Topic overview

Content marketing

Content marketing

Content marketing has become a core business activity. For small businesses, sharing useful content online offers a powerful way to engage with customers - via blogs, case studies and email newsletters.

At the same time, social media is helping new types of content to fly - as videos, infographics and more are all shared on the likes of Twitter, LinkedIn, Pinterest and Facebook.

What can content marketing do for me?

Relevant, interesting and valuable content allows businesses to build relationships. By sharing useful information that solves your customers' problems, you can improve your customer service and inspire loyalty and trust.

By providing evidence that you can meet your promises - such as case studies and testimonials - you can also convince prospects to become customers without having to resort to a hard sell.

Today, everyone expects to find the answers to their questions on your website. The right content can demonstrate your expertise, show you understand your customers and their needs, and position you as a leader in your field.

Marketing content works incredibly hard for businesses. It can show your brand values and prove that you're up to date in your field. What’s more, it can attract more website visitors, improve your search rankings and widen your reach.

Getting help

For small firms, content marketing can pose challenges - such as finding your voice and finding the time to post regular updates as well as running your business. Not everybody is a writer, either - although following a few simple rules will help you get things right.

If you can't fit the time into your schedule or just don't have the writing skills, employing a copywriter could be a good investment.