With a properly executed content marketing campaign, a small business can increase its traffic and sales considerably. Today we are going to cover 11 steps that will help you begin a content marketing campaign and make the most of your efforts.
As I define it, content marketing is a form of online marketing (be it through videos, social media, email newsletters, or blogs) that attracts interest in what a company has to sell or offer by providing related, educational content.
You can learn a lot about who your company's target market is through "primary" forms of research done by your business, like distributing a survey, or conducting focus groups. You could also gain valuable insight through "secondary" research, like analyzing the data pertaining to your business and your industry that's already been published by outside sources.
Learn more about your competitors as well and what they are doing to market themselves. Consider how it is that they portray themselves through their content and methods of communication on their website and social media accounts, as well as the ways in which they execute marketing campaigns. Do not make any blind assumptions. See what types of content marketing is proving successful in your industry and how your small business can get the same results.
From there, you can determine more specifically what best relates to your small business and its needs. For instance, under the category of building awareness for your brand, is it more important that your campaign helps solve a problem within your target market or provides them with something that entertains them?
Within the plan for your company's content marketing campaign, include the goals, the target market, the research that's been gathered, what content will be included and through what channel, as well as how it is you will manage the campaign. Use a template like this to get you started on the right foot.
You should also set up Google Analytics to track ROI variances by advertising channel. It may seem like common knowledge, but too many small business owners are still not tracking their sites.
Traditional guest posting is great, but there is so much more you can do to leverage outside expertise to grow your brand, so don't be afraid to think outside the box.
Modern day link building and content marketing have a lot in common. As a small business, you need to get double duty from your marketing efforts. Link building through content marketing is a great way to do just that. Great content can send you referral traffic, create brand awareness and help you improve rankings for key search terms your customers are using. If you don't have the time or expertise, research some reputable link building services to help, just make sure they are doing outreach to real, quality sites so that you get the SEO and content marketing benefits of their work.
Create a strong call-to-action by showing them how people like them use your company's product, enjoy their time at your business or relate to the issue that your business could address for them. As evidenced through a Philips Sonicare email marketing campaign, emails with a single CTA can increase clicks by 371 percent. That's a number your small business cannot afford to ignore.
See what types of content marketing that are out there capture your attention and think about why they do so. What marketing campaigns do you hear your family and friends (and most importantly those in the target market of your small business) talking about? Use what the big companies are doing to market their brands inspire what you do to market yours.
Travis Bliffen is the founder of Stellar SEO, a Web design and marketing firm located in Spring Hill, TN. Travis and his team are equipped to handle any size SEO project and have helped numerous businesses to date build a rock solid online presence. When you are ready for more leads and sales, it is time to get #stellarized. Connect on Facebook or Twitter @theseoproz.