Spring Has Sprung: 5 Content Creation Strategies to Grow Your Small Business [This Season]

Author: Mark Schmukler / Source: Marketing Insider Group

Spring is a time for new beginnings – and what better place to start than with your marketing plan? Today we’re talking small business and setting forth the strategies that will help you market smarter, not harder in the saturated world of content.

Small businesses are not few and far between – companies with less than five employees make up 62% of all businesses in the United States, according to the U.S. Small Business Administration.

Unfortunately, Capterra reports that 76% of those small business owners report facing marketing challenges. With the rapid advancement of technology and digital advertising, marketing can seem like a minefield to people other than marketing professionals who live and breathe the tactics every day. So where should you start?

Rather than making a huge investment in a pay-per-click (PPC) campaign or other high price tag traditional advertising, consider relying on your niche-expertise by generating content. Now more than ever, content is a valuable tool that nurtures leads as opposed to the hard-sell approach of an ad.

Follow these five steps to guide your content creation process and grow your small business this spring:

1. Do Keyword Research

Keyword research is a basic search engine optimization (SEO) tactic that involves familiarizing yourself with the keywords your website is ranking for on search engine result pages (SERPs).

This research helps you understand what your company’s strengths and weaknesses are from a digital perspective. Keyword research also helps you set goals – which keywords would you like to rank higher for moving forward?

To get started with your research process, you should verify your site with Google Search Console. This is a free resource for organic search data. You can begin to track which keywords are leading users to your pages. You can sort the data by which keywords are driving clicks, impressions, click-through-rate (CTR) and even track the position of your site for each search term.

You may be wondering what SEO has to do with creating content. But here’s the secret: SEO has everything to with creating content! Understanding which keywords are most important to your website visitors is the strategy you need to use for developing content topics that will move the meter. Plant the seed and encourage collaboration between your digital manager and copywriter to foster new growth for your…

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