More businesses are recognizing that content marketing is a necessary way to communicate with customers. It can be hard to measure the direct effect on the bottom line, so focus on creating content that serves customers by answering their questions and solving their problems.
Jason Miller, Senior Manager of Content Marketing at LinkedIn and author of Welcome to the Funnel, shared four practical tactics that any business can apply to get better results from content marketing.
1. "Don't complicate this stuff."
Miller says the first priority is to create content that answers customers' questions. As Ann Handley advises, "Pathologically empathize with your customers." Put yourself in their shoes and answer tough questions better than anyone else.
You know your product or service better than anyone, so explain the benefits in terms your prospects understand and keep their needs front and center.
2. Make content relevant.
"We don't need more content," Miller says. "We need more relevant content." Every piece should answer a question, meet a need, or help a customer take the next step.
Anyone can publish a blog post or social update, but relevance is what makes content useful. Focus each post on a real customer problem or common question to make your content more effective rather than simply increasing quantity.
To reach the right audiences, consider tactics that improve targeting and messaging, and learn from resources like Smart Target Marketing and Insurance Considerations when planning campaigns.
3. Budget for content marketing.
Content marketing requires time and resources. If you can't staff it internally, outsource to an experienced partner — for example, a specialist in Content Advisory Services.
Whether the budget funds someone on the team to write regularly or an outside firm to produce content, the important thing is consistent, relevant content that your customers can find.
If your planning touches broader communications needs, you can also explore support from firms listed under Marketing and Communications Consulting Insurance to align messaging, channels, and risk considerations.
4. Start a blog.
Miller recommends starting with a blog: it’s the original social media and a place to publish helpful content. If posts contain useful information and answer relevant topics, search engines will index them and prospective customers can discover your company.
One well-written post can have immediate impact. Keep publishing consistently and your blog will continue to attract readers and drive results over time.
The blog is the social media rug that ties the room together.
That phrase means the blog should be the central place prospects find substantive content from your company. If it serves customers' needs, they'll read, learn about your business, and be more likely to take the next step.
What are your experiences with content marketing? What blogs have you found particularly useful?
Frequently Asked Questions
How often should a small business publish blog posts?
Post frequency depends on resources and goals; consistent schedules (for example weekly or biweekly) help build an audience and improve search visibility.
What topics should I choose for my content?
Focus on customer questions, common problems, and practical solutions that demonstrate your expertise without overtly selling each piece.
Is it better to hire an agency or create content in-house?
Both approaches can work; in-house teams maintain company voice while agencies bring scale and specialized skills, so choose based on budget and capacity.