Content marketing for small to medium business

29.11.2019

What is Content Marketing?

At Goop Digital we consider “content marketing” to be the creation of content across multiple digital platforms that is done with the specific purpose of helping businesses achieve their marketing goals. For small to medium businesses this can be for a multiple purposes.

  • Make your phone ring with enquiries
  • Foot traffic to your premises
  • Book appointments
  • Purchase from your online store
  • Sign up for E news letters

“A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”

                                                                                                                               https://www.lexico.com/en/definition/content_marketing

Content Marketing for small to medium businesses

Having worked with over a thousand small to medium businesses at Goop Digital, the vast majority simply want their phone to ring with enquiries followed foot traffic in the door of a retail premise.

At the end of the day if it isn’t helping to drive business or meet your goals and objectives why do it? It’s a fairly simple question each time you undertake a task on any of the platforms listed below.

Platforms for content marketing include but are not limited to the following:

  • Blogging
    • On your site
    • Guest sites
  • E Newsletters
  • Video
    • Predominantly YouTube
    • Embedded on your website
    • Shared on other social platforms
    • TikTok for relevant products
  • Social Media
    • Facebook
    • LinkedIn
    • Instagram
    • Snapchat
  • Podcasts

Content marketing, does it work?

Overwhelmingly yes however the caveat is that it has to be done correctly. Ask yourself the relevance or purpose of what you are doing? If it isn’t going to help promote your business and ultimately boost your bottom line why do?

Is a “happy cat Friday really that important in helping you achieve your goals?

Is content marketing relevant to my business?

At Goop Digital we believe there is not a business out there that cannot benefit from content marketing and some of the simple strategies you can apply.

A Great case study

Brealey Quill Kenny (CPA) Accountants Canning Vale, Perth

BQK are accountants, an industry that often “cops a bad wrap” for not being that sexy and exciting. However their content marketing strategy is simple yet incredibly powerful and effective.

  1. Write a relevant blog for their client base and potential client base
  2. Send an e newsletter with a teaser driving people back to the blog

In this case the blog was advising the availaility of a $160 million fund to help small & medium manufacturing businesses invest in new technology.

How do we know it works?

Because as we say at Goop Digital

 “Without data you are simply an idiot with an opinion”

Content marketing in a digital age provides irrefutable data that we can use and leverage to refine our content marketing efforts

In this case there are two primary data sources

  1. The email marketing service provider
  2. Google Analytics

The data from tehse sources provides a plethora of insightful and useful information.  Needless to say we can see a big spike in traffic that correlates to the e Newsletter distribution timing. In the case of BQK this blog was their third most visited landing page. Ironically it was a blog written in March 2016 that continues to be the second most visited landing page on their website on any given month (Google continues to rank this highly visible blog and drives streams of traffic to BQK)

Content Marketing Works, not because we say so but because we know so. The data doesn’t lie. A content marketing strategy doesn’t have to be overly complex to deliver the results required. If you would like help wiht yur content marketing strategy call us at Goop Digital.