Content marketing is one of the most powerful tools you have as a small business owner. It is the process of creating content for your website to attract new traffic, increase your subscriber count, and increase your sales.
In this article, we’ll outline several different content marketing tactics that consistently deliver results. Let’s start.
Find gaps in your competitors’ content, then fill them
It’s a good idea to take a look at the content your competitors are posting and see if there are any gaps you could fill. Content gaps refer to different topics in your field that your competitors are covering and you are not covering or topics that no one in your field is discussing yet. Targeting these gaps can help you attract viewers from your competitors and improve your rankings on search engine results pages (SERPs).
Start by performing a competitor keyword analysis. Moz Ranking Keyword Analysis tool is useful for this! Enter the competitor you are targeting in the first field, followed by your own domain in the second. Moz will then show you the keywords your competitor is beating you on. Look for opportunities here! You might see which of your targeted keywords needs a boost or get inspired entirely for new content.
Create shareable content that people will link to
If you are able to create shareable content, it will improve your backlink profile, boost your search engine optimization (SEO), and send more traffic to your website. It is the process of building backlinks or acquiring hyperlinks from other high quality websites that lead to yours. When this happens, Google sees it as a vote of confidence in your authority and thus gives you a boost in the SERPs.
Let’s take a look at some examples of link-worthy content to inspire you.
Neil Patel, a digital marketing expert, uses visual content on his website to complement his articles. In their article on ensuring your online reviews bring you business, Neil Patel uses charts, graphs and more to demonstrate his points and guide the reader through the process. Visual content like this makes an article more engaging, more useful, and therefore more shareable. Other small businesses and digital marketing experts can link to this article to help their audience. On your website, be sure to include helpful images and graphics to break up large blocks of text and make your content more engaging.
Backlinko, another digital marketing expert, has shareable content on their website in the form of ultimate guides. In their definitive guide to content marketing in 2021, they outline everything a reader would want to know about the current state of the industry. The guide covers content promotion, new creative strategies, top trends, and more. Because it’s so comprehensive, a variety of small business owners and digital marketers might be willing to share it for their own audiences. On your website, think about the different topics that you know inside and out. Creating guides on these is a good way to secure backlinks.
Need help? Take a look at the link building services that Loganix has to offer.
Offer value to your audience with free tools
Offering free tools and templates to your audience can be a very effective content marketing tactic, but it’s one that’s often overlooked. When you offer free resources to your target audience, it helps them solve their problems and build their trust with you as a result – it can lead them to spend money with you later.
Think about the kinds of tools and templates you could provide to your audience. If you have a process that you use over and over, think about how you could offer templates or checklists to help your target audience. If you work in retail or cosmetics, virtual try-ons are a great way to add value.
Let’s take a look at some examples of companies that use this technique well.
FreshBooks, an online accounting software company, offers free invoice templates to anyone who encounters them on their website. FreshBooks’ target audience is full of small business owners and freelancers who could do their own bookkeeping. If they find the invoice templates helpful, they might also be interested in FreshBooks accounting software. On your website, think about how you can use free resources to attract people to your business and convince them to use your services.
H&R Block, a tax preparation company, does something similar with their free income tax calculator. Anyone new to this tool can use it to get a rough estimate of how much tax refund they will receive. If a user finds this helpful, they might be more willing to use H&R Block’s tax software in the future. On your website, think about how you can create a calculator that will encourage people to use your paid services.
Create content inspired by your customers’ FAQs
By anticipating customer questions and answering them on your website, you can show that you understand your target audience. This will drive more traffic to your website and ultimately lead to more sales. Start by heading to a keyword research tool like Respond to the audience. Plug in different words and phrases related to your business, and Answer the Public will tell you what questions people are looking for related to those topics. Basing content on these questions is a great way to drive more traffic to your website!
Let’s take a look at some examples of FAQ-based content for inspiration.
Venngage, an online infographic creator, has an article on how to choose the best fonts for your designs. This article is very useful for anyone new to graphic design! Venngage explains why fonts are important, how to use fonts to evoke emotions, and more. Not only does this article show that Venngage knows what they’re talking about when it comes to design, but it’s a helpful article that answers their target audience’s FAQs. On your website, think about how you can help answer questions from people who are new to your field or industry using content.
Dollar Shave Club, an online shaver subscription service, answers common customer questions in the article on hair gel, hair pomade and hair paste. This article describes what each styling product does, who would want to use them, and more. This is a very useful guide for men interested in personal styling products. People new to this guide might also be interested in Dollar Shave Club’s other products, making it a very effective tool for finding new clients. On your website, think about how you can present your products as FAQs to attract more customers.
Post content that showcases your expertise
Expert content creation can bring your target audience to your website! It’s part of showing your EAT, synonymous with expertise, authority and reliability. This is something Google’s algorithm has been paying a lot more attention to lately; In short, search engines only want to direct their users to reliable and accurate information, so website owners need to create content that shows they are knowledgeable sources of high-quality information. Plus, this strategy will build trust with your audience and lead to more sales.
Let’s take a look at an example of content that showcases expertise for inspiration.
Florin Roebig, a Florida-based litigation law firm, showcases its expertise in its article on semi-trailer accidents. The article covers types of truck accidents, common causes, when to hire a lawyer, and more. It is very comprehensive and shows that Florin Roebig is an expert in this type of accident, an excellent selling point for a personal injury lawyer! For this reason, it’s a great way for them to attract new customers to their business and build trust. On your website, think about how you can create content that shows you know your industry well.
Reuse your content to make it go further
Different people like to consume content in different ways; it’s worth presenting the same information in different formats to reach different segments of your audience. Before repurposing your content, consider running a survey to see what types of content your audience members like. You might find, for example, that younger audience members prefer video, while older audience members prefer blogs and articles.
Here are a few different ways to reuse your content:
- Turn a blog post into a video.
- Transcribe an interview podcast.
- Collect content and turn it into an eBook.
- Find internal data on a topic and do a case study.
- Turn studies or research into colorful infographics.
Google has confirmed that redirecting content doesn’t hurt your SEO. Look at your content and think about how you could present it in different formats!
Content marketing is the key to a successful e-commerce business. In this article, we’ve outlined several different strategies that always yield results, including repurposing your content, demonstrating your expertise, answering FAQs, and more. Take a look at your existing content and see what you should do next!