Having a great content strategy is essential to small business owners these days. Standing out online is hard, but not unachievable if you have a solid content strategy.
But what is a content strategy? So glad you asked! 🙂
First, let’s define content. Content can include not only your blog and website content, but also email newsletters, videos, social media posts, and more.
Great! Now that we know our definition of content, let’s dive into what a content strategy entails.
To truly grow your small business, you’ll want to have a purpose for every piece of content you share.
The purpose of each piece of content does not have to promote your products or services (in fact, you shouldn’t promote your business in every piece of content).
Some pieces are for connecting with your audience. Some pieces are all about building trust and likability. Some pieces are to show your personality. And of course, some are to promote your products or services.
What’s important is that you have a strategy for sharing all of these pieces of content with your audience. Your content strategy should always tie back to your ultimate purpose. The “why I built this business in the first place.”
Your purpose is your guiding principle and without a great content strategy to support it, it can be easy to lose your way.
Need more reasons why you should have a content strategy for your business? Read below to find out!
Why Having A Content Strategy Is The One Thing You Need To Focus On For Your Business
1 | Builds authority in your niche
By having a content strategy, you will show your audience your authority in your niche. As a business, you should have an ideal target audience that will most benefit from your products or services. This ideal target audience will then look to you as their go-to person for whatever your specialty is.
By sharing blog posts, email newsletters, and social media posts related to your content strategy (which should pair perfectly with your products and services), your ideal target audience will begin to notice you as an authority in your space.
As a business owner, how do you convert social media followers into customers? Here are 5 ways you can do just that.
2 | Shows your personality
Your content doesn’t need to sound robotic or staged, it can naturally sound like you. Just because you have a content strategy doesn’t mean you can’t infuse your personality into the content.
Your voice, images & graphics, and writing style all help craft a content strategy that sounds and looks like you and your business.
Giving a peek inside your personal life and sharing your quirks makes you relatable to your target audience and they begin to think of your business as you and not just another business looking to make money.
Related post: 4 Ways To Infuse Your Brand Personality Into Your Website
3 | Drives new traffic to your website
Your website is your home for your products and services and we want your target audience to come in and stay awhile!
If you are continuously blogging, writing email newsletters, and crafting social media posts, you will always be bringing old and new traffic back to your website.
Without a content strategy, you won’t have anything new to share with your audience, therefore, it doesn’t give them much incentive to check out your website often.
So you wrote a blog. Now what? (Hint: 14 things you should do!)
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4 | Improves your search ranking
How many times a day do you use a search engine? I’d imagine quite a bit.
Well, you’re not alone. Millions of other people are using search engines to find the exact type of content they are looking for.
Search engines like Google reward those websites that continuously put out new content on their websites by placing them higher in the search rankings.
With Google processing over 40,000 search queries every second on average, you can imagine how big of an impact that can make for you and your business.
People are searching for what you’re creating, you just need to make sure you’re at the top of the search results.
Related post: See our WordPress SEO Basics to help your site show up at the top of the search.
5 | Boosts your social shares
We live in a social media world and it’s not stopping anytime soon. The more you publish new content on your website, the more people will share your content on social media.
Our top referrer behind Google? Pinterest. Since we share new blog posts every week, fresh content is being shared on Pinterest every week, leading people back to our website.Think you don’t need a content strategy? Think again! Learn why it’s the 1 thing you should focus on for your #smallbiz.Click To Tweet
6 | Increases your profits
Who doesn’t want their business to be more profitable? Ultimately, your content strategy is the centerpiece of your marketing. The better you can market your business, the more profitable it will be.
Gone are the days of telling people they should buy a product and they buy it. You need to explain to them why they need this product or service and how they can use it to improve their lives, business, etc.
Also, since you are constantly driving new traffic to your website, that means more eyes on your products and services which means more customers!
Related post: 4 Ways to End the Year Strong in Your Business
While the term “content strategy” may seem intimidating to some, it’s really just having a plan for what you publish online. Remember, your content should always relate back to your ultimate purpose. You built your fabulous business for a reason, we just want you to remember why!