Why Your Small Business Needs a Content Marketing Plan

by BBB Staff | Sep 18, 2019 11:18:46 AM

A dynamic website that
offers relatable, useful content for visitors can make your small business
shine. In fact, offering unique content that gives users and clients
information, tips, and tricks that can enhance their lives, or inviting new
customers to experience your brand can give your small business the leverage
you need to compete against big-box stores or national brands.

To make sure that your
website is working for you, meaning as a key tool to grow your business instead
of just hanging there with a list of your services and contact information, you
need a strong content marketing plan. But not sure where to start? Well, we can

What Is Content Marketing?

Maybe your paid ads are
not working as well as you hoped for, even though you're using the right
targeting software and working within Google algorithms. For a small business,
spending money on advertising or visibility that isn't getting results is
highly frustrating and maybe an expense you can't handle. Content marketing,
from your social media presence to readable, relatable blogs, is the solution.

Content marketing, according to marketing
guru Neil Patel
, is
"a long-term strategy that uses content (in a variety of formats) to build
a stronger relationship with your audience, capture their attention, improve
engagement, and improve brand recall."

Essentially, content
marketing is the story of your brand and your passion.

Why Is Content Marketing Important to Small Businesses?

The main reason that many
shoppers are turning to small businesses that fit their needs better, rather
than national big-box stores or service providers, is that small businesses are
in sync with their niche and a vital part of their customers' community. This
is you and your passion and awareness of a vital need that your friends and
neighbors have.

Content marketing is your
story and your opportunity to share why you started your business and some
special behind-the-scenes that your customers might enjoy. For many small
business owners, the reason that they developed their particular brand is often
out of their personal passion and having a depth of knowledge in their niche.

This resonates with your
customers, and allows you the chance to give them valuable insights into your
product, whether it's the best way to groom a dog, classic yet trendy clothing
that suits your body, or what you need to maximize your tax return.

How Can I Develop Better Web Content?

Your web content will
rely on your business model and your target customer base. If your primary
customers are people looking for a quick drop-in for the best cup of coffee in
town, then Twitter or Snapchat might be the best way to share content, such as
featured beans or a loyalty program. If you provide a service, such as massage
or physical therapy, then a vibrant website that details the science behind
your technique, paired with "teaser Tweets" might be your best

Many small business
owners are in business for their niche, not in business to be a social media
influencer or a gifted blog content writer. However, hiring professionals to
post on social media for you or to craft dynamic, engaging blog content can
help you tell your story in a relatable, clickable way.

Be transparent about your
brand, and about your mission. New customers might be curious to explore a
small business, but the consistency of national brands might make them hesitant
to shop with you. By offering yourself as an authority in your niche, you can
help new clients understand your expertise. This is especially important for
businesses that deal with important aspects of a customer’s life, such as real
estate, car servicing, or insurance.

What Should I Avoid On My Small Business Website?

Your copy should start
soon, and fast. The design of your website should highlight the copy that you
present, not the other way around.

The same goes for social
media. Instagram can be your best friend if you have tangible goods, such as
food or clothing. You can include beautiful photos of your work along with a
short blog post on that platform. For those that offer services, Facebook might
be a better option. While you can post photos—and you should—this social media
site allows you to post relatable, useful content or teasers about your blog
entries on your website.

Avoid using the wrong
type of media for your message. Make your brand relatable, not stiff, and don't
be afraid to show your personality and passion. When people shop locally and
choose small businesses, they're choosing you, personally, because of what you
have to offer.


Using great content can add leverage to your small business and allow you to compete with larger brands. Be unique, and offer your clients and customers content that resonates with them, showing your expertise and giving them reasons to buy from you.

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