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If you’re launching a new business, your new website presents an opportunity to go beyond the basic one-page template listing your hours and general information. It’s a chance to create a dynamic experience with relatable, useful content. And when done effectively, your short and long-form content could attract new customers, giving your small business leverage to compete.
For new business owns, a strong content marketing plan can ensure your website goes above and beyond being just a contact information hub. A rich site with unique content, relevant information, tips and tricks can make your business shine and enhance your users’ experience from day one.
Not sure where to start? Consider this your roadmap.
What is content marketing?
Content marketing, according to marketing guru Neil Patel, is "a long-term strategy that uses content (in a variety of formats) to build a stronger relationship with your audience, capture their attention, improve engagement, and improve brand recall."
Essentially, content marketing is the story of your brand and your passion.
Why is content marketing important to small businesses?
Paid advertising campaigns will likely be part of your launch strategy, but a focus on content marketing – from a social media presence to relatable blogs – can have a huge impact (and website hosting fees aside, it’s free).
The main reason many shoppers turn to small businesses rather than nationally recognized brands is that small businesses are in sync with their niche and community. This allows business owners to connect on a more relatable, local level.
A content marketing channel lets you tell your story, share why you started your business and even pepper in some behind-the-scenes content for your customers to enjoy. This personal passion and depth of knowledge can be powerful in terms of building relationships.
Your story lets you share valuable insights about what you do, whether those be dog grooming tips, clothing trends or pointers on maximizing your tax return.
How can content marketing influence customer trust?
Effective web content introduces unique opportunities for companies to build and strengthen customer relationships. By sharing content relevant to your target audience, your business becomes more than simply a seller of products or services. You’re a problem solver, a trusted resource, an improver of lives. And now more than ever, trust is essential to consumers.
Customers turn to businesses with a proven track record when satisfying a need. As your business gains traction over time, maintain a steady stream of quality content describing how you’ve dealt with specific issues; this lets your content serve as a kind of resume for customers seeking your services.
To further strategize and build your content marketing plan, you’ll need to focus on leveraging your content. Consider getting more robust; address industry trends, pain points and solutions, but most importantly: deliver value. High-quality content is a key to alerting customers they can count on you.
How can I develop impactful web content?
For starters, stay current. Content is most effective when it’s timely and addresses a current need. Your business model and customer base are better served when you are relating to customers now, not in 2014.
If your primary customers are looking for a quick drop-in for the best cup of coffee in town, then feature your current blend on Instagram or TikTok. Use hashtags to attract your audience, then get creative when showcasing your products and the people behind them.
If you’re focusing on your website, ensure it’s up to date with sections devoted to your products, services, FAQs and contact information. And make sure your website is optimized for today’s customers, this could significantly impact your business’s growth.
In everything you create, be transparent about your brand and its mission. New customers might be curious to explore a new business, but the consistency of bigger brands might make them hesitant to shop with you. By offering yourself as an authority in your niche, you can help new clients understand your expertise. This is especially important for businesses that deal with important aspects of a customer’s life, such as real estate, car servicing or insurance.
What kind of content should I include on my small business website?
Here are six content ideas:
- Your primary webpage copy should be clear and to the point. Make your brand relatable, not stiff. Find your brand’s voice and stick to it; many businesses develop brand style guides for this reason.
- Does a podcast make sense for your business? This could attract visitors to your website and have its own landing page.
- A small business blog has huge ROI potential.
- Devote a section of your website to resource pages and how-to guides. These could keep customers returning to your page and potentially lead to future transactions.
- Video content is a priority for most brands these days. If you have the means to create compelling videos for your audience, do it.
- Your product and service pages count as content, too! Devote some time to making these pages rich with informational and marketing content.
Takeaway
Using great content can leverage your small business and allow you to compete with more prominent brands. Be unique and offer your clients and customers content that resonates, highlights your expertise and convinces them to buy from you.
For more information
You can find more tips on growing your small business at the BBB.
BBB Great West + Pacific contributed this article.