Here’s how to curate business content marketing on any budget.
Content is everywhere you look and it’s largely produced by a huge industry. When business owners hear the phrase “content marketing,” they think about its expense. That’s perfectly reasonable, but, what’s incredible is how pervasive this perception is among small and medium-sized companies.
A full 65 percent of businesses consider it “too expensive,” yet, B2B companies spend 30 percent of their marketing dollars on it, according to a study by the Content Marketing Institute. What’s more, the industry is on a trajectory to reach $118 billion this year alone. Obviously, there are commercial entities spending large sums on content marketing, but for small businesses on a budget, it’s a different story.
Business Content Marketing on any Budget
The truth of the matter is, producing content doesn’t have to be expensive. It can be a bit time consuming, but you can do it for a fraction of the cost that big businesses spend. It all starts with looking for sources and inspiration. Many small business owners get stuck before even getting out-of-the-gate because they, “don’t know what to write,” a reason so often given.
Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site. In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic. Think about the words users would type to find your pages and include those words on your site. —Google Webmasters
Well, writing is an art form, there’s little doubt about that, but, its not an insurmountable task. The trick is finding topics to cover and doing so in a way the audience will understand and appreciate it. If you take just a few hours a week, you’ll be able to find plenty of things to write about. Here are some ways to produce business content on any budget:
- Use content from your email. You’ve probably answered customer questions before and your email outbox is the perfect place to look for content. Search through your sent folder for answers you’ve already written. Spruce these up a bit, and before you know it, you’ve got a full blog post.
- Get inspiration and information from industry sources. If you subscribe to periodicals or other types of industry publications, these can be a treasure trove of inspiration and information. You can even use facts and figures, just be sure to give credit to the source.
- Write about tactics and tools you regularly use. You intimately know the tricks of your trade, but, your customers and prospective customers probably don’t have the first clue. Write about these and break them down into digestible pieces.
- Ask team members for ideas. Your team members are a great source for content ideas. Ask them how they’ve dealt with a particular situation, solved a problem, or, how they explain this or that to new customers.
- Summarize long form content. Turing back to periodicals and other publications, you’ll find that some articles are quite L-O-N-G. Summarize the main points and include your own unique take on the topic.
Once you create an article, run spelling and grammar checks, then, read over it. Be sure to include a high-quality image to dress it up and then you can share it on social media. Repeat this ritual at least once per week and you’ll create more exposure for your brand.
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