Small Business Content Marketing; How To Get More Clients

Small business content marketing starts with at least two compelling materials that you can use to attract and engage your audience.

Last week I shared a brief small business content marketing checklist to offer an overview for successful implementation of this activity. Now, I wanted to go a bit deeper into the subject and will put together a three part series on the subject covering the three pillars for this area of marketing; Create, Market and Manage.

Small Business Content Marketing – How To Get More Clients

Early in my career I was raised to respect the brochure. The brochure that you could share with a prospect giving them information on your company. The thing is, a brochure is all about you. A brochure is effectively saying; “look how great we are”. A brochure shares little or no value when you’re looking to build trust and credibility.

Bear this in mind when you are reviewing or starting your content marketing.

The question you can ask yourself is;

“How can I leverage my expertise and create something of value that will help my audience?”

Think about these two scenarios:

  1. A prospect is searching the interwebs researching a service that they perceive they have a need for. They come across your website and see a piece of content that is available that will help answer their questions, share insight and/or give context to the situation they feel they are in. What do you think will happen? They will feel thankful that they have come to the ‘right’ place and are more likely to offer the opportunity to take the next step.
  2. You meet someone, at an event or otherwise, and they find what you do interesting enough to talk with you about the subject. What would happen if you could say, “I’m delighted you find this interesting, I actually created/wrote a {insert material} on the subject, can I send this to you?” They would undoubtedly say “Yes”, be thankful that you are trying to help and be more inclined to schedule a follow up meeting with you there and then.

This sounds pretty good, right?

You’re positioning yourself as an expert, raising awareness to what you do (and how you can help) and putting the needs of others first.

So, how do you create content that can be leveraged like this?

Small Business Content Marketing – Creating Materials

  1. Think about the form the content will take (remember I suggested at the start that two forms is ideal). The good news is there are a lot of options. You can create an e-book, audio CD, a report, a video, a slide presentation and more. What I would like to say here is don’t be intimidated by the thought of creating the vehicle to deliver the content. Anything written can be created in PowerPoint and converted to PDF. Anything audio can be created using a simple voice recorder (there are plenty of free and/or low cost options) and converting the file to MP3. You probably already have the resources you need to create something that will be excellent, so keep going!
  2. Think about the content. Now you have the shell, what are you going to put in it? This is the easy part. You already know what you do so well that people want to pay you for your services. The key is to think outward and understand what your audience needs in line with your theme and big result you deliver. For example, if you’re an Accountant you could offer a piece of content that is “x Simple Things You Can Do All Year To Make Tax Time Easier”.
  3. Think about your role. Are you going to be the expert (the form of this post!), the researcher (the person who goes and finds relevant information) or the interviewer (asking others to provide insight(s) that will add alternative perspective into a topic)?
  4. Think about the title. This is especially important if you intend on marketing this online. It’s one thing for you to give someone your content after having a conversation, it’s another for someone to be compelled to grab it on their own accord. In general, and not to simplify things, people respond well to titles that either are clear in what the content will deliver (5 Steps To XyZ or How To XYZ) and suspenseful/fear driven (X Things You Didn’t Know About XYZ). The rule of thumb I suggest is to make it a simple title that leaves the reader knowing what they will leave with when they have consumed it.
  5. Think about the framework. The framework for the content will be largely based on the title, so, for example it could be numerical or modular. However, pay attention to the overall layout. Yes, start with an introduction, then identify/present the challenge before moving to providing the solution and finally, the summary. Please, pay attention to the introduction and the summary. This is where you are afforded an opportunity to share information about you/your business AND drive a call to action. This is important, why? Because if your content is great (which it will be!) then it is likely that it may just find it into other peoples hands.

There you have it! 5 simple steps to take you towards successful small business content marketing and an additional client generating activity.

To round this off, I want to reiterate that it is important not to over think this. Do not make it more complicated than it needs to be. I believe that you can create some compelling content following this plan in a very short time.

Next week, I’ll talk about how to market the content and how to get it into the hands of those that are meant to see it both offline and online.

Leave your thoughts below, in the comments, I would be interested to learn either 1) What content you have created and how it has been received OR 2) What content you think you might create and why.

In the meantime if you would like more client getting resources you can grab my free e-guides and books here