Are You Creating Content for Your Small Business? If Not, Why Not?


Are You Creating Content for Your Small Business? If Not, Why Not?

Many years ago, we fell into content marketing quite by accident.

My husband and I had just started a local Information Technology (IT) business from scratch with him as our tech, and we were pounding the pavement with flyers trying to get some momentum. Pretty soon we had a few repeat customers on our books, one of those the editor of a locally distributed free magazine. It was at the same time a page opened up in that magazine. One thing led to another, and we were offered that space for a small monthly IT column. Needless to say, we jumped on it.

My husband was the face and the brains behind the topics, and I was the polisher who made sure the topic spoke to our target market. We wrote for that magazine for just over a year, and it was a great eye opener into the world of content marketing, and why as a business creating good, relevant content is almost essential to growth and long-term success.

What is content marketing?

“Great!”, I’m hearing you say, “I need content marketing for my business. But what exactly ‘is’ content marketing and how do I do it?”

Well, very basically it’s the consistent sharing of knowledge, your knowledge, via avenues such as blogging, videos, podcasts and live streaming.

 Why would I share my knowledge? And for free.

And yep, you’re sharing this for free. But why?

1. Build trust and establish yourself as an expert in your field.

When we started our column, we were new to the area and didn’t know many people. There was an IT guy on every corner, and we were operating in an industry that didn’t have a great reputation.

The monthly visibility allowed us to showcase our knowledge. We wrote about simple, common issues that empowered our readers to be able to ask the right questions of their IT guys. By doing this, we established our business, and my husband, as the local IT authority.

2. Get visitors returning to or subscribing to your website.

We also used the magazine as a vehicle to drive people back to our website where we had more content waiting. And by consistently refreshing and providing relevant content, we ensured visitors returned to our site or subscribed to our newsletter.

3. Build your brand and promote your brand awareness.

In the increasingly competitive world of Small Business, brand awareness and recognition is a key component to your standing out in the crowd.

Content marketing lets you say, in your words, who you are and what your business is about. Our message was that we made IT easy to understand. We cut out the tech talk, meaning our customers could understand us, what we were doing to their computer and why.

So how do I get ‘column space’ for my business? 

That monthly column was our introduction into the world of creating content, but the good news is you don’t need a free magazine or column space to get started. If you have a social media account, a computer or even just an iPhone, you’re good to go.

If you’ve been thinking about blogging for your business, want to create some videos, or just have some content ideas floating around in your head, start! There has never been a better time to begin spreading your message.

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