Entrepreneurship is on the rise.
According to the Small Business Administration (SBA), there were 30.2 million small businesses in the United States in 2018. That’s a lot of competition … almost enough to make you rethink your dreams of starting your own business.
But you shouldn’t. You should look at those numbers as a sign of encouragement for you to pursue your dreams as well. Thanks to social media and the internet, entrepreneurship is available to many. And with that accessibility comes the noise and difficulty of standing out in the crowd.
Many businesses are relying on content marketing to create brand awareness and bring value to their targeted audiences. To understand the benefits of content marketing, you must first understand the basic definitions of content and content marketing.
What is Content?
Business Dictionary defines content as
“Text matter of a document or publication in any form. Content is both information and communication: the sum total of the freshness, readability, relevancy, and usefulness of the information presented, and the manner in which it is presented.”
In my words, content is words — written (or spoken) — used to present information and/or communicate with defined readers. The most common forms of content are:
- Social Media Posts
- Case Studies
- White Papers
- GIFs and Memes
What is Content Marketing?
As you probably guessed, there are many definitions of content marketing. Here are a few of my favorites:
The Content Marketing Institute, one of the leading authorities on all things content marketing presents this definition:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
“Content marketing is the creation and distribution of online content designed to attract and engage an audience.”
To me, content marketing is a marketing strategy that uses content to pique curiosity in the brand’s product or services. This can be accomplished by creating the content or sharing similar content. The brand’s goal isn’t to make the sell yet, just to get the targeted audience thinking or interested in their service or product.
Why is this important to you as a new entrepreneur?
As a new business, acquiring new clients or customers is detrimental to your business success. However, it’s been proven that people buy from people they know, like, and trust. So, it makes sense that you learn as much as possible about content marketing and the benefits it can lend to your overall marketing plan.
So let’s talk about why content marketing should be one of your top priorities as you build your business.
Content Marketing is budget-friendly.
Marketing is an expense most new businesses put on the back burner. It can be quite costly and new business owners rarely have tons of money to waste in the beginning.
Creating and executing a content marketing strategy is a sensible way to build brand awareness around your product and service.
Your focus should be building your presence online starting with your website, social media, and a blog. You must be consistent in creating fresh, useful, and relevant content for your audience. Blogging at least 2 times a week, at a minimum, combined with a solid social media strategy should help you gain traction in creating an online presence and spreading your message.
Content Marketing can help you develop your distinct brand voice.
Consistently creating content will help you define your brand voice. It will draw potential clients or customers to your brand. Will you create a serious, professional brand? Will you include humor and playful language in your content? Does your brand share memes and gifs? You will decide this based on the target audience you are trying to reach. Your brand voice will connect you to the people you wish to serve.
Content Marketing can help you connect with your audience.
People want to establish an emotional connection with you and your brand. They don’t want to feel like they’re talking to a robot. Take time to browse the comment section of your blog and social media posts and respond to as many comments as you can. Share behind the scenes footage of projects you’re working on or events you’re attending. Let your audience be witness to your entrepreneurial journey. When people feel like you truly care about helping them solve their problems, they are much likely to trust you and your brand. Frequently updating your online content will also boost your SEO and help you reach organic traffic.
Content Marketing boosts your Search Engine Optimization (SEO).
Getting online traffic to your website, organically, can be difficult. But consistently publishing content — with targeted keywords — on your website can help solve this problem. SEO is basically a series of steps businesses go through to make sure the content they publish appeals to the search engine. When the search engine finds content that is useful, relevant, and high-quality, it ranks it a little higher on the search results, driving organic traffic.
Content Marketing is a great market research tool.
As you build trust with your audience, you can share ideas for new products and services and get feedback that could be crucial to expanding your business. Having access to an audience that connects with you — because you’ve been serving them faithfully with useful and relevant content — is a big win and can contribute significantly to your business growth. Market research becomes easier, saving you time and money that could be wasted creating something your audience doesn’t want or need.
As a new entrepreneur, it’s easy to be overwhelmed by the need to create content. Focus on creating content that your audience craves and ask them for ideas when you’re stuck. Many of them will be honored to give you content ideas.
How do you intend to use content marketing to grow your business?
Are you new to entrepreneurship and could use some guidance building your online presence and brand awareness? Click this link to schedule a consultation call to get started creating a successful business serving your dream clients.
If you found this information useful, please share it and join our mailing list to receive monthly tips and resources to help you become a better copywriter.