Small Business Content Marketing Works
We’ve seen time and time again the benefits of effective Content Marketing:
- Increased organic search web traffic
- More leads
- Better leads
- Engaging with prospects when they’re further down their buyers journey
However many businesses (even large businesses) fail to understand the basic mechanisms of Content Marketing and feel challenged to realize those benefits.
Failure to Understand How It Works Costs Dearly
The big failure businesses experience (and I wish to reemphasize this failure is NOT limited to only small businesses) is that at it’s core Content Marketing looks like journalism.
We’ve learned how to do marketing, and marketing is about conversions, landing pages, ads, “driving” traffic, etc.
When you approach Content Marketing with this as your PRIMARY way of thinking, you’ll have trouble.
Focus on Publishing with Marketing as an Overlay
Content Marketing looks more like journalism than it does like marketing.
The processes of journalism focus on schedules, deadlines, and attracting an audience through being informative and in some cases even educational.
There is even a place in Content Marketing for some sensationalism (similar to tabloid journalism) but be careful with that one, too much sensationalism is NOT a good thing.
However, even with this focus on journalism, Content Marketing IS marketing. The marketing ideas of conversions and landing pages apply, but the way you get people to them is less through ads and “driving traffic” more with Calls to Action and ATTRACTING traffic.
Think of your website as a publication with a single advertiser and that single advertiser is your business.
The attracting traffic part mentioned above is role of the journalism processes within Content Marketing.
Failure to Systematize is Where Most Businesses Fail
How do magazines and newspapers manage to get editions out every day, week, and/or month full of well formatted articles?
It’s simple in concept. Their lifeblood is publishing. They got that part down.
For your business to succeed with Content Marketing you’ve to get the publishing part down too.
The good news is any business can do it. The better news is it’s not only never been cheaper, but the costs of publishing on the web have plummeting these past few years.
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