Small Business Content Marketing: How To Get Yours Right

As a small business owner, you’re probably already aware of how content marketing can contribute to your success. The only problem is, content marketing can take a lot of time, effort and research to get right. The whole point of it is to attract customers and engage them in your business, but if you do it wrong, it can be enough to stop businesses trading altogether. So, it goes without saying that content marketing is very important. Here’s how you can get your right.

Know Your Target Audience

It’s such an important aspect of getting your content marketing strategy right. Without knowing who your target audience is and what is most likely to grab their attention, you may as well forget about the other steps. Before doing anything else, make a conscious effort to understand your customers and their lives. Think of it as your customers speaking a different language to you. Before you attempt to sell anything to them, you need to learn their language. Up to 44% of all content marketing campaigns fail because too little research was done on the target audience.

Get Talking

Social media is a wonderful tool when it comes to business and engagement with customers. You also have the benefit of free advertising. However, many small businesses spend time and effort creating social media posts and find they get nothing out of it. What are they doing wrong? It could be many things. Posting once a day and allowing your target audience to forget you won’t do your business any good. You have to stay in the minds of your audience, which means coming up with new posts for each day. You can also use social media to drive traffic towards your website and blog.

Content Map

With so much content being produced on a daily basis, it can be easy to lose track of your goals or forget about the needs of your target audience. Producing a content map will allow you to stay on track and get top results. So, what do you want your audience to take away with them when they view your content? How do you make your content appealing to your target audience? There are so many free resources you can use online to create unique and attractive content. Remember, it doesn’t always have to be a generic post. In fact, most social media users will respond better to pictures, infographics and videos. Use your map to stay focused and create a great content plan.


Often times, small businesses tend to forget about FAQs sections or don’t spend much time on creating detailed information. Your FAQs section should be part of your content plan and should be updated and maintained as the business evolves. If you can predict the questions your target audience may ask and give them the answers ahead of time, you’ll have successfully engaged with your customers on the most basic level, but it’s the best place to start.

Developing content is easy, but developing content that keeps your customers engaged is much harder.

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