By producing and distributing written content (articles) about their products, services, and customer needs. This content should educate, inform, inspire, and increase the knowledge and awareness of prospects and customers about the small business products and services and how they satisfy their needs.
This is the challenge. This is called content marketing.
Small businesses must do the following four tasks to go and grow its business online:
- Media: Design and develop their owned and paid media channels.
- Content: Produce and distribute great content for their prospects and customers.
- Ads: Design and develop their search and display advertising campaigns.
- Google: Setup and launch the Google marketing products.
Media, ads, and Google marketing products are straight forward easy to execute tasks.
Content production and distribution in the challenging task to execute, since small business owners are subject matter experts (SME), but they are not writers. This is a challenge. How do we take the expertise and knowledge out of the small business owners mind and put it in writing?
Small business owners are subject matter experts but they are not writers. Writers are not subject matter experts. We have to develop a methodology to take the small business owners expertise and knowledge into well written articles. Here is where well trained and expert writers come into action.
A writer can produce great content about the small business products and services by interviewing the small business owners and researching and studying about the products, services, and customer’s needs.
Content has to be written by the subject matter expert, but in the small business case, this is almost impossible, because, as we said before, small business owners are subject matter expert, but they are not writers, at least not the majority of them. But the problem can be solved by hiring a well-trained writer that can produce the content with a well-designed methodology.
Once the content production methodology is in place and running, then we can produce the content needed to take the small business online successfully.
Content marketing for small business is one of the most powerful digital marketing tools. It generates several benefits to the small business and its prospects and customers.
Content marketing educates prospects and customers, generates communities, increase top of mind awareness about the small business brand, products and services, improve customer service, generates customer engagement, and finally increase the small business revenue.
This article was written by Julio Sanoja Rial, CEO & Founder of MSalesLeads, a digital marketing agency for small businesses. We help small businesses to go and grow their businesses online.
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