The Secret Weapon Small & Medium Sized Businesses Are Using to Crush It Online: Content Marketing
A long time (still in this galaxy), good old-fashioned billboards (you know, those giant posters you see at traffic intersections) were the go-to for getting the word out. With the advent of the digital jungle things have changed, and it’s now all about captivating content that cuts through the noise of the multiple digital (and print) messages that a customer encounters each day. And for small and medium-sized businesses (SMBs), that means harnessing the power of content marketing. Sure, there’s still a place for billboards in many markets today, but there’s so much more that you can layer in so that customers bump into your brand more often.
Fun Facts with Amplifyo
A few years ago, Forbes reported that Americans were exposed to 4,000 to 10,000 ads each day. Our head hurts…and we’re fans of advertising!
Forget about shouting from the rooftops – content marketing is about having a conversation. It’s about building a bridge of trust and relevance with your customers, proving your value, and solidifying your position as a leader in your industry, region, or broader marketplace.
Think of it like this: you wouldn’t go on a date and just start yelling your credentials at your potential partner. Nor would you try and educate a potential customer on everything you do, all at once (Dating tip: in line with this marketing tip, it’s also worth noting that very few people want you to explain the entire Star Trek cannon while you’re on a date). Instead, you’d probably try to engage them in conversation, listen to their interests, and build rapport over time. Content marketing is about doing the same for your ideal customers, and the great thing is, your business gets to prompt the conversation into any direction you think might engage them while still relating the message back to you and your brand (in a subtle or not so subtle way!).
But where do you even start? Let’s break down this secret weapon into actionable steps that any SMB can implement…
Content Marketing 101: The Foundation
Content marketing is essentially sharing valuable and engaging content with your target audience, to build relationships, generate leads, and ultimately drive business growth. This content can come in many forms, including:
Blogs
The digital backbone of content marketing, sharing insights, tips, and news related to your industry.
Videos
Short and punchy video content (think behind-the-scenes, product demos, explainer videos) is perfect for catching attention on platforms like YouTube, your social channels, and on your own website.
Social Media Posts
Consistent social media engagement helps build your brand personality and keep your audience connected.
Case Studies & Testimonials
Demonstrate the real-world value you offer to clients and let their positive experiences speak for you.
Personal Content Marketing
An automated or easy generation of a story (visual or written) that speaks to your customers’ recent activity or underlying behaviours from their interaction with your products or services or business. A big brand example of this is seen in Spotify Wrapped – which summarises your listening history each year and is highly sharable on social media platforms.
Ebooks, Look books & White Papers
Deeper dives into specific industry issues or solutions, that focus on your area of expertise. Use these to build credibility and demonstrate expertise. For business to consumer (B2C) markets these might even showcase your products / services while the focus is still on education – for example a building or renovation company might highlight their particular approach to cabinetry and joinery and then show examples of their work as they describe techniques.
Infographics
A visual way to show information, trends, or other detail in a quick form – ideally always referencing your business or marketplace, or something that viewers can link back to you.
Webinars & Online Workshops
Engage your audience in live, interactive content that offers valuable education or a problem-solving approach.
Fun Facts with Amplifyo
Many of the above examples can be turned into ‘lead magnet’ tools with digital marketing. Even if you’re not able to activate paid digital marketing now, your content can have multiple uses later. More on lead magnets in a future post.
