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A content strategy establishes trust, credibility  

A dynamic website that offers relatable, useful content for visitors can make your small business shine. In fact, offering unique content that gives users insight to enhance their lives and invites new customers to experience your brand can give your small business the leverage it needs to compete against big-box stores. 

To make sure that your website is working to grow your business, you need a strong content marketing plan.  

What is content marketing? 

Maybe your paid ads are not working as well as you hoped, even though you’re using the right targeting software and working within algorithms. For a small business, spending money on advertising or visibility that isn’t getting results is highly frustrating and maybe an expense you can’t handle. Content marketing, from your social media presence to readable, relatable blogs, is the solution. 

Content marketing, according to marketing guru Neil Patel, is “a long-term strategy that uses content (in a variety of formats) to build a stronger relationship with your audience, capture their attention, improve engagement and improve brand recall.” 

Essentially, content marketing is the story of your brand and your passion. 

Why is content marketing important to small businesses? 

Shoppers turn to small businesses because the owners are highly in sync with their niche and a vital part of their customers’ community. Content marketing is your opportunity to share why you started your business and some special behind-the-scenes stories your customers might enjoy. For many small business owners, the reason they developed their brand is often out of a personal passion and depth of knowledge in their niche. 

That expertise resonates with your customers and positions you to give them valuable insights into your product. 

How can content marketing influence customer trust? 

Effective web content introduces unique opportunities for companies to build and strengthen customer relationships. By sharing actionable and informative content that’s relevant to your target audience, your business becomes something more than simply a seller of products or services. You’re a problem solver, a trusted resource, an improver of lives.  

Maintaining a steady stream of quality content also better places your organization as an industry leader. When it comes to satisfying a need, customers are more likely to turn to businesses they know can remedy an issue they’ve encountered. The content you serve up acts as a kind of resume for why customers should proactively seek out your business in those situations. It should address pain points, deliver solutions, and most importantly, add value.  

How can I develop better web content? 

Your content marketing efforts will rely on your business model and your target customer base. If your primary customers are people looking for the best cup of coffee in town, then Instagram might be the best way to share content, such as featured beans or a loyalty program. If you provide a service, such as physical therapy or floor installation, then a vibrant website that details the science behind your technique, paired with “teaser stories” might be your best bet. 

Be transparent about your brand and your mission. New customers might be curious to explore a small business, but the consistency of national brands might make them hesitant to shop with you. As an authority in your niche, you can help new clients understand your expertise and gain their trust and business.  

— Better Business Bureau Great West & Pacific offers business advice and other services for Idaho and other western states.

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