How to Build a Small Business Content Strategy

content marketing for small businesses using wordpress

7 Content Marketing Tips for Small Businesses Using WordPress

Content marketing is as important as any other marketing tool and it may be even more important than old ones. 86% of B2C marketers are sure that content marketing is a key strategy and rightfully so.

This marketing tool is good for both small and big businesses. Small businesses need it the most because content marketing is a perfect way to drive traffic. Traffic is essential for being noticed among all the new businesses opening every day.

However, you need to know what content you should deliver, when, and where in order to use all the benefits that this strategy offers. It may be difficult to do without previous knowledge. So if you are a beginner in content marketing, it is essential that you read it. If you have been working with it already, you may find something useful and take your content strategy to a whole new level.

How to build a content strategy for your business

Step 1: Set a goal

Before you do anything, you must know what you want to achieve by creating content. A SMART goal will help you determine what type of content to create, as well as set expectations for what KPIs will make your content successful. Some common goals for content marketing include:

Of course, there are plenty of other things your content marketing can do — generate sales leads, for instance, or help improve your customer service. Pick one goal and use that as your guiding light for crafting your content.

Step 2: Define your audience

To understand who will consume your content, your team can develop buyer personas. Each person is a “semi-fictional representation of your ideal customer” based on a combination of market research and real data from your existing customers, according to Hubspot.

Dive into data from your sales history, loyalty program and existing followers on social media to design a profile of your key audience. This buyer persona will allow you to create content that’s relevant and interesting, as well as determine where you will distribute your content.

Step 3: Plan your content

Your content marketing outreach can take many different forms, including blog posts, videos, infographics, white papers, case studies, podcasts, images or an email newsletter. You don’t need to create all of these types of content at first, though: Start with one or two mediums to see what works. Likewise, your content strategy should identify the resources you have available in order to create media assets. Who will create content, how much do they have to spend and what tools will they use to make this content on-brand and unique?

Step 4: Create a calendar

Next, map out a plan for getting your content out in the world. The type of content you’ve chosen to create will largely guide your distribution method. For instance, images and infographics will likely perform better on sites like Pinterest and Instagram, while links to blog posts will perform well on Twitter and Facebook.

Step 5: Measure your success

The KPIs you choose should align with the ultimate goal you set in step one. Remember, your content strategy is a living document: Don’t be shy about making revisions as you learn what works and connect with your audience on a deeper level.


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