Small business digital marketing will include creating content for the company blog. Creating content for relevant publications should also be high-quality, as it directly represents the business. A lack of content on a company website can be a warning sign to visitors.
A website with little to no content might be viewed as illegitimate or as a ploy to steal credit card information. Creating content will not be enough to climb search engine rankings or generate website traffic. The following are content marketing tips for small businesses to help them compete with larger competitors.
Table of Contents
Building Backlinks with Quality Content
Backlinks are going to be important when it comes to ranking at the top of search engines for keywords. Backlinks can be built using a number of outreach tactics, and getting shares from popular websites can lead to hundreds of backlinks from a single piece of content.
Local SEO in Denver will differ immensely for certain businesses than in New York City. Saturation of a market can lead to local SEO becoming far more difficult due to a plethora of competition.
Manual outreach works when pitching pieces of content that will provide value to a website. Even asking relevant publications about what types of content they would like can garner a backlink for a small business. Previous articles that the brand has published in the past should be included in the email.
A publisher might respond knowing the quality of content they could receive. The backlink will likely go naturally in the article or in the author bio provided.
Broken link building can also be done by identifying articles with broken resource links that would fit a piece of content. Some publishers might want compensation, while others are happy to insert a link to improve the quality of their content.
Social Media Promotion Matters
Promotion via social media should be done for every piece of content that is created. Even promoting a new page for a new service offered is imperative. Figuring out which social media platforms to promote a post on is important. You can post on multiple platforms simultaneously but ensure to include things like hashtags and a photo.
Instagram is a great platform for businesses that rely heavily on imagery, and Pinterest might be great for a food product brand as it is popular for sharing interesting recipes. Twitter helps spark conversation but beware, as this is one of the wildest social media platforms out there. Trolls are common on all of these platforms, but rather than respond, blocking certain accounts is far more efficient.
Responding To Comments on All Contributed Content
Responding to comments on the blog or on a contributed article is so important. Engagement is not lost on consumers or search engines. Social traffic can help a page move up search engine rankings if it is being visited from other sources simultaneously. Building a sense of community becomes far better when interacting with those consuming company content regularly.
Answering reader questions from previous articles on a podcast or in a piece of written content matters. The sense of community that is built when comments and questions are answered can be unmatched.
Track All Money Spent on Digital Marketing
Tracking all money spent on digital marketing can be so important. There are tools that will generate data on nearly every marketing campaign completed. The importance of data is the capability of the information to help shape future marketing strategies. With data, educated guesses will be relied on, which is far less reliable than concrete results of the past.
If the digital marketing agency you have selected isn’t presenting results clearly, hiring an expert consultant can help. You might find the agency then you have selected is creating generic content. The problem compounds when the articles are published on low-quality sites for payment without disclosure.
Building The Reputation/Tone of A Small Business
The reputation of a small business can be managed with the right PR pieces. Creating content around an event held for a charity or cause in the area is a perfect example. Even the response to online review is content being put out by the business. Consumers flock to online reviews to see if a business is worth spending money with.
Combative responses are rarely wise, although there are blatantly false reviews that competitors might write. A complete lack of response is the worst thing a consumer can see outside of very low reviews with common themes. No response shows a lack of care about salvaging a relationship with an unhappy customer.
Content marketing should not be taken lightly by a small business. Building a brand is all about the various types of content that a business produces.
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Thanks for these tips on content marketing! Very useful!
Nice article on this topic. Thanks for your efforts.