Creating unique and useful content has never been more important than now. When you’re a small business you must develop a strategy to generate that next lead, attract the next client, and ultimately get them to take action to convert. Content strategy is a different beast for every business which is why it is important to develop a strategy now rather than later. There are a lot of things to keep in mind, but here are some basic tips to help you create content that matters.
Define your audience. Too often content fails to deliver the right message to the right people. Take your time to determine specifically who your target audience is. For example, segment your client portfolio into prospective, current, or loyal. Creating the content to cater to your specific segments will increase your response rate.
Commit to a message. Determine what you want to say in your content. Do you want to attract new clients? Do you want more clients to subscribe to your newsletters? Do you want more brand awareness? Prioritize the messages you want to give to your target audience to get the most out of your content.
Track your efforts. Content strategy is a balance of art and science. Do you know how many new clients you attracted with your last discount coupon? You can’t improve on content unless you know how your content is performing. Conduct an audit as a baseline of how your current content is performing and set small attainable goals in short time frames to stay motivated.