Recently I met my old friend from my MBA days who is presently in the export business of yarns and textiles since past eight years. She is co-owner of the business with her husband and the business deals with several clients in India as well as abroad. As the business expanded through personal and trade networks over the years, it got registered as a private limited company and they started with structured marketing approach. Though most of the marketing communication happened in the form of direct marketing and personal selling to B-to-B clients through product brochures and customised quotes followed by conference calls over long distance, my friend realised the need for strong web presence of her business through official website of her company.
She shared her idea with me and wanted to seek my suggestions about creative and attention seeking content about the business for creating the home page of website, about designing the logo of the company to communicate the purpose and vision clearly and a powerful content about the product and services offered by her company. As our discussion further shaped into idea of first understanding the client base and their expectations from the company and then we started designing the content for website after informal interactions with few clients about their expectations and about the global presence and reach of her company. Finally, we ideated a compelling storyboard to register a remarkable digital presence of her company and today the reach has increased tremendously.
Creating a powerful content to communicate your value proposition among your target audience through a well-designed content marketing strategy is a must have for a business today, even for a small-medium enterprise. It is not only effective but a “cost-effective approach”. Content marketing is a strategic approach where in a marketer creates and communicate a consistent, valuable and relevant content to attract and retain a specific target customer which ultimately should result in profitable customer action.
Small businesses today can avail themselves of countless forms of content creation to fuel their content marketing strategy, spread across a variety of communication channels. Along the way, they'll help establish themselves as an expert voice in their field, raise their public profile, and gain exposure for their products and services. It's a strategy that checks every imaginable box.
As you decide upon the types of content to be created as well as the extent of coverage a topic’s content will cover, one thing has to be kept in mind is about focusing upon that fact that your motive is to establish a relationship with your target customers. It means that one must make it sure that the content always represents your small business in the brand voice you're trying to establish. One more thing which holds prime importance is about creating a uniform and consistent tone as well as level of quality because the audience identify your business by every bit and piece of content you create.
While creating content for the audience, you definitely get a chance to showcase your expertise on domains related to your core business, products, or services. Providing a detailed coverage of informational areas within your content in a unique way, gives you immense possibility of establishing a business as a thought leader in the related industry. This can certainly make even a small business website as a much looked after destination for a very relevant and reliable knowledge about the particular business. A gradual scaling up of business’ content marketing plan has the power to create brand resonance by ensuring high performance over the long term.
By telling the right story we can not only capture attention but also entertain, enlighten, and persuade also within only few minutes. As everybody knows that stories are memorable as well as shareable — and these are two most important features of an amazing content. If you are thinking about how to carve your niche in this dynamic digital world, an innovative content marketing strategy definitely serves the purpose!
Prof. Dr. Pallavi Chandwaskar
Assistant Professor,
DR V N BRIMS, Thane
Also read : INFLUENCER MARKETING: WHAT, WHO, HOW?
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