How often do you look at a company’s sales copy and wonder whether that company is telling the truth? If you’re like most consumers this happens all the time.
Content marketing is the answer to that. It’s the key to success in the world of small businesses. It’s an affordable and relatively simple way of gaining exposure. The importance of a good website can’t be ignored because that’s your main platform. Once you have your website in order it’s time to concentrate on content.
We’re going to look at the secrets of how small businesses can be successful at content marketing.
Go back to the first line of this blog and you’ll see it’s all about trust. Trust takes time to build, but the root of trust is transparency. Through content marketing, you need to demonstrate transparency. Don’t spare on the details of your business and be willing to provide an insight into what your company is doing behind the scenes.
This type of content is exciting, unique, and interesting. You’ve always heard about how important original content is. Content with high levels of transparency is the best content you can possibly hope for.
The average person moves like a sheep. When you go through the steps to start a business you’ll find it hard to attract people. Any content you post will have little to no social proof. Nobody likes to be the first to like, share, or comment on a post. They want to follow what others are doing. That’s why getting your content marketing campaign off the ground is one of the hardest challenges you’ll face.
Focus your efforts towards getting this social proof early. Produce engaging content that people just have to comment on. Engage your followers directly and they’ll reply to you. Don’t sit back and wait for others to find and engage your content. That’s an amateur mistake so many businesses fall for.
Your customers are creatures of habit. Most people don’t like change. If they know that you post new content on Friday afternoons that’s what they’ll expect and breaking that consistency breaks the trust of your target market. Be consistent in your content marketing efforts, instead of acting in little bursts.
This applies in a variety of ways. First, it’s in how often you post. It’s also in the type of content you post and the voice you use. Another area of consistency you need to be aware of is whether you’re meeting the needs and expectations of your customers.
Consistency is key if you want to succeed with content marketing.
Excellent Customer Service
Nobody wants to feel as if they don’t matter. Content marketing should also form part of your customer service. It’s in the way you deal with people who disagree with your take on things. It’s in the way you speak to your target market. For example, coming across as pushy or aggressive will do you no favors.
So how do you develop good customer service?
You must be able to form a connection. Take your customers by the hand and guide them in the direction you want them to go. If you’re transitioning to the cloud and customers are going to notice some changes, you have to use the power of your voice and the power of your content to encourage customers to go with you. Convince them of the benefits to them and reassure them that disruption will be minimal.
Content marketing is your channel to your target market.
Can your customers depend on you?
All successful brands have customers that depend on them. They trust them and they know that they can expect a certain level of service. Dependability must happen over a long period of time. You’re not going to do it overnight.
Dependability in content marketing all goes back to trust. We started this guide with trust and we’re going to end with it. You can’t force customers to depend on you. All you can do is produce unique content with a consistent voice on a regular basis. Value your customer’s time and develop that dependability – and ultimately that high level of trust.
If you can do what’s right for your business there’s no telling where your brand could go.
What do you think is the best way to run a successful content marketing campaign?