5 Benefits of Content Marketing for Small Businesses.
Updated: May 11
It’s fair to say that business owners are beginning to realise the very importance of content marketing, with 78% of individuals claiming that their organisation now has a comprehensive strategy in this regard.
While it makes sense that firms should develop detailed, and agile content marketing strategies in the digital age, however, achieving this objective is a little easier said than done.
In this post, we’ll discuss some of the primary benefits of creating a content marketing strategy as a small business owner while asking why they’re so advantageous.
Just before we do that, let’s answer the question; what is content marketing?
What is content marketing?
Content marketing is a marketing strategy that requires the constant creating and distribution of useful, relevant, and engaging content to target a specific audience, enhancing the chances of the target customers to make a purchase. This type of marketing doesn’t only improve brand awareness, it helps to stir up a person's interest in a business's product or service.
Now let's look into five benefits of this marketing strategy that can help Entrepreneurs and Small Businesses;
1. Become An Authority In Your Field
When you focus on regularly creating high-quality content, you’re creating an opportunity to become an authority in your chosen field.
Certainly, informed, detailed and long-form content can help to establish your credibility in the eyes of consumers, enabling you to build trust and loyalty with your followers over time.
Similarly, informative content can help create authentic brands, with 86% of consumers saying that authenticity is a key factor when deciding which businesses to like and support.
So, focus on creating content that adds value and is written in a clearly defined tone of voice that’s synonymous with the brand.
2. Build Awareness With Quality Outreach Program
Your wider content strategy should also make room for outreach and external links, with this capable of both boosting your site’s online presence and raising awareness across the web.
The key is to focus on creating high-quality and relevant links, which source traffic from high-authority and trusted sites that lend further credibility to your brand and connect you to potentially huge audiences.
Quality is more important than quantity when performing outreach, so try to adopt a selective approach that helps you to make the most of your marketing spend.
3. Augment Your Website’s SEO Campaign
The term ‘SEO’ is a sweeping one, which includes several techniques for boosting your site’s online visibility and SERPs performance over time.
A key element of so-called “onsite SEO” is the content you publish on your website and blog, so it's crucial that you optimise this and regularly keep your pages updated and refreshed.
For instances where your content may be outdated or link to pages that no longer exist, you’ll need to redirect links to new pages and update web content as one of many other ways of optimising your search engine rankings.
4. Engage Existing Customers to Drive Repeat Business
A key element of any content marketing strategy should be to engage existing customers to drive repeat business and ensure that your budget is spent as efficiently as possible.
The reason for this is simple; acquiring a new customer can cost at least five times more than retaining an existing one, and increasing retention by as little as 5% can increase profits by anywhere between 25% and 95% for business owners.
To achieve this, strive to understand your customer’s behaviour and tastes as individuals, before creating relevant types of content to ensure that they remain engaged at all times.
5. Promote Your Website for Free
Perhaps the most significant advantage of any content marketing strategy is that this provides a free and accessible way of promoting your website.
For example, it costs nothing to incorporate a blog site into your existing website, while the creation of high-quality content requires a time commitment and a willingness to prioritise copy that enriches the typical customer journey.
As you establish your brand as an authority, you may even be able to create guest posts on similarly high-authority sites. This tactic enables you to reach a new and targeted audience without impacting too adversely on your total marketing budget!