Content plays a key role in the marketing strategies of almost every business in 2023. Whether for social media, websites, or email campaigns, content is being produced on a scale we haven’t previously seen.
But content marketing isn’t just a tactic for the biggest companies. Small businesses can make great content too and reap the rewards. In fact, some would argue that small businesses are actually able to harness the power of content even more than larger organisations. Local businesses can make content to appeal to those in their immediate vicinity - their content can be specifically targeted. From Edinburgh to London small businesses should be making content that says “hey, I’m local just like you!”
But making content comes at a greater risk for small businesses. Where a multinational corporation could afford to experiment on a trial-and-error basis, small businesses can’t afford to create content that doesn’t deliver. It takes time and money to create content, so you need to make sure what you’re making is worthwhile.
That’s why you should be using data to create a great content strategy. From social media to your website, you should be tracking vital information from your content. This will give you some understanding of what works and what doesn’t, and provide a guide for your future content.
You don’t want to spend your budget on a piece of content that simply won’t provide any value. As a small business, you also don’t want to be spending your precious time making ineffective content!
By tracking data such as engagement, click-through rate, conversion rate, bounce rate, and so on, you can be far more focussed when creating content. There is no point in having a scattergun approach when all you need to do is pay attention to how your audience reacts to different content!
By taking note of the content that provides the greatest return on investment you can use your budget and time much more efficiently.
Creating content can be expensive. Video marketing agencies, graphic designers, content writers and everything in between all come at a cost. So to ensure you see a return on your spending you need to keep a close eye on what works, and how much it costs to create.
Data can help you to create a coherent, consistent content plan. This will give your business a distinctive style and stand out from competitors.
Do you want to be a thought leader in your niche? Or perhaps you want to cement yourself as a pillar of the community? You might even want to be the funny, quirky company that does things differently? Whatever the case, creating a consistent brand will get you a loyal customer base. People will know exactly what they’re getting by working with you, and this will keep them returning and recommending you to others.
Whilst a bit of keyword research or a bit of luck with a reel can boost your business’ online profile in the short run, you need more than that for long-term success. By utilising data you will be able to create the sort of valuable content that your audience really appreciates, which will serve you far better in future.
When people hear words like “data” and, they can get a bit scared! But don’t worry, no one’s asking you to enter the Matrix (yet)! You just need to look at the stats. That’s it!
It might seem like a lot of hassle to begin with, but the benefits of tracking data across social media, your emails and website are huge. From saving time to increasing your return on investment, the content you create will be more informed, more relevant, and more valuable both for your business and customers. So start tracking your data to make the most of your content!