Content marketing is hot! Not only large companies are more often concerned with content strategies, this also offers opportunities for SMEs. By deploying content marketing in a smart way, customers come to your final goal faster: conversion. In addition, you also ensure involvement and an optimal customer experience, so that customers return faster and promote your company more actively. In this article you will receive practical tips on how to successfully use content marketing for your SME.
It's hot, but for SMEs, content marketing can seem like the next 'must in marketing' that marketing agencies are trying to convince you of. There is so much already: review marketing, facebook marketing (and instagram marketing of course), Youtube marketing, email marketing and influencer marketing. And now content marketing: why would you choose this as an SME?
Why content marketing for SMEs? 3 good reasons
Not sure if content marketing is something for your small business? Here are three good reasons:
- Your customer wants answers. The following applies to every product or service: there is a need that the customer becomes aware of, there are several options, he chooses one and then checks whether the need has been met. In every step, also when purchasing canned cola, he has questions. Cola is about: is the can cold? Do they have diet coke? What is the price here? With clothing it is about material and production (no child labor?), With a broker the method and costs ... et cetera. The question you should ask: how am I going to give answers?
- Attention is becoming scarce. A day only has 24 hours. We look more and more at screens and more and more screens at the same time, but in the end the amount of attention we have is limited. That means that you have to stand out as a company. Scream advertisements no longer work. You have to show that you offer value, that your products fit well with their problems and that you understand your customers. Ads are increasingly being blocked (ad blockers and NO-NO stickers) or skipped (from TV to Netflix).
- Google and the visitor. Google plays a role in every industry, sometimes a ridiculously large role (more than 90 percent of vacations start with googling for example). The times of 'keyword stuffing' and 'link spamming' are over: Google looks to see if your company has good content that is worthwhile. Does your website not offer any supercontent? Then you are not even shown in the search results. You need quality content that not only satisfies Google but above all your visitor. Google sees exactly how your visitors react to your content through their surfing behavior on Google.nl. How quickly does it take before someone clicks away and starts scrolling through the search results again?
For these three reasons, content marketing is an open door for SMEs: it is what your customers want, it is what is needed for your business and it is what Google wants. So then you want to know: how?
Content marketing in SMEs: more than just good texts
Many people think about content marketing blog posts, landing pages and downloads. But content marketing, for example, is also the creation of cool company videos, beautiful images and infographics about products and services, etc. In addition to content creation of text and image, it is also about promotion and analysis afterwards. You have if content marketer also requires knowledge of the use of marketing resources such as Google, Facebook, PR and your newsletter, and can handle the CMS of your website and a marketing tool to capture and measure e-mail addresses, responses and contact requests. Tasty and diverse, that content marketing. So where do you start?
A good content strategy as a basis
Before you start content marketing within your organization, it's important to have a good one content strategy to set up. A strategy is nothing more than good looking around you, thinking about what you want to do and then making a workable plan to get there. To do this, you must answer the following questions:
- Which market are you in? What are the trends and developments?
- Who your target audience? Which channels do they use? What are their expectations, problems and needs?
- What do you want to achieve with that target group? In terms such as reach, revenue and interaction?
- What does the customer journey look like: how does your target group go from potential customer to satisfied customer? Which channels play a role? What steps are there?
- What content is required per step? How do you take your audience to the next step? Through which channel do you deliver which message? Are you going to advertise for promotion? Or do you opt for SEO?
- Which channels do you use? How do you use it? Does that suit what you need? What should you do?
- What time and budget do you have available?
- Do your people have the skills needed? How are you going to take them there? What education or course do they need?
- How are you going to create the content? Self? Or are you going to outsource your content marketing to a freelancer, marketing company or targeted content marketing company?
- How are you going to measure your efforts? Do you only look at the effect on your sales and reach or also at the quality of your content and the process of promotion and creation?
When asking these questions, all kinds of new questions arise. You discover that nobody has been posting anything on Twitter for months. That you lost access when the intern left. That your entire website is actually outdated, not only the texts but also the marketing behind it. Map all those things, and separate projects from ongoing work. As an SME you just have to use your channels qualitatively to put your company on the market and to address your target group adequately. If you are not yet at the desired level, focus on that first. Only then can you get started with marketing campaigns.
Especially in SMEs: overview and focus with these 5 tips
Often an SME has only one person for about everything that involves promotion: the website, brochures, writing texts, editing videos, preparing events, speaking to the press, determining the strategy and if the sales colleagues are sick: just step in . That makes applying content marketing and, in fact, any form of marketing, extremely difficult. How do you keep a grip? A few practical tips from practice for the beginning SME content marketer in search of a hold:
- Map your work. Which things are fixed such as events and customer days? How much preparation is needed? Which periodical expenses do you incur? What are your busy months? When does the sales department need extra hands: during the crowds or during the holidays? This gives you insight into your time.
- Determine the percentage ad hoc. "A little job for the director in between" is part of your job. But it does disturb you if you don't take it into account. Therefore, determine how much work you get unsolicited. How many requests do you have to handle? What do you do ad hoc?
- List your tasks. By mapping your work and determining the percentage ad hoc, you ultimately know how much time you have available to do your 'own work'. Now make a list of activities that you should / want / could do. That can be a fairly long list, so take your time.
- Prioritize. What is the main assignment of the owner or director? What are you billed for at the end of the year? What should you keep going? These are important tasks that you have to plan time for, because those are the things that count. You will see that you also have tasks that you are not actually rewarded for: they are lower on your priority list. You say no to that, you put it with your colleague or the trainee supervisor (not the trainee, the supervisor), you say: that does not help us further.
- Don't forget the conditions. To be able to do your work optimally, you must also have knowledge and experience. If you are going to use that new marketing tool for that major campaign in December, then you must already be able to understand and use that marketing tool well. Ultimately, as a marketing specialist you also have to grow in your role, and every company has included a budget for that. Claim that! Certainly in the new field of content marketing, developments continue to follow.
Outsource Content Marketing
Convinced of the power of content marketing but not sure about the content? Bloeise supports companies with setting up a content strategy, creating quality content (ranging from SEO texts to interviews) and sponsored content. Take Contact to discuss the options for you.