5 Content Strategies for Small Business

I use these strategies in my business and consider it one of my work smarter, not harder processes that, as a small business and solopreneur, I must utilize to optimize efficiency.

It may take a bit of time up front, but in the long run it's a time-saver. Good habits and discipline go a long way. See if this might help you too.

1. Plan content ahead of time
If you have a seasonal business, this should be relatively easy since different times of the year warrant different promotions. But it works even if seasonality isn't a factor.

Brainstorm a dozen or so titles/ideas and then go back and add bullet points to expand your thoughts. Write them in the appropriate month/day on a calendar to keep yourself on track.

Here are some ways to dig up ideas for do-ahead content:

• Look through your analytics or Web site traffic tracking program. See if you can get some ideas by seeing what pages people are looking at, where they came from geographically, or what keywords they plugged into a search engine to find you.
• See if there is any current news that might be relevant to your business that will help you connect with your customers.
• Peruse the forums, blogs, Twitter or Facebook for chatter and conversations that relate to your business.
• If you have a bunch of content already produced, repurpose it to make it fresh, and reuse it. Think customer service issues, frequently asked questions, information you received at a conference/seminar, or read recently in a book or trade journal.

That way you won't be staring at a blank screen or blank paper trying to come up with new ideas.
 
2. Create brief content that is attention-grabbing
Visitors to Web pages often stay less than 1 minute. They are doing a quick scan of your content. Try giving it to them in easily consumed

• short bullet points 
• small paragraphs 
• formatted text -- font changes, bold text and/or italics. 

If more details are needed, link them from the short bullet point to another page, so they can read more if desired.

3. Optimize your content for the SE's
Use your industry keywords/key phrases in your file names, headings, links, images, META data, and naturally throughout your content. This makes it easy for the search engines to determine what it's about so it can be properly indexed.


4. Create links to your content
The search engines like to see back links to your content. Do this by

• leaving or responding to messages in forums, blog posts or other related industry sites. But don't be spammy just for the sake of a link. Be sure you have something relevant to say!

Other ways to create back links to your site or blog:

• List your site or blog URLs (domain names) in your Google profile, Merchant Circle, Yellow Pages accounts or any other place where you maintain a business listing.
• Look for opportunities in your new content to link to something you've already created.

5. Go social with your content

• Promote your content through all your social media accounts -- Facebook, Twitter, LinkedIn, etc.
• Post your content in any groups or forums you participate in.
• Use social sharing plugins/toolbars so others can spread your content for you.

Ciao for now, Paula


I adapted this post for my small business audience. I read the main article at Mashable. The original content appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.