Small & Medium Business & Digital Content: A Practical Guide with Five Key Points

In this article, I will introduce you to five key points that deal with the term “Content Marketing” and explain its meaning. But first I would like to answer two questions that you will already be asking yourself:

1. What is digital content and how does it help businesses?

More and more small and medium-sized companies and businesses, including those that belong to the technology sector or niche areas, have built and consolidated their own Internet presence in recent years by using all the digital tools that they can use Attracting real and potential customers are available: This, of course, includes a website, but also a blog, social networks and e-mail newsletters. Implementing high-quality content that is disseminated with all of these tools means doing content marketing. So what is it about when we talk about content marketing? To a process that is very beneficial for companies in generating interest in new customers by creating texts and other high-profile materials.

2. I have a small/medium-sized B2B company i.e. H. that I have business relationships with other companies and not with end customers. Is it worth investing time and money in such content?

The answer here can only be yes. Probably just such cases – i. H. Services and products in a niche or technical areas that are complex and maybe a little boring and extremely difficult to promote in the traditional way – where content marketing can unfold its full potential. Francesco Gavatorta and Alberto Maestri write about this in the book “Digital Content Marketing”:

” The same product from B2B companies is usually less attractive: engines, gate gates or swimming pools are less likely to ingest the customer than a trendy drink, clothing or food. Here, too, developing an appropriate digital content strategy is an excellent way to show a more appealing side of the offer. “

Once these doubts have been resolved, I think you can go ahead.

1. Content vs. advertising: different and complementary

First of all, the difference between content marketing and advertising should be a long way off.

However, one should not believe that one approach is better than the other. Or that digital will replace print advertising. The following way of thinking would be better: One strategy does not exclude the other and should ideally combine opposites.

It is important to have a certain awareness of the To have language, means, channels and set goals. That the advertising approach is dead is by no means true, but for a small or medium-sized business that does not have huge budgets to plan, it is vital to be very clear about which tools are most efficient for growth. While it is true, in general terms, that planning outdoor advertising (i.e. advertising messages on posters and signs) can be costly and difficult to measure in terms of returns, it is also true that specialized print products, flyers, leaflets, cards and print Invitations are still very useful and efficient when combined with special events and events.

The main difference between creating digital content and implementing promotional activities is in the approach. When we work with media such as websites, cards, flyers, invitations or leaflets, we try to draw the public’s attention directly to the company and its services or products. In this case, one speaks of Outbound Marketing, i.e. H. of a strategy that presents customers with services and products that they do not need at the moment. This is the case, for example, with the classic commercial breaks on television. Or for flyers that are clamped behind the windshield wiper of a car.

However, when it comes to digital content creation, we need to be a little smarter. We need to provide arguments about our line of business that are useful, relevant and interesting to an audience looking for exactly these kinds of arguments and topics on the internet. The approach has to be similar to the publishing industry: only with coherent, constant and high-quality content will our audience find us and see us as a source of information in our market by attracting real and potential customers. In other words, we are in the field of inbound marketing, the aim of which is to create the best possible content so that our potential audience can be found in real internet searches And which ones are selected? Of course, those who are positioned highest in the search engine rankings and are best implemented due to their information and news content and thus respond most specifically to your needs.

2. The best strategy? Learning from people

If there is one thing that the good school of advertising brought into the world of communication and that is certainly still valid, it is the ability to empathize with others. To put yourself in the shoes of your counterpart, to feel empathy for your emotions and to be able to identify with your needs and desires. Thanks to this approach, we can find out wants, needs and feelings that are really in the minds of the audience and thus build an ideal bridge for relationships between us and our customers based on reciprocity and trust. This lesson is also crucial in determining a content marketing strategy. You can also put it this way:

You shouldn’t start from yourself, but from the customer and try to understand the needs of your counterpart: I think this is the best advice you can give for creating high-quality content.

Of course, we first have to be clear about our goals – for example, lead generation (potential customers), increasing awareness of the company, increasing the sales figures or customer loyalty. When we have an answer to the question “Which problems of our counterpart can we solve and how can we help them to implement a wish?”, We can start creating high-quality content.

3. Go beyond text-based content

When you talk about content marketing, you often make the mistake of only thinking in terms of texts. Text is of course the content that we can create the easiest, fastest and cheapest – that’s why it is at the top of every strategy.

However, we shouldn’t forget that pictures and especially videos can be decisive in customer acquisition.

For example, when we distribute content on a social network like Facebook, the algorithm gives priority to videos and distributes them more efficiently to the audience. So a good editorial plan should be a mixture of purely textual content and more visual content and after the possibility to include videos on the topic. These can also be the following very specific and pragmatic examples: A text that has already been generated and distributed can be an infographic, an audio podcast, a tutorial to be distributed on YouTube or – why not? – be a webinar (online seminar) in which an expert from your company helps potential customers to deepen a specific topic.

4. Proper dissemination of the content

It is safe to say that the way the content is distributed is just as important as the quality of the content. Good content is not enough to be successful.

We have to generate a “content hub”, an efficient system for disseminating content and attracting customers.

A blog can serve to serve customers through a systematic social network To lead the network to the website, for example by activating strategies such as repostings and retweets (sharing the content on appropriate pages and profiles). Of course, email marketing can also be crucial. The so-called engagement, i.e. H. the ability to entice the reader into precisely worded actions, such as clicking a link or replying to an article, can of course be simplified by allowing sharing and commenting on social media. Finally, appropriate call-to-action buttons (buttons within the content that prompt the visitor to act) can also prove to be important in order to get the customer to look at and to view the products on offer buy.

5. Measure, improve and redefine

Analyzing data is not one of my favorite activities. It must be said, however, that our content strategy should be reviewed after specified periods, for example, every three months.

The goal should be to determine the return or the ROI (Return of Investment) with clarity in order to see whether our work is bearing fruit or not.

Each of the tools through which we distribute our content (websites, blogs, social networks, newsletters) has one or more systems for data collection that show us whether our content is working or not. In this way, we can see how often it has been read, which topics our readers are most interested in, how often our content has been shared and how often the readers of our content then came to our website to buy something or request a quote.

The most famous internet platform for collecting and displaying this data is Google Analytics. Google Analytics offers us valuable help in understanding how we can constantly improve our content marketing strategy. It is best seen not as compulsive and unsettling control, but rather as an opportunity to use numbers in a constructive way, such as looking for new keywords or suggesting a topic that the audience cares about seems to lie.

Finally, a brief summary: What did we discuss in this article?

  • Content Marketing is a strategy that is complementary to traditional advertising
  • Digital content helps to win customers by recognizing real needs
  • In order to generate good content, you have to identify with the customer and think about their real needs
  • Content is not just text, it can also be images, videos, podcasts and much more
  • In order to increase the value of good content, you have to find the right channel to distribute it (on blogs, on social networks, via newsletters, etc.)
  • Results that have been achieved through the content on the Internet are measurable in order to continuously improve them and develop better strategies

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