New Tips to Crafting Killer Small Business Content


When it comes to Internet marketing, small business owners are constantly told to create content to promote their business and industry in order to increase visibility and help improve search engine rankings. 

Let's take a step back. 

The goal here is clear; creating content puts your business' name out in the open. The more visible your business becomes through your content, the more ground you're able to cover online. As your businesses' content becomes more abundant, you may begin to improve your rankings in Google. You can take this a step further through Social Media outlets such as Facebook, Twitter and Google Plus. From there, the content may spread like wildfire; this only works to put your business and brand in front of more users, meanwhile also helping build links to your business' website. 

What's often missing when discussing content creation for small business is what types of content to create in the first place. Articles and blogs are perhaps the most obvious choices. If you're knowledgeable within your industry or have writers at your disposal, written content is ideal. Additionally, unique written content allows businesses an opportunity to take advantage of industry-specific keywords and is ideal for sharing through the social channels. 

With this in mind, however, written articles and blogs can only go so far. How many articles does one really want to read about Minnesota carpet cleaning, for example, if that's your industry or business?

Regardless of what your small business does, there's content out there to be crafted. It's the type of content that matters these days, especially as users and search engines are looking for much more than the standard 500-word, keyword stuffed article. It's time for business owners to adapt their content accordingly if they want to continue grabbing eyes and showing up on the front pages of Google. 

What kind of content will help business stand out from the pack and thrive in an ever-changing content marketing world? 

Us Versus Them 

There are two surefire ways to grab the attention of your readers; mention price or your competition. If your audience contains a serious customer who's torn between your product and service and that of the competition, content focusing on the two aforementioned topics could make or break his decision. 

Think of this content as “us versus them” content, with a particular on the “versus.” Focus on what your potential buyers are getting with your company in terms of pricing and features. Of course, be honest and highlight the best features of your product or service; don't bother with white lies or misleading statistics. Honesty remains the best policy with such content. 

Whether or not you decide to call out your competition by name is up to you. Some see such tactics as tacky, although it's rather common in many major marketing circles (think Pepsi versus Coke). It may be a better idea to simply highlight why your product beats out your competition as a whole rather than focusing on another particular brand. The goal here is to increase your business' exposure, not start a brand war. 

The Power of “Free” 

It's been drilled in our heads; everyone loves something free. While content is inherently “free” to your readers, you can provide them with free content-based tools that will make your business look like a million bucks. Infographics, guides or whitepapers, for example, can help build up your list as you exchange such items for a potential customers' email address. Crafting such free materials costs only your time; furthermore, you don't have to give up any of your product in the process. In addition, such items build trust and aid in making your business appear to be a leader in its industry. 

Becoming an Expert 

There's power in trust, and there's even more power in being viewed as an industry expert. Consumers want to buy from the best; likewise, readers want to digest information from the most knowledgeable and trustworthy sources. Expert guides and advice can be huge pieces of content for small businesses. Whether you're an expert yourself or know big names in your industry, leverage those names to your advantage. Conduct short, brief interviews with others in your space and post them on your website, for example. Such content is incredibly fast and easy to produce as such interviews can be conduct over. Such content is also easy to digest and is more likely to be shared than a conventional blog post

The Bottom Line 

Small business owners don't need to be told twice that they need to create killer content for their business' website. They may need to be reminded, however, that some types of content perform better than others today.What type of content is your small business creating to connect to new customers?

About the Author

Brent Barnhart
Brent Barnhart is a regular contributor to He covers a wide variety of topics through the written word, including content marketing, Internet marketing and small business trends. is dedicated to helping small businesses grow their presence on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.
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