Deciding what type of content to create to market your small business can be challenging. But don’t worry: three simple questions take the hassle (and the guessing) out of content creation.
Begin by asking yourself for whom are you creating content.
For example, you are a B2B business your audience will be other business owners or the people in charge of certain departments of a company.
As you try to bring your audience into focus, “marketing persona” is a technical term you may find useful.
A marketing persona is basically a portrait of the person you want to target with your content. For example, if you have a cafe, your marketing persona may look like this:
- Name: John
- Age: 20-40 years old
- Are they married? Yes
- What is his/her level of education: Highschool
- What is his/her daily routine like? Work from nine to five during weekdays, weekends free
- What are his/her needs? To have a place to kick back and relax
Now it’s time to determine why you are creating content.
This may sound obvious because most people create content in order to sell something.
However, not all sales are the same. Maybe you want to sell a service, like John with his coffee shop. Or perhaps you want to sell a product that people can purchase online.
Also, in some cases, the goal of creating content is not to sell something immediately, but to create brand awareness, which in turn will eventually lead to a purchase.
Knowing why you are creating content will help you focus on the types of content that serve your purpose.
For example, if you need to sell products right now to avoid a cash crunch, Search Engine Optimization may not be the best option because it pays off over time.
On the other hand, if what you want is to create content that keeps working for you in the long term, then SEO is an excellent choice.
Now that you know your audience and have a clear purpose, we can move on to the “how?” of your content strategy.
The other two factors will determine how you convey your message.
Let’s suppose that you have determined that your audience is the people in charge of purchasing material for a company. In that case you may want to steer clear of Instagram and pay special attention to LinkedIn, the social platform focused on professional networking.
To continue with our example, chances are good that your target audience prefers to do extensive research before making a purchase decision. In that case it would be a good idea to create comprehensive blogs that make a compelling case for your product.
Asking yourself these three simple questions will help you create more effective content with less effort.
More Digital Marketing Tips and Resources
If you are interested in learning more about digital marketing, here are some previous posts you may find interesting:
- Does bad grammar affect the way my website ranks on search engines?
- What is ROI in marketing?
- What is Search Engine Marketing (SEM)?
- Using the four P’s of marketing to grow your small business
- The basic dos and don’ts of digital marketing
Contact the Experts in Digital Marketing!
Need help with your content strategy? Our experts at Uniko Biz Solutions will help you find the right marketing mix to connect with your audience and achieve the goals you have set for your business.