The prime challenge for a small business in capturing the B2B and / or B2C market is to create a content marketing strategy that draws readership and converts into sales. Call it a lack of adequate knowledge or understanding of how an online business functions, most small businesses fail miserably in content marketing via blogging.
The general idea is that all one needs is a blog, write few posts and people will follow you. It doesn’t happen this way in the real world! It is never enough to write a few blogs, share it on social networks and expect to gain loyal buyers. If you’re following this process, no wonder all those dollars spent in creating content is wasted!
In this post, I will teach you simple and actionable ways to leverage blog content and benefit your small business.
1. Go Graphical
Infographic is the best way to create graphical representation of a concept or perform statistical analysis. They are easy to understand and connect with the reader.
Delve into the small business niche. Find out any recent research paper, its history, its relevance, any recent data or anything which you can use to create an Infographic.
You can either DIY via tools like Easel.ly, Visual.ly, Tableau and others or outsource the task for $100 – $300. This is a one-time investment. Once done, publish the Infographic on your blog with an embed link. Now promote this Infographic on blogging platforms, contact bloggers to embed it with their blog posts, share on social networks and forums.
In short, you are leveraging one piece of content multiple times without spending another dime.
2. Do Live Communication
If your business is new, “on-demand” webinar will come later. Work on developing a platform for a “live” webinar. Again, a live webinar connects with the audience better than reading thousands of words. Sad, but true!
Of course, you need a subscriber list to host webinar. Therefore, place this content leveraging strategy down the line, preferably after 9 – 12 months of online presence, assuming you will have a sizable email list by that time. If not, use the B2B contact model to collaborate with other business owners and create a joint webinar.
There are various free platforms to host webinars. What you should concentrate on is creating exceptional content to talk about in the webinar. Use the business blog posts for inspiration. Read your own blog posts for a common topic, research more and connect the dots.
The one hour webinar should be worth the visitors’ time. In the end, you can promote your own business products and see leads converting into sales. Whether it’s a singular or collaborative effort, everyone benefits.
Lastly, the webinar should be conducted by the small business owner/s; don’t get the customer representative to fill in for you. It will be a major failure.
3. Draw the Power of Slides
Cleverly crafted, intelligent and highly informative presentation slides sometimes rank higher than blog posts on search engine. Slide presentations are one of the best ways to leverage blog content if you’re just starting out.
You don’t need any special software. Just go to Microsoft PowerPoint, create slides and upload them on SlideShare.com, which is by far the best of the lot in presentation sharing. You can also explore Slide Boom and Google Drive.
Let’s assume that your blog has 10 posts about WordPress plugins under multiple categories. Collect all the 10 posts, scan and skim the content, select 30 plugins, create a presentation titled “Top 30 WordPress plugins” and upload it. The presentation will link back to your site.
In fact, you could leverage the same presentation by converting it into a guest post, published on a niche relevant high authority domain.
More Content Leveraging Options
This is a live example for you to see how I leveraged point 3 and created this presentation. It is hosted with SlideShare.net and will soon show up on other slide sharing sites.
Content leveraging is not a very difficult task. True enough, it IS time consuming but isn’t it better to spend time doing things the right way than blow up all those dollars and not even getting a decent ROI?
Use content leveraging to move beyond ‘traditional blogging’ and get more exposure for your small business.
About the author:
Chitraparna Sinha is a freelancing consultant, blog content developer, blogger, published Amazon editor and social media geek.