You have a brilliant business plan and dedicated clients on board who support you. But, how are you meant to boost the reach of your business beyond your initial client base? We have the answer for you. It’s content creation!
Creating content is a fun and rewarding way to increase your business’ reach. It helps validate you as a reliable source of information, one which prospective clients are more likely to buy from. It’s definitely worth your dedication!
Content strategies help you organise and optimise the content you produce. So, we can’t understand why 63% of businesses don’t have one. If you’re included in that statistic, this is the article for you!
Read on and we will explain exactly what a content strategy is and how to implement one perfect for your business.
First of all, what is a content strategy?
As a small business owner, creating online content is a brilliant way to attract prospective clients. Your content could include;
- Educative blog articles on subjects associated with your business.
- Tips and tricks shared through social media posts.
- Email newsletters keeping clients up to date on information to do with your company.
Offering up resources for free boosts the credibility of your business. It shows that you’re an expert in your field and that you want the best for your customer. If prospective clients see you as a reliable resource, they trust in you as a business owner and are more likely to use your service.
Creating content might sound like a lot of work. But, that’s where your content strategy comes in.
Content strategies help you organise the content you put out online. They span different platforms and give you a week by week plan of what to upload. Content strategies make your life easier as well as optimising what you upload, week on week.
Brainstorm content ideas
Next, have a think about what content makes sense for your business. It’s a good idea to work in a team for this step. Bounce ideas off each other and see what you come up with!
Whilst brainstorming, ask yourself the following questions;
- How can I be helpful to prospective clients?
- What content will my clients want to see?
- What draws clients to your business? Is there one, particular reason?
- How can I make the most of my expertise to attract new clients?
Remember, your content doesn’t need to shout about your business in every paragraph. Putting content online is all about attracting prospective clients to your website or online profile. For example, if someone is looking for advice on social media management, they might search google with a query and end up here! Indirectly, we’ve lead people (or you in fact) to our website. You can do the same with your prospective clients!
You also need to consider what sort of media suits the content ideas you have. Blogs, videos, Q&As, image posts, quizzes – you have plenty of options to go at! Here’s a useful statistic for you. Nearly 6 million adults in the UK listen to a podcast every week. New media is worth thinking about. Get creative!
Now you’ve got some ideas together, it’s time to build them into a strategy.
Your weekly view – investigate the best times to upload
The first step of your content strategy should be making a weekly plan. Organise your plan by day and by platform. For example, which days will you upload to Instagram? When will your blog post go up? Planning routine upload times makes it easier to stay organised.
It’s a good idea to calculate when is best to upload to different platforms. Take a look at this Sprout Social article. They compiled data from their 250,000 customers to work out when the highest engagement rates are on social media networks. From their data, we can see that around 10 am is the best time for engagement on Facebook. Whereas Twitter saw a spike at 9 am. Work these statistics into your strategy so that your content has the best reach possible.
Also, consider your clients specifically. If your business caters for young professionals, uploading content early, to catch them on their way to work, might be useful. Alternatively, if your primary clients are students, later on in the day might work better. Experiment with times and take note of when you’re getting the best engagement rates. Your strategies should be constantly changing and improving. So, don’t be afraid to stray from suggested upload times if you find they are working for your business.
Consider the differences between social platforms
When creating your content plan, consider which social platforms suit your content best.
We compared Instagram and Facebook in a previous Sole Source article. In general, it concluded that Instagram is better for engagement but certain demographics are higher on Facebook. Take a look at the article for more detail. It’s worth investigating platform trends before creating content for them.
The type of content you want to produce may also dictate which sites you use. For example, image-based content works better on Instagram as it’s a more visual platform. If you want to share links such as blog posts, Facebook is best as links are easy to share through status updates. There are many video upload options on Instagram. Though, Facebook is becoming increasingly popular for video sharing. How do your content ideas fit around the pros and cons of each platform?
However, don’t be afraid of repeating select parts of your content. Remind your followers of your most recent blog post in case someone missed it the first time! Repost a high-performing Instagram picture on Facebook to encourage people to follow you on both sites. See what works for you on your platforms and alter your content plan accordingly.
Scheduling tools make content easier to organise
As soon as you have a plan, start scheduling your content!
Scheduling is easy with sites such as Later and Tailwind. Some platforms even have scheduling tools built into their software. This means that you can create your content ahead of time and the site will auto-upload it whenever you want it to.
Set time aside each week to sit down and take a look at your content plan. Write out all your Facebook updates at the same time. Have your Instagram posts ready to go! Have you completed your weekly blog post? Schedule that to upload at the optimal time you have decided on.
Once you have your content sorted, you can spend more time engaging with your audience! Talking to prospective clients about your content should be a key part of your content strategy. Reply to their comments. Be personal with them! Add even more custom value to their experience with your business.
Use analytics to keep track of which content is working
Most importantly, keep track of how popular your content is! Part of your content strategy is your weekly plan. But, make sure you’re thinking long term as well. Each month, it’s worth reevaluating and altering where you see fit.
Check out how much engagement your posts receive with analytics tools. If some are doing better than others, adjust your strategy to give prospective clients more of what they love. Being mindful of successful content is sure to improve the quality of what you’re putting out.
Additionally, make sure to note down trends. Some content might boost your follower count. Other posts might result in more website clicks. Keep track of these changes so that if you wish to replicate them in the future, you know how!
And that’s a winning content strategy! Just remember, content creation is a major way to drive traffic towards your business. Adapt your strategy as you go, experiment, and achieve success.
If you would like further information on content strategy, contact us today! Sole Source Digital is a Social Media Consultancy business. We specialise in boosting small businesses with brilliant social media plans and content strategies to give them the success they deserve.
We look forward to hearing from you!