3 Content Marketing Tips for Small Businesses

Limited budget for content marketing is commonplace among many small businesses.

While Coca-Cola’s ambitious Content 20/20 campaign serves as an excellent content marketing blueprint for major corporations, a campaign of the same magnitude likely isn’t in the cards for your small business. That’s not to say, however, that content marketing can’t still be effective.

The most important thing to consider, as a small business, is how to get more bang for your buck.

Should you focus on social media, work on generating high quality blog content, create fun and informative infographics or do any number of the other myriad content options available to you?

When determining how to approach content marketing for your small business, keep the following tips in mind.

Know your audience

Small businesses typically operate in niche areas. This inherently means that your target audience is seeking specific types of content.

Before you spend your entire marketing budget on content that doesn’t connect, talk to your customers and find out what they want to see.

To save a little money, collect customer names and email addresses at the point-of-sale. Compile a database of the info you collect and then use a free survey program to glean feedback as to the content they want to see.

I recommend the basic plan offered by SurveyMonkey. For zero dollars out of your pocket, you’ll be able to do the following:

  • Create surveys with up to 10 questions
  • Add descriptive text or images
  • Receive up to 100 responses
  • Use 3 collectors per survey
  • Filter, compare or show (analyze rules) once per survey

Created a survey

100 responses should give you a good statistical sampling of your customer-base from which to gain insight. Take that insight and learn what types of content your customers want to see most.

Limiting the scope of your content marketing will not only help you connect better with your customers, it’ll help you save tons of cash that would otherwise be wasted on content that doesn’t resonate.

Understand your resources

Once you’ve got an idea of the type of content your customers want to see, it’s important that you understand what resources you have at your disposal.

Let’s say, for example, that your customers want to see infographics and blog articles. You’ll have to determine whether you’ve got that type of talent in house or whether it’ll be necessary to outsource.

Either option can work out in your favor.

If you’ve got a team of writers and graphic designers in house, by all means, use their talents. However, if you don’t have the budget to hire full-time or part-time team members to manage these tasks, outsourcing the work can be an affordable, effective option.

Hiring an agency or contractor to do the work can save you money by only requiring you to pay for the work you need done, rather than paying a salary, benefits and all that other stuff.

Make sure you ask for samples of work before you hire anyone. It’s important to know that the person or agency you hire knows what they’re doing. Anyone can say they do something well. Ask them to prove it.

Have a promotion plan

If never seen by its intended audience, the best content ever created is worthless. Don’t let this happen to you.

You’re budget is limited as it is, so it’s important that every piece of your content serves its intended purpose.

Try these effective, affordable methods of promoting your content:

  • Collaborate with your stakeholders, employees, suppliers and others to share each other’s social media posts to gain more traction
  • Write a blog article summarizing the content you’ve created
  • Use a free version of a service like MailChimp to email the content to your customer-base in the form of a newsletter
  • Create a contest where customers are entered in a drawing to receive a gift card or other prize for sharing your content

Newsletter software

These are just a few ways you can promote your content without dipping deeper into your budget.

The above tips will help you save money and be successful in your content marketing.

Remember, just because you don’t have the budget of a major corporation doesn’t mean you can’t do content marketing effectively. As these tactics take hold, and your content begins to circulate, the additional revenue you’ll generate will allow you to increase your content marketing budget each year.

So start here, and then plan accordingly as you begin to see success from your efforts. Please feel free to share examples of small business marketing that you love in the comments section below.

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Anthony Gaenzle

Director of Marketing (Saxton & Stump and SE Healthcare) and Founder (AG Integrated Marketing Blog) at Saxton & Stump / SE Healthcare Quality Consulting and AG Integrated Marketing Blog
Anthony is the Director of Marketing and Communications for Saxton & Stump, LLC and SE Healthcare Quality Consulting, as well as the founder of the AG Integrated Marketing Blog. He previously served as Director of Marketing for a global content marketing agency and founded AG Integrated Marketing Strategists, serving in a marketing consulting role.
Follow Me

Anthony Gaenzle

Anthony is the Director of Marketing and Communications for Saxton & Stump, LLC and SE Healthcare Quality Consulting, as well as the founder of the AG Integrated Marketing Blog. He previously served as Director of Marketing for a global content marketing agency and founded AG Integrated Marketing Strategists, serving in a marketing consulting role.

2 thoughts on “3 Content Marketing Tips for Small Businesses

  • January 2, 2016 at 2:05 am
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    Good tips Anthony Gaenzle, especially for New Year when we are looking forward and setting goals for the new year. It seems overwhelming for small business and you’ve broken down good steps to take stock of where you are and how to move forward in by taking small steps and with inexpensive options so that anyone can get started. Good steps to start the new year right!

    Reply
    • January 2, 2016 at 6:04 pm
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      Thanks, Patt! Hope the New Year is starting off well for you! Hopefully these tips help out at least a few small business owners in determining what’s an effective content strategy for them.

      Reply

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