When starting a new business, many people focus on their product or service and forget about the importance of marketing. They think that if their product is good and brings value to people, then there is no need to worry about marketing; its reputation will grow, and the product or service will end up marketing itself.

There is also another part of business owners who think that spending millions on marketing is going to help them achieve their goals. But let me get this straight. Marketing your business isn’t about spending more than others or throwing away as much money as you can.

It is about acting smart and making wise monetary choices. There are, of course, millions of different ways to market your products and services.

If you have a small business looking for a reliable way to market your products while spending a very little part of your funds, content marketing is one of the best possible options for you. If you are still thinking about whether to start content marketing or not, let me give you 5 reasons why every small business should utilize it.

1. It gives you more contact points with your audience

Bringing in new customers and driving sales is one of the most important goals for any business. If it is not one of your goals, then what you have is probably not a business. To be able to drive sales and engage new customers, we have to step into contact and connect with them.

There are plenty of channels to consider, but which is the best and the most effective one? Let’s take a moment to think about it.

It is the 21st century, and everyone keeps saying that we have all become slaves to technology. On the one hand, I can’t deny that. But, on the other hand, I should admit, I am quite happy that’s the way it is.

Technology not only gives us an opportunity to be closer to our audience and to connect with them but also allows us to analyze their behavior and get better at what we are doing.

Let’s take the example of Youtubers, who make video content. Many of them make videos on demand. You would hear phrases at the beginning of their videos such as “As many of you guys were requesting in the comments I’ve made this video.” or “I’ve had many messages asking to make the second part of the ‘xyz’ video, so here it is. Hope you guys enjoy it.”

They use the comments to get more and instant information about the demand, get feedback, or to simply interact with the audience to get to know them better. This information can later be used to improve their videos and make adjustments to the audience’s preferences.

However, if there was no online content, there wouldn’t have been room for daily interaction with the audience.  

2. Has high return on investment

While traditional marketing channels might drain your pockets, content marketing, to some extent, can be completely free if you employ the resources you already have.

To start your content marketing journey on your own, you will have to choose the types of content you will be producing.

The most general types are text, image, audio, and video, which also have their own sub-types you can choose from. Let me point out that each of these four types is very easy to produce nowadays. You won’t always need to hire someone else as you can easily do it yourself.

But let’s say you don’t really have time to do it yourself or you have already been doing it yourself for a while, but now you need to pass it on to someone else.

Of course, you would have to pay for it, but it is worth considering that content marketing is 62% more cost-effective than traditional marketing. I believe that a piece of information has the power to affect your decision when choosing between traditional and content marketing.  

3. Boosts organic search results

I would say content marketing is the word of mouth of the Internet. We keep adding content on the Internet, trying to get as many shares for it as possible. Talking on different websites about our business raises awareness and helps to bring more traffic.

Let’s suppose you publish articles on your company’s blog regularly and submit guest posts on someone else’s website. You also put out videos on your youtube channel and have a weekly podcast. In addition to that, you share the links of all the published content on your social media channels, and you make sure any piece of content is crafted specifically for your target audience.

If you keep doing all of this regularly, your content will always remain fresh. What’s more, your target audience will start learning and talking more about you and your content. These will automatically boost organic search results.

4. Content can go viral

Everyone wants to have viral content. But let’s be real. How can your content go viral if you are not publishing anything on the Internet?

I guess it can’t, so the only way to go viral is to start producing content. Virality comes with a very large quantity of people engaging with your content. This is a big opportunity for you to try to capture that audience, redirect to other pages of your website, and eventually convert them into leads.

But, while having viral content is good, you should be careful, because that’s when you have so many eyes on you. Even after your piece is not that popular, anything you do gets noticed by a lot more people than it would before. 

5. Enhances your reputation

Content marketing is about sharing, showing, and helping your audience to find what they need, whether it is information, products, or services.

Your reputation will be reflected in your business ratings and reviews. If your audience speaks highly of you, that benefits you. To be able to get there, all you have to do is to be smart about how you represent yourself and be as transparent as possible. There is something about transparency that feels noble, and people love it.

Jay Paul for The New York Times

Moreover, if the content you create is relatable, people will naturally be more willing to engage with it. Marcus Sheridan, for example, focused on content marketing for his pool installation business. He started writing blog posts and producing videos answering the questions from his audience.

He has chosen to help his audience through content instead of trying to sell his services. As a result, people knew he is the go-to professional because not only he can get the job done, but as an added bonus, he will also give tips and share his knowledge with everyone.

Wrapping up

Photo by Kelly Sikkema

Content marketing is right there, available for anyone who wants to utilize it. I understand that not everyone would want to do it. And that’s okay too. But if you want to get results in low costs, this is the way to go.

Whether you use content marketing to drive sales, raise brand awareness, or anything else, remember that it won’t focus on reaching only one of your goals. If done right, it will help you achieve most of your marketing and sales goals.

One response to “5 reasons why every small business should start content marketing”

  1. Awesome post! Keep up the great work! 🙂

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