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Elements of a Small Business Content Strategy

Friday - December 7th, 2012

Written by: Tristan Pelligrino

Elements of a Small Business Content Strategy

Marketing is undoubtedly a key component to ensuring long-term success with a small business. These days, a small business’ website is more important than ever to obtaining new customers and nurturing the relationships with existing customers. Keeping this in mind, companies need to focus on developing compelling content to gain consumer interest in their products and services.

First and foremost, content is one of the main factors to maintaining a highly effective website. If you produce useful and informative content about your products and services, bounce rates decrease and visitors stay on the page longer. Furthermore, search engines love sites that help users and good content contributes directly to higher rankings. Content marketing, more specifically, is the process that facilitates the creation of blog posts, photos, white papers, case studies and videos. Ultimately, content marketing boosts brand awareness and it is important for small businesses to employ a strategy for developing content for their website.

What is considered good content for a small business?

When content helps users accomplish their goals, it is appropriate. Writing appropriate content requires researching and trying to understand user behaviors and goals. On the other hand, content must also be appropriate for your business in that it helps increase sales and drives website visitors to a specific action.

What are the core elements of a small business content strategy?

The following steps are the major components of any effective small business content strategy.

Establish Objectives

First and foremost, it is important to establish an objective for your website content. One of the ways that a small business owner can establish a purpose is by developing a short, one or two sentences, mission statement. This statement allows not only the business owner, but other key stakeholders an opportunity to get on the same page. If you own a local specialty furniture store, you may have a statement like this: Our goal is to inform customers about the quality and function of our furniture while stressing the importance of using local resources.

Evaluate Current Content

Once you have established a goal for moving forward, it is important to evaluate your current content. Analyze how customers interact with your site, determine how customers get answers to questions and identify opportunities for improvement.

Establish a Plan for Developing Content

If you have a goal and have identified specific content items, it’s important to develop a plan for producing the content you need on your website. Here’s a short list to use:

  • Assess where your business is in terms of resources
  • Build a spreadsheet of the content to share online
  • Identify tactics and assign projects to the appropriate writer or designer
  • Develop an editorial calendar and determine how content will be shared with users

Execute the Project

Once your plan is established, it’s time to get the process started. Here are some key action items:

  • Inventory the roles and responsibilities for content, and measure how well the content performs on websites, social media, etc.
  • Identify strengths/weaknesses in content and update the plan
  • Share content through other sources and social networks and channels
  • Find out which content and tactics are driving up levels of commitment to your business goals
  • Share results with management
  • Demonstrate how business actions are producing real return on the investment

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