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Content Challenges for Small Businesses in 2015
By Marc Prosser, Fit Small Business
For most businesses, the new year is a time for assessment, goal setting and strategic planning. When it comes to PR and marketing, this is the time to set objectives and formulate a clear, defined plan that'll help your business achieve optimum results.
Your 2015 strategy will only be as strong as the content you create for it, and one of the biggest challenges that small businesses will face in 2015 is the ability to continually create content in a saturated marketplace. The level of competition has risen dramatically, decreasing the payoff for content creation and in this lower return environment, does it even pay to create new, original content?
Before we explore the answer to this question, we must first discuss what I mean by “lower return environment.” By lower return, I mean the SEO benefits of creating content have decreased. It’s very, very hard to achieve a high search engine ranking for one blog post. At one point, it was possible to achieve a listing on the first page of Google’s search results with a super-high quality original blog post for a long-tail (multiple word) term. While this still happens, the odds of achieving this have become much lower. Without a strong Google ranking, a business will tend not to get much traffic to its blog posts. Less visitors means less customers, which equals a lower return on investment for the time or money that goes into the creation of content.
Obtaining new customers is not the only benefit of writing blog posts or creating infographics. There are two other benefits: engagement and conversion. Providing great relevant content to potential and existing customers, can help your firm achieve greater brand awareness and possibly achieve more sales. This content can be delivered by email, and through social media channels. My suggestion is that small businesses focus more on engagement and conversion than driving search engine traffic through content creation.
What does this mean from a practical perspective?
- Less focus on writing content around keywords. Instead focus on what “headline” would get a potential customer to click on a link or continue reading.
- Less focus on writing content for first time buyers of your type of product or service. More focus on creating content around the needs or questions in which existing customers are interested.
- Less focus on regular releases of content and more focus on releasing content around customer decision making and buying patterns.
Happy New Year and Good Luck!
About The Author - Marc Prosser has many years of experience in the field of press relations, from both sides of the table. Currently, he serves as the publisher of Fit Small Business and frequently interviews leading figures in the small business space. Previously, he served as the Chief Marketing Officer of a company that provided currency brokerage services.
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For more information on how you can leverage different online marketing campaigns, check out PR Newswire's guide to creating content marketing campaigns for small business.