What Is the Best Content Marketing Strategy For Small Business?

In this video, a question that Andrew Radics and Ian Hopkinson will elaborate on is ‘What Is the Best Content Marketing Strategy For Small Business? The aim of content marketing used to be about writing heaps of  articles, slap them up on hundreds of content sites with a link or two back to your website, all with the hope to get some traffic from it.

But, as Google has told us time and time again in recent years, those days are long over. Google is looking for something different these days.




Ian: Hello there, I am Ian Hopkinson and this is Andrew Radics.

Andrew: How are you going?

Ian: Thanks for joining us once again. Today we are going to be talking about what is the best content marketing strategy for small business. This is something we obviously get asked quite a lot. This is a big topic, we won’t be able to cover this in five to ten minutes, but lets give the small businesses out there the fundamentals of what is good content marketing these days.

Andrew: Well basically, years ago good content marketing was all about writing the best articles that you could, putting a few links into them, and uploading it to as many article directory sites as you possibly could. Then basically pray and hope that you’ll get some traffic through it. That’s what content marketing used to be.

Ian: Right

Andrew: But now with the way everything is changing in the SEO world, especially with google and everything that it’s doing, that type of tactic just doesn’t work anymore.

Ian: Yeah

Andrew: Now it should be all about your brand.

Ian: Yeah and your brand should be focused on your website shouldn’t it? For the most part, if you’re putting good, solid content on your website, it is going to attract visitors – obviously there are other things you have to do in order to get them there. But providing that extra information and telling people your story is ultimately what this is about. Isn’t it?

Andrew: Yeah, absolutely.

Ian: Brands need to tell a story, and it’s not necessarily about putting the hard sell on people, it’s actually just about enhancing their lives.

Andrew: Yes.

Ian: The great example is I suppose, everybody saying “ah, the Apple commercials,” they’re appealing to that emotion. Commercials, advertising, they’ve always been about using emotive language and getting to people through their feelings. But this is with the emergence of websites, which is obviously for people a never ending way to get their story out there and people want to know more.

Andrew: There was an article I read just today, it was about an American company, a health food product company, and the content marketing strategy that they tried out was basically, they absolutely never mention in all the videos and promotions that they did about what it is they sell. They just took a whole lot of video of all the various national parks around the country.

Ian: Oh ok

Andrew: I think it was called nature trail or something, where they just had a video of somebody wearing a video helmet and just walking through the tracks of various national parks. Obviously, the message they were trying to get across is nature and their products as being natural as well- so they put the two together in peoples minds.

Ian: Right, so it was a story of their journey through the forest or the natural surroundings

Andrew: Yeah. So obviously you associate going for a bushwalk with a need to bring a muesli bar or something like that – its the natural connection that you make.

Ian: So was there any product placement or anything like that?

Andrew: No, no there was no mention of any products they have, there was no pictures of anything on the website. They were just promoting the national parks, I mean obviously people know what website they’re on but  the strategy was done through a series of videos.

Ian: Right

Andrew: Obviously on YouTube and all the other video sharing sites out there as well.

Ian: Right, and thats a good example to bring up. I’m going on about this a lot at the moment with clients. Don’t, whether it’s your website or whether its a video through Vimeo, Twitter or Facebook, it’s often best to not push your product or business in any shape or form. Provided it’s the old 4:38-40 market to teach, provide people with information, and be a trusted source. As opposed to ‘here’s our product, aren’t we unbelievable, that’s $50 thank you very much wham bam.’ It’s a slow burn, but you are building relationships and trust with people, and of course, if you’re assisting them with making better decisions, chances are they will come back and they will buy from you because they trust you.

Andrew: Yeah. Well remember, we have a client who has a health food store, we did a video for them a couple weeks ago. All they did was talk about their business and what they do-

Ian: Like their strategy and their mission

Andrew: Yeah, and not once did we mention any products that they sell or promote or whatever the case is and they had that much response through Facebook and whatever else with people saying to them “I didn’t know you guys did that,” or “I didn’t know you stood for this” or whatever. Traffic was driven to their website and hopefully they made some new customers out of that.

Ian: That’s the key. It seems today that you drive conversation subtly without giving a sales pitch and in that conversation you find out your customers needs and then you can further tailor make your content. Going forward… your favourite phrase Andrew!

Andrew: Not!

Ian: Further honing the content so that you really are sparking their interests and keeping the conversation going and obviously once you establish that trust, they come back to you, several times over whether it’s your website,Twitter or Facebook.

Andrew: Obviously the way you market your business has changed – before the internet there were brochures, catalogues and all that sort of stuff that you had to put out there. Then the internet came along and you could put up your website with all your products and whatnot on there but now, its changed again. It’s not just about your website and what you promote, it’s about social as well. I mean obviously writing articles and stuff, you still need to do that; write a blog or something so that people know what is the latest and the greatest with your company or even what prices you have. But just solely concentrating on article marketing and things like that, I mean that’s like five or six years ago.

Ian: Yeah thats right.

Andrew: It’s about putting out videos, videos are a great way to do content marketing.

Ian: Yeah it’s a good point. We’re in a very exciting time really, to use a traditional marketing phrase we’ve got multiple touch points now and thats really what this is about.  We’ve got so many touch points with customers and clients, providing you’re keeping a consistent experience and you’re telling a great, compelling story and you’re doing it often you’ll obviously attract the kinds of people you want to attract to your brand and people will buy from you. If anybody has any questions about this, I mean it’s a huge topic, if you’ve got any questions whatsoever about content, we’d be happy to cover them. One of the topics I’d like to cover which we’ve been talking about in here is marketing plans and the importance of having any plan is obvious in your business but so many people don’t take the time to do it, or don’t know where to start and I think we need to dedicate some time to explain to people how to come up with a content strategy. It doesn’t have to be this overwhelming twenty page thing. You just need two to three pages of your core mission and goals, and depending on how many people you have on staff, you can work out whose roles are what. It’s not always good to have one person who gets burdened with it all. I say burdened because its pretty overwhelming, even for people who know what they’re doing, to be in charge of all these touch points in a small business. I think it’s a really good idea to divide those responsibilities up on a day-to-day basis. You get this one person who is responsible for all of that and you know.

Andrew: Yes, I think we need to talk about that – dividing up the responsibilities a bit.

Ian: Well yeah, there’s a consistency obviously to it, within the amount that you can schedule and then you have to be agile, you have to be light on your feet. Social media conversation doesn’t necessarily always go where you’d like it to. There’s lots of examples of this happening where brands haven’t been ready for that. So you have to have a bit of prepared spontaneity and you have to have a bit of training in place where people know how to respond to certain things in quick time.

Andrew: So yeah, there’s a lot to it.

Ian: There’s a lot to it and it is changing, so if you do have any questions on that, hit us up, we’ll address it in a future hangout. Andrew, thank you.

Andrew: Once again, no worries.

Ian: Thank you all. Don’t be scared, don’t be shy, send us comments and questions.

Andrew: We don’t bite.

Ian: We’re actually going to feature some people coming up in future hangouts that are doing a great job with content. Funnily enough one of them actually has a blog about content and it’s poetry in motion really, he’s actually doing a good job of providing good content, and the content largely happens to be about content. So that’s going to be a good one because we’re going to see that in action and some tips and tricks of the trade from some bloggers out there active in the space. Speak to you all soon, thanks for listening, thanks for watching.

Andrew: Bye.


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