How does Aussie Small Business get noticed online, build its reputation, and create trust and authority with its customers?
And, how does an Aussie Small Business, just like yours, compete with the money and power of large organisations? Money and power that you just don’t have!
The answer is through Content Marketing.
What is Content Marketing?
The definition of Content Marketing according to Content Marketing Institute:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
A bloody good explanation. Don’t you think so?
If we break each part of the definition down a bit further, we get this:
1. A strategic marketing approach.
This implies that content marketing is a well thought out, strategic, deeply considered, and planned approach to marketing. Beginning with a plan is a great place to start so you understand which direction to take.
2. Focused on creating and distributing valuable, relevant, and consistent content.
Content must firstly be created and then distributed or shared, while it must also add value for the reader, and be relevant in order to provide sought after information, or to solve a perceived problem. Content needs also to be consistent in both its message as well as its regularity of being created and distributed.
3. To attract and retain a clearly defined audience.
The content must be directed at the correct audience to firstly attract them so they want to digest it, and then it must also hold their interest long enough to allow the audience to receive your intended message to consider taking the next step.
4. And ultimately to drive profitable customer action.
The end result is to get the reader to take action, to take up your offer, whether that is to share your content, accept a download, provide their details to you in exchange for value, or to purchase your products or services.
So, as you see, when we look more in-depth at the definition of Content Marketing it becomes quite involved.
Why is Content Marketing Better Than Paid Advertising?
Well, firstly there’s the cost. When comparing the cost of content marketing to paid advertising, the difference can be quite significant in favour of content marketing.
You’ll see more stats in the next section. I promise.
How can it end up costing me less?
Ok. Admittedly, paid advertising has the potential to produce faster results, but as soon as you cease to advertise, your results also stop. So, advertising dollars must be continually spent to remain in front of people’s faces.
That’s true, don’t you agree?
On the other hand, every piece of content you create builds little pathways sprinkled about the Internet leading back to your website, boosting traffic, and creating conversions.
Also, consider that across all industries only 3.75% of people who click on your ad will convert (source: Wordstream.com) that’s an extremely inefficient use of your advertising dollars. Yes?
Note: A conversion can be anything from a sign up, to a download, to a purchase from your business.
Did you know that the strike rate/conversion rate for paid advertising was so low? Just 3.75%...Wow.
And add to that, about 76% of people who search Google no longer trust ads, so they avoid the top 3 results or so, and skip to the “organic results” immediately after.
“So, you’re telling me that on top of only 3.75% of people who click on my ad will actually convert, that an additional 76% of people will go out of their way to purposely avoid my cleverly crafted and customer enticing advert?”
“Wow, that really sucks!”
What positive impact does Content Marketing have on small business?
Want to see some mind-blowing statistics for Aussie Small Businesses that create and share regular, valuable content, versus those that don’t? Yes, of course you do!
Next up, let's see what your Aussie Small Business is missing out on when you don't have a Content Marketing Strategy.
How Am I Missing Out If I Continue to Avoid Content Marketing?
If you only ever look for customers who want your products and services right now, then you risk losing the opportunity to sell to the absolute majority.
The majority of your potential customers are waiting in the wings and they love what we have to offer, but they’re just not quite ready to purchase, not right at this instant anyway.
Of course, there will always be exceptions.
Approximately 3% of potential customers who visit your website will buy from you immediately. They are called impulse buyers and we love them. But Content Marketing isn’t about targeting these customers though.
Content Marketing is about engaging and enticing the other 97% of potential buyers that come and go to your website and social media pages.
These people like the look of you, but they also need to trust you before they commit to buy, and if you fail to engage these people, you are severely limiting your businesses’ profitability.
In these tough times, Aussie Small Businesses, like yours, need to look for any advantage that will help increase their bottom line.
And that’s exactly what Content Marketing does.
So, do you think your Aussie Small Business could benefit from a Content Marketing approach? You want more than 3%, don’t you?
Wouldn't you like to attract, engage, and entice some of the other 97% of potential customers?
What if you could raise the numbers by another 5%, 10% or even 15% of customers with your Content Marketing efforts? Wouldn’t that be worth it?
HELL YEAH! WITHOUT DOUBT!
But I don’t have the time to spend creating lots of content!
OK, I know. I understand that you’re so busy running the day-to-day operations of your small business. I get that.
And, you probably lack the time or inclination to create your own content on a regular basis. Yep, you’re right.
If that’s the case, outsourcing your content marketing to a freelance content writer/copywriter, like me, or a copywriting agency can be a great solution.
OK. Let’s review the key points of this post.
At the beginning of this post I asked these questions.
“Does Content Marketing Work for Aussie Small Business?” Yes, it does. Absolutely!
“How does Aussie small business get noticed online, build its reputation, and create trust and authority? And how does it compete with the money and power of large organisations?” Through Content Marketing
What is content marketing?
Why should you get serious about Content Marketing?
And a final little quote to keep in your mind, from Content Marketing Institute:
Bottom Line: Skilled, Consistent Content Marketing Works
Content marketing is the present and future of marketing. It’s efficient, engaging, compelling and gently persuasive. But, best of all…IT WORKS!
So, hopefully you made it through to the end of this article…and now you want to take the next step.
With assistance, Content Marketing doesn’t need to be difficult.
Don’t you think it’s about time you got serious with Content Marketing for your Aussie Small Business?
Ask Me Today, how I can help make your Content Marketing easy.