What's the Importance of Content Strategy for Small Business
Content strategy is a digital concept in online marketing, and it is also essential for the visibility of your business in search results. If you think of the word strategy as a term; it is defined as the craft of developing a plan towards a goal.
There are several components to a well-scripted content strategy plan. Content strategy for the web consist of integrating the following types of content marketing:
Visual images and videos
These elements serve as search engine optimization guidelines. If you don’t already have a website, we will use our content marketing strategy template to build your website from a blank canvas. Starting from a blank canvas includes applying original content to your site. Duplicating content does not fair well on Google. We can write your content with the proper amount of words per page, and add images. Another attractive element that we can add-on is an animated video with narration to tell your organization’s story. You can also choose to visualize your story with infographics.
Other Components to a Content Plan
There are other components to content planning. These parts are often overlooked by amateur web designers. They include:
Knowing your keyword search intent is essential to a comprehensive content plan.
Transactional Content Marketing Plan
Transactional content refers to using keywords that a customer might search for when they are preparing to make a purchase. Therefore, it’s important to know your buyer persona.
This language is common with product descriptions. Consider the 4P’s when you draft keywords with a transactional end goal. The four P’s in marketing are:
Most small business owners know the products and services they offer very well. Also, they are responsible for finding the right price point that is mutually beneficial for them and their customers. But when it comes to the placement of content small business owners are sometimes unaware as to which medium to use. Medium is the distribution channel used to market your brand.
Let's briefly talk about promotion. The objective of a promotion is to raise visibility and brand awareness. The content strategy aligns relevant information about your goods and services with website searches. Google bots are trained to give favor to pieces of content that are meaningful. Therefore, if your web pages are indicative of what your online audiences are searching for, then your web page’s position will rank higher in search engine results.
Navigational Content Strategy Plan
Navigational Content is when the search inquiry has a precise and clear intent. For instance, if someone is searching for your brand, they will type in your brand’s name because it is clear they are looking for your brand. An internet strategy helps search engines find your content and make it visible for Google, Bing, and Yahoo users.
Informational Message Strategy
Informational online content strategy includes terms that describe or inform the user. Thus, you have informational content. There are more than 1.5 billion websites on Google and these sites are competing with pertinent content for search results. It’s important to have knowledge-centered information, while also being genuinely critical of your brand is putting online.
Using Buyer Persona to Approach Your Content Framework
Your buyer persona is a fictional character that represents a real-life customer. Tell your customer's story through the eyes of your fictional character. Recognize your client's demographics.
You should be aware of things such as your user's age bracket, gender, and understand their problems. Then use your brand to solve those problems by understanding your customer's pain points. Your brand is the solution therefore, tell them how they will benefit from choosing your brand.
Using animation video content is a great way to use your fictional character to tell your story. Also, use your social media pages to get a better understanding of your customer’s demographics.
Finally, understand your business goals and what indicators you use to measure your progress. For example:
I want to have “x number of ebook downloads” to increase my email list.
I know that I can close 1 out of 5 phone calls, therefore, if I increase my daily calls to 25, I can potentially close 5 more sales per day.
Benchmark your progress periodically to see if your content strategy plan is working for your business. Combined, these methods cover some of the things you may want to think about if you plan on do-it-yourself content planning.
Content Planning Best Practices
Besides compiling the different strategies mentioned above, consider these content strategy best practices when you devise a marketing plan for your small business.
You should know your buyer persona.
Know what goal you Intend to achieve with your content.
And know your key performance indicators.
Our professional marketing efforts will utilize these methods plus more for your small business. That way, you can focus on your craft and continue to build your business for the long-term.