You’ve seen how successful content marketing can be for the big dog companies out there, such as Whole Foods and Red Bull. But you question how effective it can be for your small business—and more importantly, your small marketing budget. Well, we’re here to tell you that the answer to your question is “very.”
That’s right. A solid content marketing strategy does not require the development of your own media house, nor does it require you to publish a bi-weekly digital magazine to build quality relationships with consumers. There are plenty other ways you can utilize content marketing to help get your brand out there and propel you down the path of success.
It all comes down to the basics.
A solid content marketing foundation doesn’t require fancy bells and whistles. All you need is to refine your brand identity, hire at least one professional writer, and create a simple, solid strategy. Identify the strengths and talents of your employees, and take advantage of social media, blogging, content curation, and so on. If you have someone on your team with a background in graphic design, for example, perhaps he can create an infographic. If an employee has a talent for movie editing, she can create a “How-To” video for YouTube and start a company channel.
Build networks with your customers, other businesses in your industry, and everyone who is able to strategically spread the word about your company. Focus on immersing your business into the marketplace and put the consumer first. Then, when you have the resources, you can take your content strategy to a higher level.
If you’re still a skeptic, let’s take a look at a couple of small businesses that struck gold with content marketing.
Magnolia, a Seattle-based mom and pop electronic store, maintained its sales for decades after opening in 1954. Then in December of 2000, Best Buy acquired the store for $87 million. That’s right: 87 million dollars.
How? By creating a mini-magazine called “Buyer’s Guide Place,” which informed customers about the various electronics sold at Magnolia to help them make better decisions about their purchases. Within a year and a half of releasing the magazine, Magnolia’s business boomed, and the rest was history.
And then there’s CorePower Yoga, the largest yoga studio chain in the country. In only five years after opening in 2002, CorePower’s founder, Trevor Tice, was able to bring his sales to 5.6 million. Three years later, the CorePower was raking in $23 million. The key to quick growth? By building relationships with his customers through social media and offering classes online. Instead of approaching the new business world with traditional advertising, Tice devoted his efforts to content marketing and garnered significant word of mouth as a result.
Granted, not every business is going to experience the same level of success, but you get the picture. Content is good for business, and it’s catching on among larger corporations for a reason. As a small business, you have the advantage of being able to go against the formal corporate grain—don’t be afraid to adopt some of these tips into your small business philosophy when you head out into the content marketing world.