Narrowing Your Focus Can Broaden Your Horizons: What Content Can Do for Your Business

Derryck Strachan BigStarCopywriting
For small businesses trying to make an impression online, the scale of the task can appear very daunting. There’s plenty of advice out there, but wading through this white noise of bold ideas and good intentions to come up with an actionable marketing plan can lead to more confusion. Branding, SEO, PR, sales, blogging, social media, PPC; the list of possible avenues for expanding your online presence goes on and on.

If you’re tired of trying to figure out how to proceed with your internet marketing or you’re struggling to constantly juggle all these disparate elements, it may be time to narrow your focus. And the best thing to focus on is your content.

Zen and the art of content

The fact is, all of the marketing areas mentioned above either depend on content creation or they feed into it in some way. To take just a few examples:

Branding – Along with your website design, logo and other visual elements, your textual content creates your online brand. High quality content will create a strong brand with personality. Lacklustre content will result in a weak, instantly forgettable brand.

SEO – In 2014, content is one of the most important aspects of search engine optimisation. For a start, it contains the keywords which will indicate your site’s relevance to user search queries. Not only that, it also gives the search engines information on the overall quality of your site – another crucial factor in determining where you will rank in the search results pages.

Social media – Social media is a conversation between you and your customers. If you want to direct the conversation, it needs to start with your content.

Shifting your attention to content creation

By focusing on your content, you adopt a holistic strategy that is much easier to manage. While tweaks can be made to individual areas as needed, if you ensure that your content is fresh, consistent and relevant then you can go a long way in covering many online marketing areas.

So how do you begin to make your content the linchpin of your online marketing strategy? This can be broken down into three simple steps:

Find your voice – Businesses aren’t people, but they need to sound like they are. Your firm should have a distinctive tone of voice in all its communications, one that is instantly recognisable as you. The type of online personality that suits your online marketing will depend on what sector you’re in and who your core demographic is. Most importantly, ensure that your content isn’t dull and formulaic.

Determine what type of content serves your needs best – Before you can create excellent content, you need to define what kind of content you should be focusing on in. Possibilities include:

  • General website content
  • Product descriptions
  • Blogs
  • Social posts
  • Whitepapers
  • Articles

Publish consistently – Once you’ve outlined your content strategy, it’s time to put it into practice. To build and maintain an effective online presence you need to publish consistently in more ways than one. The tone and overall style of your content needs to be consistent to ensure that it forms a coherent online identity. Your publishing schedule also needs to be consistent so that users know what to expect of your brand and search engines also place greater value on sites that publish frequently.

Content can be essential for small businesses’ success

If you consistently create distinctive, high quality content that you can leverage, it can be more powerful and effective than understanding the wider intricacies of online marketing.

For small businesses with limited resources, it also makes more sense to concentrate on doing one thing well rather than spreading yourself thinly across many areas. If you lack the in-house skills or the time to create it yourself, a copywriting agency can handle both the planning and content creation elements on your behalf.

Once you’re creating high quality content that is relevant to your business and to your customers, you can use it to spread the word of what you have to offer. But by doing so you’ll also provide your audience with additional value that generates good will towards your brand, and helps to build lasting relationships.

Derryck Strachan is the MD of the copywriting agency,

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