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“Content is King” – Bill Gates

As a small business owner, it makes sense that you want to achieve growth while spending as little as possible, right?

Now, before you start rolling your eyes and thinking ‘yeah, but that’s too good to be true’, just take a second, and hear me out.

The great Bill Gates once said “Content is King”, and he definitely wasn’t wrong! In the uber competitive marketing landscape that we live in today, businesses of all sizes are making substantial investments into building content marketing programs and strategies. Why? Well, content marketing has been proven to deliver resounding results. In fact, a Hubspot report revealed that in 2022, 70% of marketers are currently investing into content strategies, with 72% of those respondents stating that having a good content marketing strategy was a major key to their success.

However, for small businesses who don’t have the same resources and budget as the bigger players, content marketing is even more vital. Content marketing has proven to deliver a higher overall ROI for every dollar spent. Although, be warned, committing to growth using a robust content marketing strategy isn’t a quick fix solution; it’s a long-term strategy that can pay you dividends for years to come once it’s been put into effect.

While you might be thinking “Yeah, but I just created a website and signed up for a handful of social media accounts – isn’t that enough?!”. While this is definitely a great start, the next step would be to actually create content that you can share and distribute across these channels. If it sounds like extra work, that’s because it is. However, the benefits that come from honing in on content marketing far outweigh the time, money and effort that goes into it. Still not convinced? Let me take you through some of the key benefits of why content marketing is so important for small businesses.

WHAT IS CONTENT MARKETING?

Content marketing is the process of creating and distributing valuable, relevant and consistent content in order to attract and retain a defined audience.

5 Reasons why content marketing is important for small businesses:

Helps to establish trust with your audience

Creating content that is both of quality and relevant to your audience will help you in building lasting relationships with your audience. You can utilise your content to answer frequently asked questions and to interact with your customers. The bonus that comes from this, is that, when you create value without taking anything in return, your audience is more likely to trust your advice and recommendations.

Building this trust (and authority) helps your business to establish a positive brand reputation, which will help in building that positive association with your company and boost engagement and interest both now and in the future.

Amplify your social media presence

A key aspect of an effective content marketing strategy is to aim to create share-worthy content for social media. While content supports every aspect of your brand’s digital strategy, when utilising multiple channels and platforms, you want to ensure that you are providing your audience with consistent, quality content no matter where it is being published.

Therefore, a thoughtful and well-executed content marketing strategy will allow you to promote your brand through various channels and tactics. One such way that you can achieve this is through the use of social media. Once you’ve established a level of trust with your audience, your social channels can be used as a brand promotion tool, filled with useful, engaging, tailor-made content to suit your audience’s needs and tastes.

Generate more leads and increase conversions

I like to think of content marketing as a map that guides your audience to your brand’s real value. Your content is a great top-of-funnel strategy that gives you the ability to share information with your audience in a captivating way. By creating content that features engaging call to actions (CTAs), you’ll be able to generate more leads efficiently and effectively.

Bearing that in mind, it only makes sense that utilising content marketing as a method of lead generating increases your conversion rate. Content is a great way to bring users to a landing page, where you can include powerful CTAs in your content. The more engaged the user is, the more likely they’ll be moved to action and click on your CTA, thus moving further down the funnel.

Improve the effectiveness of your SEO efforts

The more consistent, high-quality content you produce, the better your SEO results will be. 

The content you create should help your business become more visible online, while building trust and authority with your audience. So, the more content that your brand creates and publishes, the greater your online presence will be – which will help your website in ranking higher in search engines.

Save money on your marketing budget!

Here’s where we reach the real crux of content marketing reigning supreme. Especially when compared to paid advertising, content marketing is one of the most cost-effective marketing strategies available.

In fact, if you choose to create the content yourself, the use of most platforms is free! This makes the use of organic content marketing a great option if you’re running on a tight budget and are confident that you can create meaningful content.

What can content marketing mean for your small business?

With the right strategy in place, content marketing can help your business to increase web traffic, brand awareness and boost sales. For small businesses, implementing a content marketing strategy holds the promise of growth – for both your business and the bottom line.


Need help in getting started with building the right content marketing strategy for your small business? Get in touch with us today – building brands from the grassroots up with minimal spend is our absolute jam!