Making content marketing work for a small business

No matter how small or big your business is, content marketing is a great way to get exposure. You don’t have to be a pro at writing, you only need a creative mind and a few good tools and you will be able to drive traffic to your website and build your brand over time. Share your personal experiences or tips for others. Make it light hearted and easy to read. And don’t share everything you know. The idea is that you get people’s interest, not tell them all you know.

Here are a few essential tips that can help you get started:

  1. Know your audience

Before you do anything else, define who do you want your content to read and what it is that will make them want to return to your site? Keep your topics and writing style aligned with your audiences and the chances are you will get some regular readers over time.

  1. Choose evergreen topics

Your content should remain relevant for as long as possible. If you are writing about topics that are linked to the present time, the likelihood is that they won’t be interesting to anyone at a later date. Try to think about topics that are timeless – tips, guidelines, how to articles.. and you will never be short of relevant content.

  1. Recycle your existing content

It is a common misconception that content should only be used whilst it’s new and fresh and very often a few weeks later it’s completely forgotten. Re-use what you have even if it’s not new! You will be reaching different people and even if you share it with the person who already seen it before, the likelihood is that they have either forgotten or if it’s interesting enough they won’t mind to be reminded.

  1. Be clever with titles

Titles determine whether you get your reader’s interest or not. No matter how good your content is – if you can’t catch their interest early on, they won’t bother reading on. Think about how people think – use creative titles and keep them short. Focus on SEO and how likely is anyone to find the article based on its title.

  1. Write answers to your reader’s questions

You obviously want to write about what interests your audience. If you are struggling with finding topics that would make your readers want to continue reading, do a bit of research. A great tool to find out what the internet is talking about and what users are searching for is

  1. Make it easy to read

Break your content down into paragraphs and use visuals where you can. Readers much prefer this to one long, text heavy paragraph. Use headings, subheadings and if you are providing tips, consider numbering them or using bullet points.

  1. Make it easy to share

Use social media sharing buttons so your readers can easily share what they are reading. Always use visuals as this will make social sharing even more effective. But don’t just rely on your readers to share your content – use it to promote yourself regularly via social media.

  1. Proofread before you publish

It’s obvious, but so often completely ignored. Don’t just rely on spell check, have a good read to make sure all you wrote makes sense and sounds interesting. And then go ahead and publish.

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