The Two Parallel Styles of Small Business Content Marketing

Mazda Keys

Content has been the big play for over a year now in the world of marketing. It’s the glue that holds social media marketing and search engine marketing together and it’s becoming so prevalent that the old ways (the ones everyone started using this year) are already starting to become obsolete.

Don’t get me wrong – the techniques themselves still work. The problem is that everyone is starting to get it. The competition level for content marketing at the small business level has gone from non-existent at the beginning of 2013 to hyper-competitive before the end of the year. It’s too easy, too important, and has too many people talking about it for most companies to miss.

Perhaps as bloggers, we did our jobs right. Now, we’re faced with a dilemma – taking it to the next level. Thankfully, the strategy is pretty much the same with an expansion into a two-style mode. By going with this format, you’ll be able to stay ahead of the competition that is starting to catch up to you.

 

Style 1: The Local Content

This is the easy part. For localized small businesses, it’s all about talking to to and about those in the local area in order to build buzz. The concept is this: post content that is enjoyable or useful to your potential customers and they will share it on social media as well as generate an occasional link or two.

It’s the style that everyone’s starting to get. Just in the automotive industry alone, we’re seeing multiple dealers in the same city making videos about how to change a Mazda key fob battery, writing articles about their first shipment of Chevy Corvettes, and bringing in local celebrities for interviews and discussions.

Just because so many are starting to do it doesn’t mean that you should stop. It means that you have to step up your game. You have to make your content better, get more people to share it, and post more often than your competitors. It means that you have to work harder than everyone else, but that’s one of the things that are necessary in order to stay ahead of the game.

 

Style 2: The Broader Content

The goal with all types of content is to become the authority on your topic. We have known for a while that localized content works, but it’s not able to stand alone anymore in most industries because of the competition level. To make it stand out ahead of the competitors, you need to hit the national arena.

This means that you can no longer just be the local authority. You have to get the type of content out there that can resonate with a broader audience. This is only possible if you’ve already mastered the local content style and you have a strong following for it.

Going broad is harder. It requires that the content have a more general appeal. It means that your local following will share it as well and that their friends and family from the rest of the country or world will see it and find value as well.

It could be reactions to national news about your industry. It could be universal help items that are not localized. It could be great videos, images, or infographics that anyone anywhere in the country can like.

It also requires a bit more professionalism than the localized content. An iPhone video might work for a quick walkaround of a new inventory item, but to get the national appeal, it has to be better made than that.

* * *

This is the type of thing that many people fear. Just when you thought you had localized content mastered, hearing that it won’t be good enough to keep the gap large between you and your competitors in 2014 can be disheartening. However, if you really think about it, every new challenge like this is an opportunity to shine above and beyond them.

Change is good as long as you’re on top of it.

Enhanced by Zemanta

Social Media Doesn’t Take Weekends Off

Taking Weekends Off

I was having a casual conversation with a counterpart at a different automotive social media company yesterday when he asked, “Why do you guys monitor on the weekends? The dealer doesn’t care and as long as we reply on Monday, they’ll be fine.”

[Read more...]

The 3 Everlasting Social Media Principles for Small Business Owners

Everlasting Gobstopper

Social media has flooded the world of marketing, overtaking traditional concepts and transforming them into formats unheard of.  Conventional theories of outbound marketing have suddenly plunged in a return on investment, as ventures in new forms of inbound marketing skyrocket for business owners.  However, with such a new structure in a world unknown, small business owners are finding themselves hopping aboard a train with no destination.

[Read more...]

Google, God of Thunder

Wikimotive Google Mjolnir

Thor is a god, specifically, he’s the thunder god, super specifically, he’s the Norse god of thunder, storms, and beating the pulp out of things with his magic hammer, Mjolnir (just imagine I did the umlaut on the o). Thor is an unruly god, short on temper and long on power. When he approached, you never knew for sure if you were getting the clenched fist or the open palm (though smart money was on the first), and small business SEO services across the world have come to view Google in pretty much the same way.

[Read more...]

It’s Called Social For A Reason

Stop Spam

No one likes being hit with spam. No one likes opening up their emails to find out about all the pills to enlarge body parts, vacations they won, or deals from Nigerian princes that they’ve been missing out on.

It gets old, quick.

[Read more...]

The Minimalist’s Guide To Social Networking

Minimalism

They’re everywhere. Lately we can’t get on the computer without hearing about the start of a new social network. Usually the news comes in the form of a blog post from a guy with thousands of Facebook fans and Twitter followers telling us exactly what we need to be doing.

[Read more...]

A Quick Look at How Social Media Marketing has Grown Recently

Social Media

There’s no doubt that if you’re involved at all in marketing, you’ve either jumped into social media or considered it. As a general venue, it’s clear that there’s somethingthere for just about any business. What that something is tends to be hard to find for some, but that’s why you read social media blogs like this one, right?

[Read more...]

Top 7 SEO Tips for Small Businesses

SEO

Starting a new business can pose different challenges for business owners, irrespective of the product or service they are marketing. Usually, internet marketing is the last thing that entrepreneurs consider for promoting their businesses. Also, it is very common to find poorly managed SEO (Search Engine Optimization) campaigns in small businesses. As SEO agencies can help you deal with your SEO campaign effectively, consulting them for your online marketing campaigns can be a good idea. However business owners should also keep these things in mind for their SEO campaigns.

Know your audience

Identifying your audience is important in any kind of SEO campaign. So, it is important that you  know your target audience before marketing your service or product online. People can use different keywords to search for your product. By choosing the right keyword for your product or service for the SEO campaign, you will be able to draw more traffic to your page.

The right keywords

The keyword that you choose for SEO campaign might not be the one that the  users would have looked for while searching your product. So, it is important to look for different keywords for your product rather than sticking to just one. You must also conduct exhaustive research on the ways in which web users might search for your product to come up with better key words and phrases.

Page connectivity for your website

A website is considered to be well-designed if it allows users to navigate from one page to another effortlessly. Interlink your website so that all the relevant pages are connected. Doing this will increase traffic even to lesser visited sections of your site. This will also help your site have good domain authority and higher position on the search engine results.

Dynamic keywords

Even if you have chosen the keyword which has attracted good amount of traffic to your site, do not stop cycling your keywords. Search trends alter from time to time and you cannot be sure that one keyword will be sufficient for your entire SEO campaign. Look for other keywords which can increase traffic to the site.

Using social media

Establishing your business on social media sites can exponentially increase traffic to your website in the long term. . As more and more users visit your social media page, your chances of  finding potential customers for your product also increases. So, launching your business on social media sites like Google+ and Facebook can do wonders for your SEO campaign.

Build your business through upcoming networks

Besides launching your business on popular networks, it is important to make your presence felt on upcoming social networks so that you have less competition  This is a smart way to expand your business.

Generate original content

Apart from focusing on domain authority and website traffic, you also need to create original content on your page. Some SEO companies focus only on attracting potential clients to your page, but it is also important to retain visitors on your page with the help of original content. You can include weekly blogs and community activities which can help you keep the audience engaged on your site.

What Small Businesses Can Learn from Big Brands in Social Media

Starbucks

More and more small businesses are recognizing the marketing power of social media and joining such sites as Facebook, Twitter, and LinkedIn. Indeed, Facebook alone is anticipated to reach one billion users by the end of 2012. Even those who have been most resistant to joining the revolution are unable to ignore the ability of social media to attract customers via the viral nature of social networking.

[Read more...]

Social Media Cheat Sheet for Small Businesses

Social Media Cheat Sheet

The promise of social media has been high for quite some time as major brands are building their customer base, guiding their customer service, and flat out making money through sites like Facebook and Twitter. Small businesses are finding success as well, but it’s not quite as easy particularly for localized businesses.

[Read more...]