If you want your business to succeed today, it’s pretty important to pay attention to content marketing. Content marketing – as opposed to traditional marketing – is when a company creates and distributes valuable content. This is to convince a person that that company is trustworthy, knowledgeable and ultimately to become a paying customer. Content marketing can take many forms. Some of the popular types of content marketing include blogs, newsletters, white papers, eBooks, online calculators, quizzes and more.
If you haven’t made your way into the content marketing world yet, you may feel intimidated by the scope of it all. While it’s possible to tackle many avenues of content marketing, you don’t have to hire a professional team and spend a fortune to take advantage of the marketing strategy. If you feel like content marketing might be too expensive for your company, you’re not alone. Recent studies have shown that at least 65 percent of companies find content marketing to be too expensive.
However, despite content marketing’s reputation for being a costly marketing tactic, it’s actually totally possible to take advantage of the power of content marketing with only a minimal budget. You can still easily create content that draws potential customers in and ultimately convinces them to buy, without breaking the bank. Here are some of the best content marketing strategies for small and medium businesses who only have a small amount of money.
1. Create a Blog and Post Regularly
Incorporate a blog into your website. One of the most popular free website platforms that allows you to easily do this is WordPress. By creating a blog and then populate it with regular content that is optimized for keywords related to your business assists on two fronts. This can boost and expand your keyword rankings plus create a rich resource of content that people can look through when they discover your company.
2. Turn PowerPoints into SlideShare Posts
SlideShare is a popular platform that allows companies to share their presentations. If you’ve made PowerPoint presentations to investors or board members to report about the state of your company (or something in your industry), turn those presentations into SlideShares. This gives a whole audience of people access to the presentations you’ve given, and they’re a free resource that are easily re-purposable into content that can be used for promotion.
3. Use Social Media
Some people think that social media marketing and content marketing are two totally different marketing arenas. However, in reality, the two are intertwined and they can work together to give your company a much-needed, budget-friendly push. Use all of your social media channels to promote your blogs, eBooks, white papers or any other materials you create. To do that, post links to content on your social media pages — that way, your social media followers will not only be able to see and access them, but also share them with their own networks. Also, be sure to take advantage of multiple social media platforms like Instagram, LinkedIn, Twitter or Snap Chat to diversify your content and to share things like video and images.
It’s also important to utilize the social media platform that is right for your business. A company that specializes in financial advice might have more difficult time curating content on Instagram. But will have a much easier time posting and sharing articles on LinkedIn. You need to be where your audience is that suits your business, otherwise your efforts at the end of the day may be ineffective.
4. Focus on Quality before Quantity
If you spend any time on Twitter, you’ve probably noticed businesses who Tweet 10+ times per day — and it’s ultimately annoying. Rather than focusing on the volume of content you put out into the world. Focus on the quality of the content that you create. If you only have time to write one really high-quality blog post per week, then focus on that. The point of content marketing is to prove that you have something valuable to offer. If you take your time creating your content, you’ll win over a lot more people than you would have if you simply focused on posting all the time. Once you’ve got processes in place to create quality content, then leverage the quantity. This could be re-purposing other bits of content such as existing quality marketing collateral.
It’s also important to focus on who you are targeting this message towards. By utilizing analytics platforms you can dig into demo-graphical and geographically targeted data to find out who and where your audience is coming from. Knowing this information can help assist building quality into the curation of your content marketing strategy.
5. Do a Simple Content Audit
If you want to figure out what content is working for your company and what is not, do a simple content audit. If you don’t have the budget to hire a professional or invest in pricey software, simply sit down and make a list of the kind of content you’ve created and released — and the level of engagement you’ve gotten with that content. You can use analytics tools to find more concrete numbers. Once you see what is working for your company, focus more on creating that type of content. When dollars are scarce, it pays to invest them in the things that you are certain are going to work.
6. Take Advantage of User-Generated Content
One easy way to generate more content than you can on your own is to re-share user-generated content. Re-post photos that your followers took of your company or your business. Or share blog posts of other thought leaders that you follow (and that follow you). Sharing content by users is not only a good way to get more content when you’re feeling strapped, but it’s also a good way to get consumers engaged and feeling like your brand is connected with them.