Creating the right amount of high-quality, relevant content is among the biggest challenges marketers face. This is in part because consumers love helpful content, but also because they’ve come to expect a good deal of it before they’ll talk sales.
According to HubSpot, for example, almost half of consumers view up to five pieces of content before they’re willing to engage with a sales rep.
As Content Marketing Institute notes:
One of the biggest concerns facing companies when it comes to their content marketing is how to create enough content to be effective…Growing your content marketing team by taking on another salary can be expensive, not only due to the addition of the salary itself, but also the cost of recruiting, interviewing, and making sure you are selecting the right candidate.
That challenge is exacerbated for smaller businesses with marketing teams that don’t necessarily include content specialists. Without the human and financial resources to effectively compete with the big boys and girls on the block, small businesses need to work much smarter, rather than harder, to meet their content needs.
If you own a small business or are chiefly responsible for marketing one, we offer these simple but helpful strategies to help create the content you need:
You probably know (or should know) which of your content items have been most successful in the past. It may have been a social media post that garnered a slew of shares, or maybe an interview with an industry leader that your audience loved. Content comes in many forms, though, so just because a previous topic has already been addressed in format doesn’t mean you can’t re-think it in another.
For example, if you hosted a webinar that hit the mark, you can repurpose it as a video. Successful interviews often work well as eBooks, as does grouping together several blogs, all related to a single subject. If you have articles that are heavy on data and statistics, think about turning them into compelling infographics. One caveat: always make sure that your content is still fresh and relevant, and ideally directed at one of your important personas or audience groups, before you repurpose it.
If you’re doing things right as a business, you’re going to have a good field of customers who like you, and a few who adore you. This latter group most likely includes some “brand advocates” who are out there talking about you in the real world and on social media. Why not approach them for a testimonial? Or to write a guest post?
If you think this kind of content doesn’t work think again. It’s precisely the kind of content consumers love, in large part because they see it as authentic (after all, you’re not paying for it). It’s one of the reasons almost 95% of consumers say “user-generated content” helps them make smart buying decisions, and campaigns that feature this kind of content on average post 29% more conversions.
Having the right amount of high-quality content to feed every stage of the buyer’s journey will drive higher conversions and boost sales. That means getting help from content experts can be among the smartest marketing investments you can make. You might not have the resources to hire a full-time team of content marketing specialists, but strategic advice and the right plan to maximize your existing resources might be exactly what you need to take your business to the next level—while giving you the breathing room to focus on doing just that.
Small business owners often feel at a disadvantage when it comes to content production, but there are plenty of ways they can take on the big guys and win. Because they’re small, for example, they’re also more agile, can take advantage of an absence of red tape in talking to customers, and can make bold decisions more easily and quickly to meet their marketing needs. Keep the faith! And keep creating genuinely good content.
Let us know if you need a hand.