Did you know that 63% of shopping purchases begin online? With a well-developed marketing strategy, you can grow your audience and develop new client leads. So, how can you make good content to attract more customers to your small business?

This guide will discuss how to improve your content for better marketing, including:

  • Why content marketing is important for your small business
  • What types of content to focus on in marketing 
  • How to make your content the best for your business 

Why content marketing is important for small business

When marketing a small business, regular content creation will optimise your relevancy and brand awareness. In fact, small businesses that have blogs see 126% higher lead growth than those without. This shows that the more interesting content you post, the more people you’ll reach to potentially convert into customers.

A continuous commitment to creating quality content will show people that you care about helping customers rather than just advertising your services. So by crafting content that you may be able to grow brand awareness, reach new audiences and likely earn more money for your business as a result. 

But, it’s more than just creating regular content. You’ll need to make good material that lasts in the mind of the reader. So, it’s important to know how to improve your content for more impactful marketing. 

What types of content to focus on in marketing

There are several types of content you could focus on. First, blogs are a great way to create content on your business website. According to a HubSpot report, 82% of companies who used a business blog saw a higher return on investment in their marketing spend. You can also create quality content for social media platforms. Plus, sending out regular email newsletters can increase your trust and awareness with your subscribers. 

You may want to take a diverse approach with your content by using several of these methods. But, to ensure your content is the best possible quality, take your time to create these different types properly.

How to improve your content to benefit your business

To create quality content, you’ll need to be clear on your goal. There are a few things you can take into account when considering how to improve your content. 

Consider the audience

The first step to creating great content is considering the audience you want to reach. Ask yourself what that person might want to know about your industry. What questions might they have? Be sure to write content that’s relevant to your business, but it doesn’t need to be a direct advertisement of your services. 

Your intended audience may be your business’s target customer. But, it could also be more specific. For example, if you have a hairdressing business, you likely target local people who need haircuts. But you could write a blog post about popular hairstyles for students, targeting a focused demographic. 

Aside from knowing your audience, you’ll need to know the industry. Do some research on trends. If there’s a breakthrough or shift in the industry, writing about it will catch your audience’s attention and show that you keep up to date.

Knowing your market can also help you know where you can find your target customer. If you seek a younger demographic, TikTok might be a great place to develop content. 

Think about the platform 

A big part of how to improve your content is considering the platform. Content length should change depending on the platform, as well as the tone and approach.

To write the best content for your platform, first find relevant examples. You can find competitors’ websites or social media profiles in complementary sectors to see what they’re posting. Researching successful competitors is a great way to find content ideas and keywords that will help you reach more people.  

Brand your business 

Aside from knowing who you want to reach, consider how your business will come across. A consistent brand identity will help you grow awareness. You can do this by using your business logo across all your content as well as the same fonts, colours and design elements. 

Think about targeting a specific tone of voice throughout your content. You may want to use a casual style to appear friendly and approachable. Or you may target a more formal tone to feel professional. To do this, put together a style guide for yourself. You can include your tone choices, some descriptive words that sum your business style up, and a list of phrases you might want to avoid.

The more you stick to your chosen brand identity, over time your audience will come to expect this persona from you and trust your business’s reliability. It will also help your content appear cohesive. 

Use content planning and SEO

Good content is regularly updated and easy to find. Consider putting together a content calendar to keep a running list of ideas and outlines for your articles and posts. You can use a spreadsheet to compile your content into one place and give yourself deadlines. This will help you keep track of what you write and when you post it to maintain a regular presence. 

Plus, you can research SEO best practices to optimise your content for Google. This way, you’ll know which keywords and topics to target. Before publishing your quality content, you can also use grammar checking services like Grammarly to ensure your writing is free of errors. This will not only improve the content, but also help you sound more professional. 

Keep your finances in good shape 

Once you improve your content for marketing, you’ll likely bring in more clients. As a result, you’ll have more money to manage. But, financial management can be stressful and time-consuming when you’re self-employed. That’s why thousands of business owners use the Countingup app to make their financial admin easier. 

Countingup is the business current account with built-in accounting software that allows you to manage all your financial data in one place. With features like automatic expense categorisation, invoicing on the go, receipt capture tools, tax estimates, and cash flow insights, you can confidently keep on top of your business finances wherever you are. 

You can also share your bookkeeping with your accountant instantly without worrying about duplication errors, data lags or inaccuracies. Seamless, simple, and straightforward! 

Find out more here.