How To Grow Your Small Business With Content Marketing

May 4, 2022
July 27, 2023

Are you unaware of what content marketing is? You’ve come to the right place. In simple terms, it involves creating content with the purpose of gaining website traffic. Obviously, there’s a little more to it than that, but you get the gist. Content marketing for small businesses is a great way to attract more customers. Below, we’ve outlined some of the benefits of using this marketing strategy for your business. 

Great Brand Awareness

Producing content is perfect for boosting brand awareness. Whether through social media or search engines, content can be shared and seen by a large amount of your target audience. In fact, 93% of B2B companies say that content marketing generates more leads than traditional marketing tactics.

Be Seen As An Authority Figure

Content that is high-quality and provides information about industry-related topics makes businesses seem more trustworthy to customers. In fact, 95% of product buyers consider content as trustworthy when evaluating a company and its offerings. Not only is this good for increasing conversions, but it’s also a crucial element for search engine optimisation (SEO). As a result, search engines such as Google are more likely to rank your website content higher than competitors. Good news if you want to attract more leads!

Brilliant Conversion rates

Every business wants high conversion rates. Content marketing can help achieve this as long it’s performed well, alongside having a great website, landing page, etc. The content produces links to the niche the business operates in, therefore helping to promote services or products. Say, for example, a business is selling sports equipment. Creating content talking about family sports games to play with hyperlinks to items the business sells is a winning combination.  

How To Get Started

Now you know the benefits; you’ll need to know how to use content marketing for small businesses effectively. Keep the following steps in mind when doing so. 

Identify Your Audience

This is a vital first step. Targeting the audience that you’ve identified will help produce relatable content. The tone of voice plays a big part in content marketing, so knowing the best type to use can impact how successful the marketing strategy is. 


Writing about topics to display on your website is great unless no one can find them. Keywords play a vital role in increasing the visibility of content made. These keywords are picked up by Google and other search engines so website content can be displayed to those searching. 

Some tools can help you find keywords to target, for example, Google keyword planner. Be warned that companies have been using this method for years, so certain keywords are extremely hard to rank, especially for small businesses with low website authority. A good approach is to find low-competition words that are still relevant to your business. By doing so, the content is more likely to rank and be seen. 

Content Creation

Next comes creating the content. High-quality content is a must to engage readers and gain their trust. You can give it a go if you’ve got the time; otherwise, look into hiring a freelance writer. Coming up with topic ideas is easier than you think, especially when the keywords have been selected. A quick search using the keyword will show you subjects that have already been used, which will help get your creativity flowing. You can use different tools to determine whether the keywords have been included in the content enough and if they’re in the best place. A popular choice is Yoast SEO

Make A Schedule

A timetable is necessary for producing regular content to keep the target audience engaged. Plus, it helps to show search engines that you’re active. The benefit of this is that search engine bots will be sent to your website more frequently. As a result, content should appear in search results more quickly.

Promote The Content  

Over time content will generate organic traffic. However, there are ways to boost the number of people that see it. You can utilise existing communication channels such as social media and email marketing. There’s also the option of getting influencers to promote it for your business. 

Refine Results  

Last but not least is using analytics to find ways to improve the reach and conversation rates of content. Usually, the analysed criteria consist of KPIs (Key performance indicators). These include:

In the same way that content creation is ongoing, looking at analytics is just as important. As the content marketing campaign progresses, different factors can be identified to improve its effectiveness.

Final Thoughts

Content marketing for small businesses doesn’t have to be difficult. Hopefully, this guide has removed any confusion so your company can benefit and reach all goals you set out to achieve.  

Need help?

We are a marketing agency in Kent. If you have any inquiries about marketing and communications, please do not hesitate to contact us. Call us or send us an email, and we will get back to you as soon as possible. We can also arrange a 30-minute free consultation call or a Zoom meeting to discuss your needs and how we can help.

You can also access this fabulous free guide to content marketing written by our sister agency Fourth Estate Creative.

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Interested in learning how to grow your business using content marketing? Discover the benefits and the steps you need to take to get started.
Grace Smith
95% of product buyers consider content as trustworthy when evaluating a company and its offerings.
Small Business