Small Business Saturday Blog
5 content ideas every small business needs
Wednesday, May 22 at 22:14
Your content strategy is an effective channel for growing your small business. It’s good for SEO, builds your customer community, and keeps customers returning to your business for more than sales.
But a good content strategy is a diverse one. Read on for five content ideas that every small business needs in their strategy in 2019.
Provide product guides that get your business noticed
The research stage of the buyer’s journey is a vital one — this is where they explore their options to find the right product for them. And while the research stage might seem out of your hands, it’s actually the perfect time to get your foot in the door and push ahead of the competition.
By producing product guides that inform potential customers about their options, you can push your product to the fore. Create a guide that provides comprehensive overviews of the various options on offer, while ensuring yours comes out on top as the obvious choice for the customer.
You can achieve this in a variety of ways, but video is perhaps the most popular. As a content form, video is popular and engaging — plus, it’s easy to create and cascade across social too.
Takeaway tip: product guides let you join the research stage of the buyer’s journey on your own terms. Use your guide to identify potential issues your customers might have with your product and head them off early, overcoming objections before they arise.
Be a brand with a heart with a strong charitable commitment
More and more consumers demand that the businesses they shop with have clear, charitable commitments. Brands with dedicated ethical, charitable, or sustainable practices increase customer loyalty by showing themselves as more than just businesses — they are brands with a heart.
Even the smallest of businesses can (and should) implement such an initiative into their strategy. It doesn’t need to be on the scale of big brand charity commitments — just donating a percentage of your profits to a small or local cause is enough to show your customers your charitable side.
Publicise your efforts through your content. Charity Q&A sessions, founder profiles, original videos of the work your chosen cause does — these all make for great content that engages your customers with your business on a deeper level, enhancing your branding as a result.
Takeaway tip: if you are a brick-and-mortar business, choose a local cause as your supported charity. This helps engage local customers, building an offline community as well as your online one. Partner with your charity for a content exchange, promoting each other on your email and social channels for a beneficial relationship that works for each party.
Embrace UGC for customer-focused content
User-generated content (UGC) is a content quick-fix that virtually every business can take advantage of in 2019. With so many social platforms at your fingertips abundant with fresh, unique content, it’s an idea you need in your small business content strategy.
UGC isn’t just a quick, low-cost way of sourcing content to fill your editorial calendar. It’s also a great way of building your customer community by showing them some appreciation, and that’s money in the bank for small businesses.
A strong customer community is a loyal one, with shoppers return to your business time and again. UGC reinforces this by showing them that you value their input, nurturing your community as a result. It also provides you with some powerful social proof into the bargain — very slick.
Takeaway tip: there are a number of UGC content ideas you can use, but competitions are the easiest and most popular. Launch a UGC competition and invite your customers to submit their unique snaps to your small business, using a branded hashtag to collate all the answers. Share the best ones to your own feed (with permission, of course), and celebrate your customers and the value they bring to your small business.
Create comprehensive guides that educate your customers
You know your customers inside-and-out, and you know the issues they care about and the problems they face. Your buyer personas provide an insight into how your customers tick — and inspiration for your own content too.
Create comprehensive guides that directly address these issues. In doing so, you position your small business as more than a commercial entity, but as a resource hub that your customers can turn to time and again.
For example, let’s say you’re a tech brand with a target market interested in gadgets and electronics. Your customers will naturally have concerns about a range of tech-related issues, such as how to hard reset an Android phone or how to sync a smartphone to a tablet.
Address these issues in your content, and create guides that are always relevant and regularly updated. These make for evergreen content that people will turn to when they need it and generate leads as a result.
Takeaway tip: conduct deep customer research to find out their desires and pain points, and create a series of detailed guides that resolve these issues. Update them regularly with new data, and use natural headings and an FAQ section to make it SEO-friendly. Click here for more evergreen pointers.
Play with interactive content to nurture a community
Interactive content is perfect for small businesses, for a number of reasons. First and foremost, it strengthens your customer community, engaging them with your business. But it also encourages further sharing of content on social and adds diversity to the usual one-way content formats.
There are a number of interactive content ideas you can easily use for your small business’s strategy. Competitions are one of the most common and are simple to set up. The offer of a prize encourages customer participation, and it’s a great way of sourcing customer emails to build your subscriber lists.
Other great interactive content ideas include quizzes, polls, and surveys. Polls in particularly are ideal for sourcing customers’ thoughts on new products, providing quick-fix market research when you need it.
Takeaway tip: Twitter and Instagram both have useful poll features that you can use to serve a specific purpose, such as sourcing customer opinions on product development, or simply as a bit of fun. Take this further by turning your poll responses into blog content in its own right, e.g. “80% Of Our Customers Use Fabric Conditioner — Here’s Why”.
As a small business, your content strategy is vital in generating new leads, driving traffic to your store, and making your brand stand out against your competition. Follow the tips above and create a diverse content strategy that serves your business time and again.
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