As a small business owner, you only have so many hours in the day to promote and market your products and services, and social media and pay-per-click advertising will likely be the first avenues you choose to go down. But launching and maintaining a blog for your business is one of the most rewarding methods of marketing; below, we round up some of the reasons why.
Positions you as an authority
Perhaps one of the greatest reasons why content marketing is so important for small businesses is that it can position you as an authority figure in your niche. Think of it like this: if you’re writing high-quality material that helps potential customers find answers to their questions, they’ll naturally think of you as a valuable source of information, and be more likely to recommend your website (and therefore your products and services) to their friends. As such, the more content you write, and the more value you give away for free, the more authoritative you’ll become.
Drives organic traffic to your website
One of the biggest benefits of content marketing is driving free, organic traffic to your website. If you write a blockbuster post and hit rank one on Google for it, then you can expect to receive hundreds, if not thousands, of organic hits to your website – and every person is a potential customer. The key to getting rank one on Google is to write material that’s much better than everything else that’s out there (see also the skyscraper content technique) and building links through guest blogging, blogger outreach and search engine optimisation (SEO).
Gives you material to share
As a small business owner, it can be hard to find new material to share on social media, particularly if you don’t want to share content from one of your competitors. By writing lots of content for your website, you’ll quickly be able to create a pool of valuable material that you can share on social media as and when you like. And there are even greater benefits to this; posting your own content on social media will increase referral traffic back to your website, and you can add calls to action and lead generation techniques to persuade visitors to become customers.
Encourages you to learn more
Writing quality, original material every week for your blog is harder than you might think. Sure, you will likely to be able to round off 100 blog post ideas from the top of your head, but when it gets to the nitty-gritty of writing a post for your audience, you’ll soon see the work involved. You should start every blog post by reading and researching the topic so that you have the most accurate and up-to-date information. Doing this will not only ensure your blog posts are topical and accurate, but it will help you learn more about your industry and become a better leader.
There’s no denying that writing blog posts is hard work, but the key is to stay motivated and think of the bigger picture. By sticking to a content marketing strategy, you’ll quickly build up a loyal audience of readers and convert some of your followers into customers. Good luck!
About the Author
Max Greene is the Managing Director of Muffin Marketing, a UK-based marketing agency specialising in content marketing, social media and search engine optimisation. When he isn’t working on campaigns for clients, he loves binge-watching Netflix shows and walking his dog.