As a small business it's hard to stand out amidst all the noise of the internet. There are viral videos that catch people's attention and are gone tomorrow (remember that white, or was it a golden dress?). But those viral sensations are mostly for shock value, so to try to do something like that would not fondly represent your company. There are also viral politicians we have to compete with who always attract our attention. And finally, large companies pay for ads that are so expensive only they can afford it. That's why your small business content marketing strategy must be that: a strategy. And one strategy that works to cut through the noise and get organic search results is to, like Jeopardy, title your blog post in the form of a question.
You: “Could I have Small Business Content Marketing Success for $300, Alex?”
Alex: “Companies such as Salesforce, IKEA, Whole Foods, and Petco give Google millions of dollars every year for these types of paid advertisements.”
You: “What is Google AdWords?”
Alex: “That's correct!”
What's your product? Let's say you sell organic, local chocolate in a little shop you just opened in a young and trendy neighborhood. When someone googles "organic chocolate", no matter their location, they're certainly not finding your little shop. Not unless you give Google thousands of dollars a month. But that doesn’t mean your situation is hopeless. You can still rank high on Google searches by writing articles with questions like this as the title:
How do you make chocolate?
How do you make homemade chocolate?
What's the best chocolate in the world?
Where's the best chocolate in the world?
What's the world's biggest chocolate bar?
What makes chocolate organic?
What makes food organic?
Depending upon the popularity of the subject, this technique could produce huge traffic results. Because when people google these questions, since you have it in the title itself, and the URL, it has a great chance of popping up in searches. You can put the keywords in a couple other places too, such as:
Meta description: This is a short description that you write into your blog post which shows up in search engines. When the searched for phrase is in your meta description you have a better chance of showing up on the page.
Try to find questions/titles that haven't been used before in an article. For example, if you try to use the question, "what makes a good leader" chances are many articles already have used it before.
A Counterargument About this Strategy
I'm sure there are people who might be thinking: just because someone is googling, "how do you make organic chocolate" doesn't mean they're coming to my store and buying anything. They could live anywhere and google that, so how do I benefit? That's an excellent counterargument. The truth is, you do benefit because if people are accessing your site for content, your SEO rank goes up so when people google these things, whether they're in San Francisco or Miami. So, what happens is you'll boost your traffic, which, in turn, makes google like you more and rank you higher in searches because it thinks your site is a good place to go to for information.
Have fun with your small business content marketing strategy. Do some research into keywords, phrases, and questions that are underrepresented in your field. Or better yet, have us do it for you.