Danielle MacInnis – Marketing Blog for Small Businesses

Everywhere you go there are marketing messages. We are overloaded with marketing. On toilet doors, shopping trolleys and now even on our mobile phones. People are ignoring these attempts to get attention and this is creating a big shift in the way small businesses should market themselves, moving from trying to interrupt, buy and bug consumers to engage, give and help them with all forms of useful content.

Content marketing is all about helping people. Giving great information and how to solve their particular problem. It is all about earning the permission to get attention.

“You can’t buy attention, you have to earn it.The little smart business is going to be able to out run and our compete and out run the big dump business.” Sonia Simone, Copyblogger

1.So how do we as small businesses create these pieces of content that attract ideal customers?  I think as small businesses we need a content strategy based on engaging and helping our ideal customers.
I really like Scott Pape’s content strategy. He has a podcast called the Barefoot Investor and a great website. He by creating these great investor tips and content in a user friendly format creates trust and likability with an audience and gives him permission to enter the conversation with prospects. From this platform of content he can use other social media tools to share and build a community like is 12000 followers on Facebook! He is obviously doing a lot right. He is clear about solving the problems of every day people with a practical approach to personal finance!
I was giving a talk the other day and I think that service providers struggle when they think about how to create compelling content for their potential and existing customers. Here are some ideas that I like.
2. Check lists – my husband Mark MacInnis has a checklist of how to work with an architect. This tool is to assist people thinking about engaging with an architect, however by using this list prospects get an idea of how Mark’s work and contact him about engaging in the process.

3.Calculators and tools – I love tools. Especially if they are free! Hubspot a online marketing company gives away lots of valuable tools and as such build up a list of loyal followers, fans and clients.

4. Case studies – case studies are a great way of showing how you solve problems to prospective customers. So few people do this well. Clear Thought Consulting do an awesome job of a marketing Case Study where they have created a video and some quick facts and leaves you feeling that they really know there stuff.
5. Community focused Blog or website
There are those businesses that create something of use for all. I love sites like taste.com.au and MoneySmart.gov.au. These sites provide information but if the same concept was developed by a small business they would own that space as the expert in the minds of consumers in recipe ideas or money advice. Maybe you are a plumber or a tradesperson. Think about how many people are looking for good advice, tips and tricks and how you could provide content in many ways to solve these issues and as a by-product gain trust, respect and visibility!
Here are some great resources in building your content strategy that might assist you. Let us know how you are using content to market your small business today!

Visit: thecontentinstitute.com – there resources page is great
Conversation Triggers from Susan Bratton has some great tips
Dreamtime have some great free images you can use in your content
Measure what is being said about you using social mention.

Small businesses are in the box seat because they are often closer to the customer and can identify their problems. Now all they need to do is leverage new communication low cost marketing tools to help their customers and build their business word of mouth online and off.