, you can’t afford to spend at least two hours writing every day. Do you know what successful business owners do? They get dissertation help from professional writers. Writing agencies will pair you with a writer educated in the niche of your business. They will take your content marketing calendar, and they will develop content based on it.
You can also consult your writers when developing the content calendar. They can help with audience analysis.
4. Measure the Results
You are not measuring the number of posts you publish on a weekly or monthly basis. You’re not measuring likes, shares and comments for the sake of reaching higher numbers. What you need to measure is the return of investment.
You can evaluate the success of your marketing campaign when you pay attention to the leads, sales, onsite engagement, web traffic, and social media engagement factors.
It’s not easy, so most small business owners hire marketing agencies to help them with this aspect. But hey; you can make an attempt and rest assured that you’ll be getting better with practice.
Deliver What Your Audience Wants
Essentially, that’s the main rule for successful content marketing.
You won’t write content just for the sake of publishing something. You’ll do it because your target audience needs solutions that you can provide.
Everything will seem complicated at first. After the first report, you’ll realize that you know what you’re doing. The experience will teach you.