We hear it all the time – “I don’t know what to post!”
If this is you, you’re not alone. Most small businesses don’t have the capacity to spend hours every week creating content. You have a business to run, social media is one of the last things on your mind.
Since every minute counts, we’re decided to write down a few ways to create content that produces results. Your brand needs visibility and relatable content to grow. While we suggest finding outside help to alleviate some of this stress, if you’re a small business just getting started, here are some key tips to producing quality, customer-centric content for growth.
#1. Establish Your Brand’s Voice
Take a minute to think about how you want to present your company to the world. Do you want to be quirky and fun? How about educational and intellectual? Shoot, there are brands out there that are thriving with a witty and sarcastic brand voice. So think about how you want to be portrayed. A successful brand voice will resonate with your target audience and (most importantly) remain consistent throughout all channels.
#2. Try to Create a Cycle Instead of a Funnel
Now I know this sounds blasphemous – we’ve been using funnels since the dawn of time – but stay with me here. A great funnel will always convert, but there will always be drop off points as well. If you change your strategy to a repeating cycle, your customer journey is always flowing, no matter what point they get to. Think of something along the lines of this:
You send traffic to your website, the consumer downloads your freebie, they love it so they turn into a customer, happy customers turn into great brand awareness, which triggers new traffic to your website, and so on and so on.
#3. Fill the Gaps
Assuming you’re knowledgable about your market, find gaps you can fill. What are people wondering about your industry? Is there an unknown problem out there that your business is the obvious solution to? Focus on being the authority in your industry. Does your website have a pillar page? Google has been rewarding ‘topic clusters’ aka pillar pages. This is a great way to fit a ton of information into an organized page on your website. Almost like a table of contents in a book.
#4. Develop a Content Strategy for Organic Traffic
While advertising is a no-brainer nowadays, organic traffic will always be king. So whether your main focus is around blog posts or social posts or whatever else, find a strategy that proves successful (hello Google Analytics!) You’re looking to give your customers something they actually want. Something they’ll share with friends and family. And most importantly, something that keeps them coming back for more. With content, quality and consistency are both vital to the success of organic traffic. Give people something they’re looking for. Better yet, provide an answer to something they didn’t even know they had a question to.
In a world with limitless competition, it’s becoming harder and harder to obtain a share in the market. While ranking for keywords will always be beneficial, it’s the commitment to customer-centric content that will lead to success.
Need a leg up? Stade Marketing is here to help. From strategy sessions to content calendars to full-on digital service, we’ve got you covered!
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