Content production and distribution is the most important challenge for small business digital marketing.
There are four main components in small business digital marketing and those are: Media, Content, Google products, and Ads. Three of these components are easy to do tasks, which are Media, Google products and Ads; and one of them is the challenge, which is content production and distribution.
Media, Google products and Ads are the tactic components, and Content production and distribution is the strategic component.
Design and develop the small business owned and paid media is the first task to do in a digital marketing strategy. Owned media consist of website, blog, social media pages, national and local directory listings, business association listings, newsletter account, webinar account. Paid media consist of PR campaigns.
Google marketing products is the second task to do in a digital marketing strategy. Google marketing products consist of a series of Google products that help small business to position its brand, products and services in Internet, Apps, and digital media. These Google marketing products should be setup with the small business Gmail account, and should be launched along with the small business owned media.
Google marketing products are the following:
- Google Gmail account
- Google Search Console
- Google Analytics
- Google AdWords
- Google Tag Manager
- Google My Business with address verification and reviews
- Google MAPS
- Google mobile test compliance
- Google speed test compliance
- Google webmaster guidelines compliance
- Google links guidelines compliance
- Google search guidelines for AMP pages
- Google Attribution 360
- Google AdWords Keyword tool
- Google Trends and Google Correlation
Ads is the third tactic component. There are two leaders in Internet advertising and they are Google and Facebook. This means that every digital advertising campaign can include these two campaigns, a Google AdWords advertising campaign and a Facebook Ads advertising campaign. Google AdWords campaign should include both search and display campaigns.
Content is the strategic component in small business digital marketing. Content is the component that will produce small business authority in front of the customers and prospects and in front of Google search algorithm. Authority is the strategic objective is a small business digital marketing project. Overall, if the small business is a B2B business. To earned this authority, small business must produce and distribute content about products, services and customer needs, that educate and inspire customers and prospects. This content must be in articles format. Well written articles are the type of content that will make the small business earn the authority needed to position the small business in Internet.
These article must be written by the subject matter expert, or by an expert writer who interviews the subject matter expert. In the case of small business, most of the cases the business owner is the subject matter expert, and most of the cases the business owner is not a writer. In this case, the articles have to be written by an expert writer who can interview the business owner and who must do research and study about the products, services and customer needs.
Once the articles are well written, they have to be distributed in all the owned and paid small business media described above at the beginning of this article. The content distribution will generate customer and prospect engagement, awareness and trust. Prospect and customer’s communities will be created in social network pages to follow these articles.
Articles production and distribution will produce the small business authority needed to position the products, services and brands in Internet, Apps, and digital media.
Articles production and distribution is the most important challenge in small business digital marketing.
Articles production and distribution will generate earned links to the small business website. Earned links are other benefit of authority.
At the end of the day, small business will be position in internet search and browse, and small business will always be found, seen and remembered by the prospects and customers. Small business will always be there to serve its customers and prospects. Everything thanks to the strategic content production and distribution. Welcome to the world of educational marketing. Knowledge is the power of small business. This knowledge will educate customers and prospects.
Digital marketing is about educate and inspire customers and prospects with knowledge and expertise about the products, services and how they satisfy customer and prospect needs. We like to call it “educational marketing”.
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About the Author:
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.