Business owners have unique insight into their own companies and processes that others in the industry may not have. On top of this, you have the experience and the knowledge about your craft that can help hundreds of people in your audience to find answers to their questions and benefit from your content.
Let’s be honest, finding time to spend on producing content as a business owner is hard. You have to juggle finances, management, development, research, sales, delivery, customer service and more.
Put simply, business owners don’t have much time to spare. And you want to make sure that if you are spending time making content, you are putting your best foot forward and making the best content for business owners in order to connect with your audience.
We made this guide in order to help business owners to produce the best content for their businesses.
These content tips for business owners will help you to:
- Be more efficient with your content production
- Make more relevant content for your audience
- Establish yourself as a thought leader in your industry
- Drive more organic traffic to your website
- Save time in the content production process
Let’s dive right in and give you the best advice for how to make the best content for your audience as a business owner!
What All Small Business Owners Should Know About Content Marketing
Hopefully by now, you understand the importance of content marketing to your online business. If not, you should take some time to educate yourself on some of the must know information about content marketing that every business owner should know.
This will help you understand the importance of why you need content marketing for your business, and also give you the motivation and the inspiration to begin your very own content marketing campaign on your own personal blog and social media channels for your business.
This topic needs a post entirely on its own, so we made a comprehensive guide to what every business owner should know about content marketing.
1. List Style Type Blogs (Round Up Posts)
These are some of our favorite places to start for business owners when they ask how they should start a content marketing campaign on their own.
While we work with a lot of enterprise companies to help them generate more leads, we also help to educate business owners on the opportunities available to them through content marketing. Either way, it is our passion and mission to help business owners grow their dreams into reality.
The Benefits of Round Up Posts for Your Business
List style posts (like this one) work great for a few reasons:
- The competition is often weak, or offers very thin insight
- The content is relatively easy to make compared to other types of content
- There are always more things to add to your lists over time, which makes them a solid contender for evergreen content
- They often rank for a lot of long tail keywords with high search volume
- They offer a quick solution to the users problem in a popular and visual aspect
How to Make the Best Round Up Posts
The one thing you want to make sure you remember with all of your content marketing efforts is that you do not just produce content for the sake of doing so.
Sure, you can have 40 six hundred word blog posts on your website for the sake of having them. And while yes, this is technically better than having no content at all, not by much… trust us.
Make it Long and Be Comprehensive
The average blog post that ranks number one organically for its search term on Google has 1,781 words. Your 600 word count article that your SEO guys suggested isn’t going to cut it, no matter how much money you spend on it and how many keywords they manage to jam into it.
Too many round up posts have a picture, 3 sentences about the item, and then a button with a link to another page. No information, no steps, no how-to, no personal opinion, no personal experience with it, just an empty post that offers no real help at all.
More than ever, search engines are now serving user intent. If people are coming to your post and not finding answers, quickly leaving, and then finding them somewhere else, and staying longer on their site, your blog will rank lower and lower because you are not satisfying their user intent.
Moreover, people want to read and learn. They generally want a comprehensive source to go to for their information. They want to be able to trust an expert’s insight and learn from their experience. Provide them with a source for this, and you will be able to cultivate a large and loyal audience.
Have More Options than Your Competition
If you find a lot of lists have 10, 15, 20, whatever the number is, try to make a few more than the competition does.
However, don’t make a list of 100 tools. Or at least not to start. Try to be practical in your approach, and do not go overboard. Try to keep a balance between quality and depth.
Continually Add to Your Round Up Post Over Time
One of the best things about round up posts for your website is that you can continually add to them over time. Repurposing an old blog post is one of the best ways to make sure that you can constantly rank for the terms, improve your content, keep a steady understanding of your subject matter, and remain a relevant content provider in your industry as it changes.
This also helps you to make the longest and most comprehensive roundup posts over time. If you add a few each month or year, over a few years, you will surely have the best resource on the web for your industry.
Add Any Tools or Resources You Offer to the Top of the Post
This type of content is a great way for business owners to advertise their own tools or resources as the number one best resource on their list.
While this may seem like a bit of a sales heavy approach, it is absolutely worth doing. Why not give it a try and give your tools the best chance to succeed online with your content?
E-books have quickly become one of the most consumed forms of content on the web by business owners. This type of content is specifically efficient for people who operate in the B2B space and who offer professional services.
In fact, 20% of Americans listen to audiobooks, or read e-books on a monthly basis.
E-books are a great way to connect with your audience, and establish yourself as a thought leader. They are relatively simple to produce, and can be leveraged as a great lead generation tool, by offering them for free and then allowing people to download it by submitting contact and personal information in order for you to use later.
While this type of content is certainly one of the more labor intensive forms of content that a business owner can produce, it is also one of the highest ROI, and a great way to dive in depth with a more select audience that is far more likely to convert.
Tips for Making the Best E-Books
These quick tips can help you to be more effective with your e-book content marketing strategy.
Make Your Content Shorter
When it comes to making an e-book, you are actually better off making it a bit shorter than normal books.
You want to be very specific with the type of content you cover in an e-book in order to make sure that you are on target with your audience.
You also want to make sure that you leave enough questions remaining in your audience’s head that they will come back for more content and they will also be likely to need your services in the future.
This is a delicate balance that can be hard to find, but is extremely effective at building large email lists and building a brand while helping fellow business owners and people in your industry.
Placement and Packaging Matters
You must place your e-book in an appropriate place on your website and on your various web channels in order to make it as effective as possible.
On top of this, you need it to pop when people see it. You need to make sure that your e-book cover and branding grabs the eyes of your users and makes them want to act.
How-to-Videos make for a great content opportunity for business owners because they are the perfect type of platform to quickly get information to your audience while teaching them in a visual manner.
How-to-videos make for effective content marketing campaigns because:
- They connect with your audience in a visual platform
- They display that you are an expert in your field
- They allow for your audience to connect with you on a personal level
- They are efficient to make because they are short and do not require writing
- They are as simple as explaining something you have already mastered
How to Make the Best How-to-Videos
Making the best how-to-videos works best when you utilize these few tips.
Make Consistent Video Content
The first step to any successful content marketing campaign is to make content on a consistent basis. If you only make one or two videos, while they may get a few thousand views with some luck and the right targeting, chances are that they will not have a good ROI for your business, unless this video is displayed on a core product offering page.
You want to be consistent in order to build your audience, establish yourself as a thought leader in your industry, and maintain relevance with all of the industry’s trends, while developing a better understanding of what your audience is looking for.
Engage Your Audience
How many videos have you watched where the person just jumps right into the subject matter without an introduction, explanation of what will be happening, and a bit of a background?
While it’s great to go for gold when it comes to bringing value, you need to engage your audience.
- Ask them what they want to know more about
- Tell them to comment and ask any questions they may have
- Stay open for suggestions and help throughout the day
- Make an effort to go into more depth than necessary
- Be yourself and be authentic
Put Yourself in the Perspective of Your Audience
Too many people do not do this simple step when making any type of content on their website. They simply forget that at one point, they knew absolutely nothing about the subject they are discussing.
While you do not want to make a Wikipedia page about your subject matter and put it into a blog, you should try to be as comprehensive as you think the average person needs you to be. Just because something seems simple to you, doesn’t mean it is to everyone else.
Take your content and break it up. Make a video series out of the subject matter, with each episode dedicated to a specific and important part of the process. This will help you to make multiple pieces of content out of one idea, and also build a publishing schedule for your video content.
Don’t Be Afraid to Brand Yourself and Promote Your Business
At the end of the day, you have to promote your business when it comes to your web content, That is the entire point. You want to be humble, but it is okay to build a brand and promote yourself a bit in your videos.
You do not want to take all of the time to produce some of the best video content and get it traffic just to have it fail at driving that traffic further down the sales funnel onto your website.
Pro Tip: To learn more about how to make the best YouTube videos and grow your audience, check out this awesome guide.
4. Frequently Asked Questions Sections
FAQ sections are a bit old, and can sometimes feel antiquated, outdated, and as if they do not belong.
However, there is no denying that they are very efficient at driving traffic to websites. FAQ sections are SEO paradise. They literally give you a perfect reason to take the questions that are asked most in your industry and answer them for your audience.
The Benefits of FAQ Sections for Websites
As we said, these guys are SEO machines! Every business owner should have one on their site.
FAQ Sections help you to achieve the following with your audience:
- Answer their most urgent questions
- Help them find information quickly and easily
- Help them find your website and consider your company
- Allow them to find answers in one place
- Allows you to build your website SEO easily
How to Make the Best FAQ Sections
While you might be thinking, “how can you mess up an FAQ section?”… Boy would you be surprised. Making the best FAQ section is not so much about not making mistakes, but about making the most out of the time you spend on the page.
Organize Your Questions by Category
Organizing your FAQ into sections based on their category can help your audience and search engines alike to find the answers to their questions more quickly.
You will also want to make sure that you have your FAQs organized is that you have your headers formatted correctly.
Make Your Answers into an Accordion Format
By putting your FAQ into an accordian or fold down format, you can visually show your audience more answers in less space, allowing them to map out your answers easily.
Try to Make the Answers Quick and Easy
Don’t go for super long answers. Shoot for a few sentences or paragraphs at most. Then, forward your users to more in depth forms of content which fully answer the question and dive more deep into tips and things they must know about the subject matter.
Pro Tip: Want to find out what questions your audience is asking Google? Check out this comprehensive guide we made to teach you how!
5. Personal Stories of Challenges and Breakthroughs
People love to connect with business owners on a personal level and glean a bit into their perspective through their high quality web content.
What better way than telling your own story? This is one of the best ways for you to connect with an audience in a content marketing strategy through video.
When it comes to this type of content, you can really let your creative juices flow freely and let it take you where you need to go.
You can also use these struggles and breakthroughs as a bridge between your services and products and what your audience is looking for.
Often times, if made correctly, you can even go back and use these same video clips to help sell your service or product in marketing videos, by telling the story of how you broke through and found a solution to the pain point your target audience is going through.
Pro Tip: Building a brand story is one of the most important things you can do for your business online. Check out this blog post to learn more.
6. Industry Specific Statistics
Much like roundup blogs, there are a lot pieces of content on the internet that are about market statistics. The only problem is, they don’t exactly all do an efficient job of relating these statistics to real world applications that their audience can engage in which can help them leverage these stats.
In other words, they are mostly just lists of statistics without any application or bridge to the real world.
The Benefits of Statistical Blog Content
This type of high quality blog content helps you to:
- Establish yourself as a thought leader in your industry
- Argue for why your customer NEEDS your service or product
- Start the gears turning in your audiences head and asking more questions
- Refer your traffic to more in depth blog content
How to Make the Best Statistical Blog Content
When it comes to making this type of content you want to make sure that you follow these tips in order to maximize your efficiency.
Relate the Statistics to Real Life
Yeah, statistics are great. But what’s your point behind them? How do they help your user? How are they relevant to what you are selling or offering? Bridge the gap with your content.
Don’t Nerd Out Too Much
Believe me, Cody and I could look at Search Console and Analytics Data all day long. But at the end of the day, you need to keep the subject matter of your content wrapped up in a way that the layman can understand it, the intermediate can learn from, and the expert can generate ideas from.
7. Lists of Best Tools
We have said it once, and we will say it again, “Free Web Tools are the #1 Way to Generate Organic Search Traffic in 2018”.
Don’t believe us?
Well, Neil Patel has been making this a publicly available piece of information. In fact, he even talks about how this is in his business plan for 2018 and beyond, as it is one of the easiest ways for him to generate online revenue.
Why Best Tools Lists Make for Good Blog Content
Web content that talks about industry tools can be very helpful for your audience, and much like roundup posts, there is a large content gap in most industries when it comes to this type of content.
Best tool posts help your business by:
- Allowing your audience to find solid resources to fix their problems
- Establishing you as a thought leader
- Generating important web traffic for very competitive terms
- Show off your internal tools and solutions to problems
- Garner a lot of internal links, and external links
How to Make the Best Tools List Content for Your Website
When it comes to making high quality web content for your blog that revolves around free online tools, you need to follow these few steps to make sure your content performs as best as possible.
Much like we went into depth about earlier with the roundup posts, you want to be comprehensive with your content.
A lot of these lists have a few sentences about the tool with a link, but no real insight or explanation as to what the people like about it, don’t like, how to use it, etc…
You want to capitalize on this opportunity by making content that establishes you as a thought leader, and that also helps you to rank higher in SERPs with your content.
Cover the Right Topics
At the same time, don’t make a 50 step guide for how to use each tool on the list if you have 50 tools. That is ridiculous. You can do it if you want, but this is a big waste of time and doesn’t really help you rank much higher for terms that will really help you convert and build an audience with.
Continually Add to Your Post
New tools are always emerging in the market, which can help you and others make your life easier. You want to continually add to the different posts you have in order to keep them fresh, keep your audience engaged, and constantly rank well for your keywords that you are targeting.
Pro Tip: Looking for a list of the Best Content Marketing Tools? We’ve got you covered, with this helpful tools list.
8. Resource Guides
Resource Guides are somewhat similar to Tool Lists, but instead, they offer amazing places to find information, such as forums, and other in depth, and hard to find resources that many people may overlook.
As a business owner, you have no choice but to be creative when it comes to just about anything you do, especially when it comes to forging connections early on in your company’s history.
Resource guides are a great way to help people in your audience to elevate their game without having to go through some of the pains that you had to in order to become an industry expert.
This type of content allows for you to directly have an impact on the type of information that your audience will find later on. While it will likely drive them to other places, this type of content is great for building social shares, gaining easy search volume wins with your content, and helps you to build evergreen content.
The Benefits of Resource Guides
Resource guides help you to:
- Gain social shares among community members
- Make a leap into the forum space in your industry
- Develop brand awareness
- Build backlinks through social and other channels
Webinars offer a unique type of content that is in between informational and marketing. They allow influencers and business owners to introduce people to their methods, techniques, and processes to give a glimpse into the possibilities within the space when you have access to the same information as they do.
Why Webinars Are Effective Forms of Content
Webinars work well within the B2B and B2C space. They work best when the foal is to generate traffic, build a brand, and turn your audience into leads.
Typically, webinars are capable of turning a new rising business idea or business model from small sales to large volume and brand recognition at a very rapid pace when combined with Paid Advertising Campaigns.
Webinars help business owners to:
- Immediately see the importance of your service or product
- Collect contact information on very highly qualified leads
- Establish yourself as a thought leader
- Set up sales funnels in order to continue nurturing your leads
- Monetize your service and product continually
- Engage your audience in a personalized way without having to spend one on one time
How to Make the Best Webinars
Making the best webinars comes down to mastering a few key factors that help business owners to make the most out of their content marketing efforts.
Make the Content Very Unique and Engaging
Webinars are meant to help people solve very specific problems. They need to be in your face in forms of advertising, but when it comes to the actual meat of the content, webinars need to be very informational and have the highest amount of value added out of just about any other type of content.
In order to accomplish this, you need to have a very strong understanding of what your audience is looking for, and also need to offer a unique product or service that helps them directly.
Establish a Sense of Urgency
With webinars, you need to establish a sense of urgency with your users that makes them act. They need to be engaged in a way that makes them feel as though they cannot possibly give up on this opportunity, or else they will be missing out in some way.
10. Client Testimonials
Client testimonials are extremely important when it comes to making effective content that can captivate your audience and make them understand the value of your product offering.
When it comes to client testimonials, you want to keep a strong relationship with your prior clients in order to get testimonials from them that stand as a testament to your hard work and the success you have brought to them.
Mainly, this type of content is less about the production, and more about placement and execution. While you are not usually the one producing this type of content, you can have a heavy influence on the message it takes on towards your audience, and whether your audience sees it or not.
Typically, a home page is the best place for this type of content for business owners, but you also want to make sure that they appear on your product offering pages and landing pages.
One of the most effective ways to create a piece of testimonial content is to create a video of your prior clients talking about the success they had while working with you. This carries much more weight than a quoted text on a blog page or on a home page, and can lead to many more sales in the future.
The Benefits of Client Testimonials
Clients testimonials serve your business by:
- Building your brand and demonstrating your value
- Building trust in your audience
- Displays your success and acts as a brag sheet for your business
- Connects with your audience through a third party
11. Livestreams and YouTube Videos
We all know video is huge in 2018. In fact, 55% of marketers plan on adding video as one of their main forms of content production in the next year, and 72% of internet traffic is now video related, which is expected to grow to over 80% by 2021.
With this being said, video is clearly the dominating form of content on the internet, and you need to deploy it in your arsenal in order to be fully effective at content marketing.
When it comes to making videos, there are hundreds of routes you can go down. It it advantageous for business owners because other than the initial investment, it is a cheap form of content, it is easy to make, and it is a great way to engage with your audience and growth hack your social media presence.
Livestreams achieve the same type of engagement with your audience, but offer them a way to interact with yo directly, which helps them to feel appreciated, heard, and appreciate you and your brand on an entirely new level. Video and livestreams turn your audience into your salespeople.
The Benefits of Video Content and Livestreams
Video helps businesses to:
- Engage your audience on a visual platform
- Reach a much larger audience than with your other content
- Build brand awareness
- Send traffic to your website
- Establish yourself brand as a thought leader in the industry
How to Make the Best Video Content
Knowing how to make the best video content is a topic that deserves its own blog entirely, but to keep it simple, the best ways to build great video content are:
Be Organized with Your Content
No one likes a video that does not stay on topic and that does not deliver on what it promises. When making video content for your business, you need to remember to stay on track, and keep your content only as short and as long it needs to be. Do not be afraid to break a video off, or make it short, only to direct your audience to further videos and content on your site.
Be Consistent with Your Delivery
Much like your blog content, you need to deliver your video content on a consistent basis, otherwise, you will not be as effective or as authoritative in the space, and your content marketing budget will be going to waste with this platform.
Find Content Gaps
So many videos out there lack the ability to really capture a unique set of ideas when it comes to their content. A lot are simply the same exact video with a different name. No real value is added and not a lot of education is given.
Those who are able to stand out in the video content marketing space are those who are able to come up with unique content that adds value, and that helps them solve real world problems.
For business owners looking to find content gaps, we made this Comprehensive Guide for How to Find Content Gaps.
Know How to Rank Your Video Content on YouTube
Ranking your video content YouTube is very important, as quickly YouTube has become the second largest search engine on the planet.
With the proper knowledge, you can learn how to get your YouTube videos to rank well quickly and easily. This topic is very in depth and requires its own blog in order to give you the best value, so we created this Comprehensive Guide to How to Rank Your YouTube Videos.
Work With A Content Marketing Agency to Create the Best Content
To maximize the ROI of your content marketing campaign, we recommend that small business owners work with a content marketing agency. If you are interested in working with us to see what type of impact content marketing can have on your business, feel free to contact us. We should get back within a few hours.
However, we understand that for some, this is just not something you have the budget for. This is not a problem, keep hustling!
For those who are looking to develop a content marketing strategy on your own, check out our free PoofNewSales content marketing tools. These tools are meant to help business owners like you:
- Find the best topics for your blog content
- Make the best outlines for your content
- Make the best title tags for your blog
- Optimize your meta descriptions
- Come up with new content marketing ideas for your business
- Find out what your target audience is searching for on Google
Give them a try, and let us know what you think in the comments. The tools are in Beta now, but we are working very hard to deliver the best free content marketing tools to our audience.