Whether you outsource your content creation or create your own, small business content ideas are vital for effective marketing.
Even the best content creators can find it challenging to consistently come up with relevant topic ideas.
While it’s true professionals have built up confidence over time, the big difference between a beginner and a content pro is experience and having a system in place.
So, if you lack experience, the following system will help you get up to speed by providing you with a system.
Start implementing the system now by applying three layers to your content: strategic, tactical, and practical.
1) The strategic layer
Play the long game. The purpose of all small business content ideas is to attract and keep the attention of your ideal customer.
The best way to do this is to make every post or communication meaningful.
It’s common to see blogs with titles such as “10 Ways to Do X”? The writer goes through an explanation for each numbered idea. That’s not a bad blog post, but it’s not very meaningful.
So, what is most meaningful to your potential customers? One way to answer that question (besides just asking!) is to address their biggest problems and the pain that accompanies them.
According to the Content Marketing Institute, one way to discover those problems is to monitor sales and customer service communications.
Once you’ve identified recurring problem themes, it should be straightforward to come up with a topic.
For example, an strategic, meaningful approach for a roofing company would be to describe the hassle of dealing with insurance companies when you have a weather-damaged roof.
2) The tactical layer
To apply the tactical layer, think about the job your customer is trying to get done. Then relate your product or service to that job.
For instance, if you’re in the home remodeling business, you know your customers want much more than a redesign. They’re likely to have a sizable list of logistical concerns too. For example, there may be time deadlines related to an upcoming event. So, hammer away at the tactical concerns preventing or getting in the way of completing the remodeling job in time.
Other potential topics might be:
How to verify that estimates are fair and accurate.
Simple ways to verify the credibility of contractors.
Budget basics for an affordable remodel.
Finally, be sure to include the obvious:
3) The practical layer
Don’t forget the simple stuff. For example, building mobile-friendly websites is a must if you’re a website developer. However, what’s evident to you, the developer, may not be so apparent to your reader. Your job as a content idea generator is to highlight the simple features and benefits that aren’t always obvious
Here it helps to point to statistics and outside resources. For example, a developer’s web page might include a blurb like this:
As mobile devices continue to grow in popularity, it’s vital that your blog is mobile-friendly. According to a recent study, 81% of all Google searches are from a smartphone. If your blog isn’t yet mobile-friendly, there’s a good chance your content is going to be overlooked by a large percentage of your audience.
Develop a list of no-brainer items and pick a handful of useful small business content ideas to expand on.
Put on your news reporter hat
A common mistake made when brainstorming small business content ideas is to rely entirely on your own experience. Remember, your reader cares about their own experience much more than yours.
You can weigh the scales in your favor if you come up with topics the way a news reporter might. In other words, look for stories and facts from outside sources. Then align them with your views.
Readers appreciate it when you are less self-serving. It communicates confidence and trustworthiness.