Effective content marketing strategies for small businesses

Effective content marketing strategies for small businesses
Effective content marketing strategies for small businesses
Effective content marketing strategies for small businesses

Small Business Marketing

Marketing Strategy

Content Strategy

Content Creation

Marketing ROI

Written by:

5 min read

Updated on: August 21, 2024

Toni Hukkanen

Head of Design

Toni Hukkanen - Head of design, with proper track of high end projects in design agency

Creative Direction, Brand Direction

Toni Hukkanen

Head of Design

Toni Hukkanen - Head of design, with proper track of high end projects in design agency

Creative Direction, Brand Direction

Toni Hukkanen

Head of Design

Toni Hukkanen - Head of design, with proper track of high end projects in design agency

Creative Direction, Brand Direction

If you are a small business, consider content marketing as a tactic to grow your audience base and increase your brand familiarity. Statistics from the State of Marketing report mention that 82% of marketers actively invest in content marketing.

A content marketing strategy is a plan to create and distribute content to attract a target audience and influence their buying decisions. This strategy produces 3 times as many leads and costs 62% less than traditional forms of marketing.

With an effective content marketing strategy, you can establish your brand as a thought leader and boost trust among your audience by creating and distributing content in various forms. Keep reading to find out strategies for small businesses to build customer loyalty and reach a wider audience.

If you are a small business, consider content marketing as a tactic to grow your audience base and increase your brand familiarity. Statistics from the State of Marketing report mention that 82% of marketers actively invest in content marketing.

A content marketing strategy is a plan to create and distribute content to attract a target audience and influence their buying decisions. This strategy produces 3 times as many leads and costs 62% less than traditional forms of marketing.

With an effective content marketing strategy, you can establish your brand as a thought leader and boost trust among your audience by creating and distributing content in various forms. Keep reading to find out strategies for small businesses to build customer loyalty and reach a wider audience.

If you are a small business, consider content marketing as a tactic to grow your audience base and increase your brand familiarity. Statistics from the State of Marketing report mention that 82% of marketers actively invest in content marketing.

A content marketing strategy is a plan to create and distribute content to attract a target audience and influence their buying decisions. This strategy produces 3 times as many leads and costs 62% less than traditional forms of marketing.

With an effective content marketing strategy, you can establish your brand as a thought leader and boost trust among your audience by creating and distributing content in various forms. Keep reading to find out strategies for small businesses to build customer loyalty and reach a wider audience.

Define your goal

Define your goal

Define your goal

The first step to creating a content marketing strategy is to define and set clear goals. You should be aware of why you want to create content. The goal will play a great role in shaping your strategy.

Start by reviewing your high-level business goals and taking notes from meetings and your team. Do some research to ensure your goals have staying power.

Once you have a list of goals, rank them from most important to least important. This will help you decide which areas need immediate attention and which are better left for long-term action.

Create a SMART framework to make broad goals actionable and more specific. Your potential goals can be to increase traffic from search engines by 50% over the next year, improve the 20% customer retention rate, achieve 30% yearly sales growth, or get 1000 backlinks in the next six months.

The first step to creating a content marketing strategy is to define and set clear goals. You should be aware of why you want to create content. The goal will play a great role in shaping your strategy.

Start by reviewing your high-level business goals and taking notes from meetings and your team. Do some research to ensure your goals have staying power.

Once you have a list of goals, rank them from most important to least important. This will help you decide which areas need immediate attention and which are better left for long-term action.

Create a SMART framework to make broad goals actionable and more specific. Your potential goals can be to increase traffic from search engines by 50% over the next year, improve the 20% customer retention rate, achieve 30% yearly sales growth, or get 1000 backlinks in the next six months.

The first step to creating a content marketing strategy is to define and set clear goals. You should be aware of why you want to create content. The goal will play a great role in shaping your strategy.

Start by reviewing your high-level business goals and taking notes from meetings and your team. Do some research to ensure your goals have staying power.

Once you have a list of goals, rank them from most important to least important. This will help you decide which areas need immediate attention and which are better left for long-term action.

Create a SMART framework to make broad goals actionable and more specific. Your potential goals can be to increase traffic from search engines by 50% over the next year, improve the 20% customer retention rate, achieve 30% yearly sales growth, or get 1000 backlinks in the next six months.

Know your audience

To make your strategy successful, you must clearly define your target audience. This is mainly important for small businesses new to marketing because it helps them produce more relevant and valuable content.

If there isn't already a clearly defined audience, you need to analyse your data to find out for whom you want to create content and what type of content they like. Almost 47% of marketer admit that researching audiences is one of the factors that led to their content marketing success.

In order to understand your audience, you need to learn their fears, values, and aspirations. You should also understand their pain points related to your service or product. Other things to focus on are the type of content they find most engaging and the channels they spend most of their time on.

To make your strategy successful, you must clearly define your target audience. This is mainly important for small businesses new to marketing because it helps them produce more relevant and valuable content.

If there isn't already a clearly defined audience, you need to analyse your data to find out for whom you want to create content and what type of content they like. Almost 47% of marketer admit that researching audiences is one of the factors that led to their content marketing success.

In order to understand your audience, you need to learn their fears, values, and aspirations. You should also understand their pain points related to your service or product. Other things to focus on are the type of content they find most engaging and the channels they spend most of their time on.

To make your strategy successful, you must clearly define your target audience. This is mainly important for small businesses new to marketing because it helps them produce more relevant and valuable content.

If there isn't already a clearly defined audience, you need to analyse your data to find out for whom you want to create content and what type of content they like. Almost 47% of marketer admit that researching audiences is one of the factors that led to their content marketing success.

In order to understand your audience, you need to learn their fears, values, and aspirations. You should also understand their pain points related to your service or product. Other things to focus on are the type of content they find most engaging and the channels they spend most of their time on.

Select your content channels

It might be tempting to post content on every channel available, but this can be challenging for a small team. There is also a need for more strategic effort to ensure better customer engagement.

You can publish content on a blog, Twitter account, YouTube channel, Reddit or Podcasts. Choose any platform, but first,  find out where your audience hangs out.

It’d be better to trust your instinct, as you have already created a business to target a certain audience. You probably have some idea of where your audience spends most of their time. You can also get help from a survey company to find out more about this.

If you target a young audience, know that 78% of Gen Z consumers use social media to find new brands. Other stats show that 53.3% of all website traffic on Google comes from organic search; you can also choose Google to publish written content.

It might be tempting to post content on every channel available, but this can be challenging for a small team. There is also a need for more strategic effort to ensure better customer engagement.

You can publish content on a blog, Twitter account, YouTube channel, Reddit or Podcasts. Choose any platform, but first,  find out where your audience hangs out.

It’d be better to trust your instinct, as you have already created a business to target a certain audience. You probably have some idea of where your audience spends most of their time. You can also get help from a survey company to find out more about this.

If you target a young audience, know that 78% of Gen Z consumers use social media to find new brands. Other stats show that 53.3% of all website traffic on Google comes from organic search; you can also choose Google to publish written content.

It might be tempting to post content on every channel available, but this can be challenging for a small team. There is also a need for more strategic effort to ensure better customer engagement.

You can publish content on a blog, Twitter account, YouTube channel, Reddit or Podcasts. Choose any platform, but first,  find out where your audience hangs out.

It’d be better to trust your instinct, as you have already created a business to target a certain audience. You probably have some idea of where your audience spends most of their time. You can also get help from a survey company to find out more about this.

If you target a young audience, know that 78% of Gen Z consumers use social media to find new brands. Other stats show that 53.3% of all website traffic on Google comes from organic search; you can also choose Google to publish written content.

Decide on your content types

It is possible to create different forms of content for your audience, but you have to prioritise their preferences. You can choose any type of content format, from written content like blog posts to ebooks, videos, infographics, and podcasts.

You might need different types of content for different audiences and goals. Carefully analyse your end goals and the actions you want your audience to take. Then, choose the right type of content for each goal and persona.

You also need to review the available resources to generate content. You need to find out the size of your team, how long it will take to create content, what skills your current team has, what you would need to outsource, and what your current budget is.

Create user-generated content

As a small business, you need to connect with people through your campaigns to form long-term connections with your audience. This is achievable with user-generated content.

Hire a UGC creator and get content generated on specific topics. You can also brainstorm, rank and refine your content ideas. Keep the brainstorming process simple and loose. You might want to jump on an idea and start creating content right away but try to throw out the wildest ideas and see where they lead.

Take and refine those ideas by breaking them into groups and organising them around your goals and audience. Review each idea in detail.

Optimise your content through SEO

Content marketing and SEO work together for business success. It will be only possible for your business to reach desired audience and bring in site traffic and conversions if you use SEO strategies and apply them to your pages.

Content is valued and appreciated if it is fully optimised because, without optimisation, only a few people will find your content. You can optimise main pages like service and product pages for niche-specific keywords when building your website. It is also good to create SEO blogs on niche-specific topics to show search engines and customers that you are an authority in your space. As 46% of marketers believe SEO is a factor that led to the success of their content marketing.

It is possible to create different forms of content for your audience, but you have to prioritise their preferences. You can choose any type of content format, from written content like blog posts to ebooks, videos, infographics, and podcasts.

You might need different types of content for different audiences and goals. Carefully analyse your end goals and the actions you want your audience to take. Then, choose the right type of content for each goal and persona.

You also need to review the available resources to generate content. You need to find out the size of your team, how long it will take to create content, what skills your current team has, what you would need to outsource, and what your current budget is.

Create user-generated content

As a small business, you need to connect with people through your campaigns to form long-term connections with your audience. This is achievable with user-generated content.

Hire a UGC creator and get content generated on specific topics. You can also brainstorm, rank and refine your content ideas. Keep the brainstorming process simple and loose. You might want to jump on an idea and start creating content right away but try to throw out the wildest ideas and see where they lead.

Take and refine those ideas by breaking them into groups and organising them around your goals and audience. Review each idea in detail.

Optimise your content through SEO

Content marketing and SEO work together for business success. It will be only possible for your business to reach desired audience and bring in site traffic and conversions if you use SEO strategies and apply them to your pages.

Content is valued and appreciated if it is fully optimised because, without optimisation, only a few people will find your content. You can optimise main pages like service and product pages for niche-specific keywords when building your website. It is also good to create SEO blogs on niche-specific topics to show search engines and customers that you are an authority in your space. As 46% of marketers believe SEO is a factor that led to the success of their content marketing.

It is possible to create different forms of content for your audience, but you have to prioritise their preferences. You can choose any type of content format, from written content like blog posts to ebooks, videos, infographics, and podcasts.

You might need different types of content for different audiences and goals. Carefully analyse your end goals and the actions you want your audience to take. Then, choose the right type of content for each goal and persona.

You also need to review the available resources to generate content. You need to find out the size of your team, how long it will take to create content, what skills your current team has, what you would need to outsource, and what your current budget is.

Create user-generated content

As a small business, you need to connect with people through your campaigns to form long-term connections with your audience. This is achievable with user-generated content.

Hire a UGC creator and get content generated on specific topics. You can also brainstorm, rank and refine your content ideas. Keep the brainstorming process simple and loose. You might want to jump on an idea and start creating content right away but try to throw out the wildest ideas and see where they lead.

Take and refine those ideas by breaking them into groups and organising them around your goals and audience. Review each idea in detail.

Optimise your content through SEO

Content marketing and SEO work together for business success. It will be only possible for your business to reach desired audience and bring in site traffic and conversions if you use SEO strategies and apply them to your pages.

Content is valued and appreciated if it is fully optimised because, without optimisation, only a few people will find your content. You can optimise main pages like service and product pages for niche-specific keywords when building your website. It is also good to create SEO blogs on niche-specific topics to show search engines and customers that you are an authority in your space. As 46% of marketers believe SEO is a factor that led to the success of their content marketing.

Develop a content marketing calendar

Once you have prioritised your topics, put everything in a content calendar. Though it is important to establish buyer personas and deliver the right content at each stage of their journey, it is also important to provide relevant content consistently.

Instead of rushing the process, plan ahead with a monthly calendar that outlines your blog posts, social media posts, emails, and other content formats.

The content calendar can contain details like topic and title, owner, content type, status (researching, writing, editing, proofreading, etc.), and due date. You can use Google Sheets, Asana, ClickUp, or Trello to keep everything organised.

Once you have prioritised your topics, put everything in a content calendar. Though it is important to establish buyer personas and deliver the right content at each stage of their journey, it is also important to provide relevant content consistently.

Instead of rushing the process, plan ahead with a monthly calendar that outlines your blog posts, social media posts, emails, and other content formats.

The content calendar can contain details like topic and title, owner, content type, status (researching, writing, editing, proofreading, etc.), and due date. You can use Google Sheets, Asana, ClickUp, or Trello to keep everything organised.

Once you have prioritised your topics, put everything in a content calendar. Though it is important to establish buyer personas and deliver the right content at each stage of their journey, it is also important to provide relevant content consistently.

Instead of rushing the process, plan ahead with a monthly calendar that outlines your blog posts, social media posts, emails, and other content formats.

The content calendar can contain details like topic and title, owner, content type, status (researching, writing, editing, proofreading, etc.), and due date. You can use Google Sheets, Asana, ClickUp, or Trello to keep everything organised.

Set a budget

Once you have planned everything about the content type and channel, you need to figure out your budget. You can consider the need to purchase software or technology to create content. You might need tools like Semrush or Ahrefs for SEO, Adobe Photoshop, Canva, or a camera to take high-quality videos or photos.

You may also need to consider the budget for hiring content marketers, content writers, or designers for your small business. The budget for ad space should also be taken into consideration. In the end, to evaluate performance or track results, you will also need some tools or resources. So, enlist all your needs and make a proper budget according to your needs.

Once you have planned everything about the content type and channel, you need to figure out your budget. You can consider the need to purchase software or technology to create content. You might need tools like Semrush or Ahrefs for SEO, Adobe Photoshop, Canva, or a camera to take high-quality videos or photos.

You may also need to consider the budget for hiring content marketers, content writers, or designers for your small business. The budget for ad space should also be taken into consideration. In the end, to evaluate performance or track results, you will also need some tools or resources. So, enlist all your needs and make a proper budget according to your needs.

Once you have planned everything about the content type and channel, you need to figure out your budget. You can consider the need to purchase software or technology to create content. You might need tools like Semrush or Ahrefs for SEO, Adobe Photoshop, Canva, or a camera to take high-quality videos or photos.

You may also need to consider the budget for hiring content marketers, content writers, or designers for your small business. The budget for ad space should also be taken into consideration. In the end, to evaluate performance or track results, you will also need some tools or resources. So, enlist all your needs and make a proper budget according to your needs.

Repurpose content for multiple channels

To increase reach to your article, you don't just need to share its link as there are many other ways to repurpose the content within the article to get it in front of a large number of people.

Infographics

Stats show that when it comes to content creation, 30% of marketers prefer sharing infographics. People love seeing images more than text. So, it would be better if you add infographics in your article that outline its major points, such as tips, information, statistics, advice, and data. Under the infographics, you can also add a link to the original article from which you created the infographics.

Social media posts

Just like infographics, you can also create a few graphical posts highlighting the most important points from your article. Share those posts on Facebook, Instagram, Twitter, and LinkedIn to increase the chance of people liking, commenting, and visiting your article.

Podcast

There is no need to create a podcast from scratch as you can speak the content from your best articles and upload them as a podcast. All you have to do is to host your audio files with podcast host and push them to Stitchers or iTunes.

To increase reach to your article, you don't just need to share its link as there are many other ways to repurpose the content within the article to get it in front of a large number of people.

Infographics

Stats show that when it comes to content creation, 30% of marketers prefer sharing infographics. People love seeing images more than text. So, it would be better if you add infographics in your article that outline its major points, such as tips, information, statistics, advice, and data. Under the infographics, you can also add a link to the original article from which you created the infographics.

Social media posts

Just like infographics, you can also create a few graphical posts highlighting the most important points from your article. Share those posts on Facebook, Instagram, Twitter, and LinkedIn to increase the chance of people liking, commenting, and visiting your article.

Podcast

There is no need to create a podcast from scratch as you can speak the content from your best articles and upload them as a podcast. All you have to do is to host your audio files with podcast host and push them to Stitchers or iTunes.

To increase reach to your article, you don't just need to share its link as there are many other ways to repurpose the content within the article to get it in front of a large number of people.

Infographics

Stats show that when it comes to content creation, 30% of marketers prefer sharing infographics. People love seeing images more than text. So, it would be better if you add infographics in your article that outline its major points, such as tips, information, statistics, advice, and data. Under the infographics, you can also add a link to the original article from which you created the infographics.

Social media posts

Just like infographics, you can also create a few graphical posts highlighting the most important points from your article. Share those posts on Facebook, Instagram, Twitter, and LinkedIn to increase the chance of people liking, commenting, and visiting your article.

Podcast

There is no need to create a podcast from scratch as you can speak the content from your best articles and upload them as a podcast. All you have to do is to host your audio files with podcast host and push them to Stitchers or iTunes.

Promote your content

Your content marketing strategy should also have a clear plan to differentiate and amplify your content to reach your target audience. You can achieve this by promoting your content by different means.

Start an email newsletter

Email newsletters are a great starting point for small businesses who want to explore email marketing. Newsletters inform your audience about new products, industry news, events, and other relevant updates.

Email marketing is a useful tool and offers a high return on investment, about $42 for every dollar spent. Newsletters also help small businesses build trust with their audience, promote sales, deals, and coupons, and increase customer value over time.

Invest time in guest outreach

As a small business, you may want to promote your name and content to allow your business to get more exposure. You can go for approaches like guest blogging or link building using quotes. 79% of editors admit that guest posting is too promotional.

Paid advertising

If you have a sufficient budget as a small business, you can use Google ads or meta-advertising to increase the visibility of your content and reach more people. Paid ads can bring instant traffic and are mostly affordable.

Content syndication

Content syndication is one of the marketing strategies that involves republishing content on other platforms or websites to reach a larger audience. You can share your content on third-party sites like Medium to increase your audience.

Other methods of promoting content include PR tactics and influencer marketing. However, not each method will work for every business, and it is important to

ensure your chosen promotion channels align with your goals and audience preferences.

Your content marketing strategy should also have a clear plan to differentiate and amplify your content to reach your target audience. You can achieve this by promoting your content by different means.

Start an email newsletter

Email newsletters are a great starting point for small businesses who want to explore email marketing. Newsletters inform your audience about new products, industry news, events, and other relevant updates.

Email marketing is a useful tool and offers a high return on investment, about $42 for every dollar spent. Newsletters also help small businesses build trust with their audience, promote sales, deals, and coupons, and increase customer value over time.

Invest time in guest outreach

As a small business, you may want to promote your name and content to allow your business to get more exposure. You can go for approaches like guest blogging or link building using quotes. 79% of editors admit that guest posting is too promotional.

Paid advertising

If you have a sufficient budget as a small business, you can use Google ads or meta-advertising to increase the visibility of your content and reach more people. Paid ads can bring instant traffic and are mostly affordable.

Content syndication

Content syndication is one of the marketing strategies that involves republishing content on other platforms or websites to reach a larger audience. You can share your content on third-party sites like Medium to increase your audience.

Other methods of promoting content include PR tactics and influencer marketing. However, not each method will work for every business, and it is important to

ensure your chosen promotion channels align with your goals and audience preferences.

Your content marketing strategy should also have a clear plan to differentiate and amplify your content to reach your target audience. You can achieve this by promoting your content by different means.

Start an email newsletter

Email newsletters are a great starting point for small businesses who want to explore email marketing. Newsletters inform your audience about new products, industry news, events, and other relevant updates.

Email marketing is a useful tool and offers a high return on investment, about $42 for every dollar spent. Newsletters also help small businesses build trust with their audience, promote sales, deals, and coupons, and increase customer value over time.

Invest time in guest outreach

As a small business, you may want to promote your name and content to allow your business to get more exposure. You can go for approaches like guest blogging or link building using quotes. 79% of editors admit that guest posting is too promotional.

Paid advertising

If you have a sufficient budget as a small business, you can use Google ads or meta-advertising to increase the visibility of your content and reach more people. Paid ads can bring instant traffic and are mostly affordable.

Content syndication

Content syndication is one of the marketing strategies that involves republishing content on other platforms or websites to reach a larger audience. You can share your content on third-party sites like Medium to increase your audience.

Other methods of promoting content include PR tactics and influencer marketing. However, not each method will work for every business, and it is important to

ensure your chosen promotion channels align with your goals and audience preferences.

Track performance

A good content marketing strategy doesn't mean you have to create and promote your content alone. It is equally important to track the performance and impact of your strategy. This will help you evaluate whether your content is working toward your goals or needs improvement.

You can use Google Analytics to track the performance of your website and YouTube Analytics to track the performance of YouTube. If stats are declining, regularly update your content strategy with data insights. 

Five metrics that marketers often use to assess content performance include conversions (73%), website traffic (71%), email engagement (71%), website engagement (69%), and social media analytics (65%).

During all these processes, one thing you should never ignore is consistency. Be consistent in publishing and marketing efforts to avoid failure.

A good content marketing strategy doesn't mean you have to create and promote your content alone. It is equally important to track the performance and impact of your strategy. This will help you evaluate whether your content is working toward your goals or needs improvement.

You can use Google Analytics to track the performance of your website and YouTube Analytics to track the performance of YouTube. If stats are declining, regularly update your content strategy with data insights. 

Five metrics that marketers often use to assess content performance include conversions (73%), website traffic (71%), email engagement (71%), website engagement (69%), and social media analytics (65%).

During all these processes, one thing you should never ignore is consistency. Be consistent in publishing and marketing efforts to avoid failure.

A good content marketing strategy doesn't mean you have to create and promote your content alone. It is equally important to track the performance and impact of your strategy. This will help you evaluate whether your content is working toward your goals or needs improvement.

You can use Google Analytics to track the performance of your website and YouTube Analytics to track the performance of YouTube. If stats are declining, regularly update your content strategy with data insights. 

Five metrics that marketers often use to assess content performance include conversions (73%), website traffic (71%), email engagement (71%), website engagement (69%), and social media analytics (65%).

During all these processes, one thing you should never ignore is consistency. Be consistent in publishing and marketing efforts to avoid failure.

Frequently Asked Questions

What is the formula for content marketing?

The formula for content marketing includes conducting surveys, analysing website demographics, and researching industry trends to understand your target audience's needs, interests and pain points.

How do I make my content marketing profitable?

You can make your content marketing profitable by:

  • Understanding your audience's personas

  • Brand positioning

  • Owned media value proposition 

  • Business goals

  • Action plan component

Why do small businesses need content marketing?

Content marketing helps small businesses by building awareness among people about their offerings and products. These businesses can create meaningful connections with their audience and even start generating more leads.

Final Thoughts

A successful content marketing strategy takes time, organisation and creativity. With the right approach, you can reach your target audience and increase conversions even as a small business. If you follow the guidelines mentioned in this post, you can build the foundation of your content marketing plan, add tools to manage your content and set up your strategy without trouble.

Frequently Asked Questions

What is the formula for content marketing?

The formula for content marketing includes conducting surveys, analysing website demographics, and researching industry trends to understand your target audience's needs, interests and pain points.

How do I make my content marketing profitable?

You can make your content marketing profitable by:

  • Understanding your audience's personas

  • Brand positioning

  • Owned media value proposition 

  • Business goals

  • Action plan component

Why do small businesses need content marketing?

Content marketing helps small businesses by building awareness among people about their offerings and products. These businesses can create meaningful connections with their audience and even start generating more leads.

Final Thoughts

A successful content marketing strategy takes time, organisation and creativity. With the right approach, you can reach your target audience and increase conversions even as a small business. If you follow the guidelines mentioned in this post, you can build the foundation of your content marketing plan, add tools to manage your content and set up your strategy without trouble.

Frequently Asked Questions

What is the formula for content marketing?

The formula for content marketing includes conducting surveys, analysing website demographics, and researching industry trends to understand your target audience's needs, interests and pain points.

How do I make my content marketing profitable?

You can make your content marketing profitable by:

  • Understanding your audience's personas

  • Brand positioning

  • Owned media value proposition 

  • Business goals

  • Action plan component

Why do small businesses need content marketing?

Content marketing helps small businesses by building awareness among people about their offerings and products. These businesses can create meaningful connections with their audience and even start generating more leads.

Final Thoughts

A successful content marketing strategy takes time, organisation and creativity. With the right approach, you can reach your target audience and increase conversions even as a small business. If you follow the guidelines mentioned in this post, you can build the foundation of your content marketing plan, add tools to manage your content and set up your strategy without trouble.

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Gaming
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We’re remote-first — with strategic global hubs

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