Content Marketing for Boutique Businesses Can Work. Here’s How
“Everyone needs to put content marketing on their list of major marketing objectives. It’s crucial.”
“If you’re not participating in content marketing, you’re losing customers.”
“Content is king.”
If you’re in digital marketing, you’ve heard similar statements, no matter the size of your company.
Problem is, not all of us have the time and/or money to post a unique and thoughtful piece of content every week. Despite what content marketing gurus say, you don’t need to post weekly to see success. What you need to do is following these guidelines.
Focus on One, Big Effort
If you’re going to do one content marketing piece a month (or quarter), it needs to be impressive. A single, 600-word post won’t cut it.
Brainstorm something highly engaging. Some ideas include:
- Thought leadership piece
- List mentioning other local businesses
- New Pinterest board
- Downloadable white paper
- Industry research
- Reddit AMA
If your goal is to rank in search engines, you need to pick a highly relevant topic, focus on a tightly grouped set of long tail keywords, and write at least 1,000 words.
If your goal is to increase traffic, engagement, and brand awareness, dedicate an email to it and boost it on social media. You’ll need an email list and social following for this to be effective.
Have a Strong, Unique Voice
Chances are, someone… somewhere… somehow has already done your idea. How will your domain dominate? You’re already at a disadvantage because you don’t post frequently.
The only way to do this is with a unique voice.
This might mean funny, controversial, or whacky. It also might mean that you present the content through a new medium– a video, graphic, or quiz.
You can’t afford to be cookie cutter. Be bold.
Work with What You Got
You might not have a writer on staff. Make a video instead.
You might not have the budget to promote your content on social media. Utilize your email and SEO knowledge.
You might not be in a creative industry. Poll other businesses and create a combined effort white paper.
Content Marketing Can Be Exclusively Social
While there is no doubt that content on site is more powerful than content off site, you may have to work with what you’ve got. If you can easily implement a user-generated content feature or contest, do it. If you can create a drool-worthy Pinterest board that showcases your brand in a new light, do it. This is still content marketing.
Yes, content is king and yes, content can work for your boutique business. You just need to laser focus in on your goals, strategy, and realistic expectations.
Content marketing for boutique businesses is realistic if you plan and execute well. Contact Volume Nine for ideas!