The Two Parallel Styles of Small Business Content Marketing
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.
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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.