If you’ve spent any time investigating the marketing options available to you as a small business, then you will have heard about content marketing – and of course, I’ve mentioned it plenty of times here on this blog. Unlike traditional marketing, which embeds your advertising into or alongside a website, video, or other medium that your customers are engaging with, content marketing works by creating relevant and interesting content that will benefit or interest your customers. That means that customers will come to your marketing voluntarily, rather than only seeing it because it has been pushed in front of them. In this article, I look at five of the reasons that content marketing is ideal for small businesses, and the benefits that it can provide.

1. It builds trust in your company

Content marketing offers an opportunity for you to show the knowledge and expertise your company has in its field. By creating content that helps to explain complex aspects of your business in a way that your audience will understand, or by putting together how-to guides or answers to your customer’s questions, you can demonstrate your ability to solve the problems that your customers are facing, which shows your customers that they can rely on you to handle their needs.

2. It gives more bang for your marketing buck

Content marketing is one of the most cost-effective methods of marketing available to a small business. While outbound marketing relies heavily on paid placements to drive user engagement, content marketing is driven by creating material that will draw users to your blog and to your website organically. Because of this, content marketing typically costs around 62% less than traditional marketing methods.

3. It raises your visibility

If there’s one thing that search engines love, it’s content. Regularly publishing high-quality content will help raise your online visibility, helping you to appear more often in search results. In addition to that, high quality content is something that your customers will share with others in their social network, introducing you to new potential customers. A good piece of content can continue to do its job for months or even years, drawing in new people to your site and raising the profile of your business with little to no further input.

4. It helps to educate your customers

There’s almost always more to a business than can be explained in a single image or a thirty second video. Content marketing lets you create longer form pieces that can educate your customers about how your business operates and how it can help them.  If you find that many of your customers don’t understand the best solutions to their problems, or the best ways to approach a situation they are struggling with, content marketing can help to make your customers more informed.

5. It nurtures your leads

Most customers don’t make purchases based on a snap decision. Before they commit to a purchase, most customers will research a business, research the products they are looking for, and evaluate the options that are available to them. By offering content that can educate and inform your customers, you help to move them through that process, providing them with the information they need at each step of the process and helping them make their decision. Good content can help a small business reach more customers, more effectively, for less money.

If you are ready to get started creating top quality content, John Rowbottom Design and Marketing can help. To find out more, visit jrdm.com.au today.

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