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Why Small Businesses Should Invest In Content Marketing In 2017

Why Small Businesses Should Invest in Content Marketing in 2017

If you’ve spent any time reading about digital marketing for your small business, then you’ll probably already understand the benefits of content marketing. However, as the online sphere becomes increasingly competitive, content marketing is no longer a ‘nice to have – it’s a necessity if you want to stand out and maintain your market share.

1. Inbound marketing is one of the most effective techniques

One of the biggest challenges small business owners are likely to face with their marketing strategy is managing their budgets and getting as much return on their investments as possible. While multinational firms can afford to throw dollars at pay-per-click and other techniques, small business owners need to make sure each and every penny is accounted for.

Because of this, content marketing makes sense – it’s one of the most effective forms of digital marketing and when done right, can provide a significant return on investment.

It’s little surprise, then, to learn that 57% of marketers say that content is their biggest marketing priority – ranking above things like social media and pay-per-click advertising.

2. You need to increase loyalty and brand awareness

Why Small Businesses Should Invest in Content Marketing in 2017

The days of finding a product or service you like and sticking to it are over. The internet has made it easier for consumers to chop and change whenever they want – not only because they have more choices, but because they can read reviews, and comparisons and check out a brand’s social media and content marketing before they commit to buying anything.

By investing in a strong content marketing strategy, where you answer questions, provide your visitors with useful information and position yourself as a leader in your industry, you’ll be able to win over customers who don’t know about your brand – and keep existing customers on your side. The key to this, though, is consistency – you can’t churn out great content for six months and then stop because you get too busy.

3. Content is yours forever – Facebook Ads are gone within minutes

Pay-per-click and social media advertising for small businesses can absolutely be effective when done correctly, but the money you spend on such advertising can dry up quickly. When you instead invest this in creating original content, whether that’s blog posts, white papers, social media posts or videos, you’ll be able to benefit from it time and time again.

Indeed, many business owners are learning the ins and outs of content marketing and creating valuable material on their own. Others, however, outsource their content marketing to an agency. Both are viable options, and both can prove more fruitful than splashing the cash on expensive advertising campaigns and landing page optimization.

4. Your competitors are spending more on content marketing

While it’s not always a good idea to copy what your competitors are doing, you should take note of their activity when it comes to marketing. According to eMarketer, 60% of marketers create at least one piece of content a day, so if you don’t have a content marketing strategy in place, then that means you’ve got a heck of a lot of catching up to do.

More than two million blog posts are published every day. Granted, some of those won’t be up to a professional standard, and there’s a chance that many have been scraped or created by a robot. Even so, that’s an incredible amount of content to contend with – especially if a lot of that content is written for your industry.

It’s no longer possible to put together a blog post at the end of the month to keep your clients happy – you’ll need to be writing in-depth, well-researched content on a regular basis if you want to be heard above the noise.

Wrapping up

Whether you’re new to content marketing or it’s something your small business has been doing for a while, it’s time to up your game. 10x content, that is, content that is ten times better than what can currently be found elsewhere is one of the best ways to get ahead and build your brand’s reputation as an authority figure. Other options include outsourcing your content marketing and guest blogging on relevant industry websites. Good luck!

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