Content Marketing

Online Marketing Strategy for Small Business

Content Marketing Strategy for Small Business

Has your web traffic fallen and the number of leads generated declined?

In the spring of 2013, Google made a significant change to the way it ranked websites. It made html coding techniques secondary in importance to what they call "recency” and "freshness" of the content on a website. In other words, if the Google robots visit your website and don't find new content, your site will lose ranking. Conversely, if they visit and find new content on a regular basis you can gain ranking. What this means is that businesses are now forced to create new content on a regular basis in order to place well in the organic search listings.

The online marketing strategy for small business in 2014 revolves around creating custom content, posting it on your website or blog then promoting it on social media channels like Facebook, Twitter and Pinterest and featuring it in your email newsletters. This is called Content Marketing and it is all done in the effort to grow a loyal audience. Content marketing provides the opportunity for small businesses to tell their story, sell the experience and highlight the wonderful and unique features that make their product or service better than the alternatives. Content marketing has been embraced by the small business community who generally don't have a large "pay-per-click" advertising budget to compete with the national brands.

Content Marketing

Content marketing involves branding your business as a quality provider of a product or service and also YOU as an expert in your field. As you post more articles on the web you begin to attain what Google calls "authorship" which they use to determine where your pages should rank in their search results. You will notice the effect of authorship ranking as you see an author’s picture alongside the link to their article in search engine results. Authorship ranking is loosely based upon: It is important that you include a link your personal Google + page on the web page or in the website’s author bio. Google has created a new html tag called rel=author which is appended to your personal Google + page address (i.e. The number 123456789 is replaced with your own google plus id. Make sure not to include anything else like "posts" in the link. This new rel=author tag attributes an article to you as the original author.

Candidly, this much effort is a daunting challenge for a small business. However, the Internet is the new phone book. It is where you hang your sign. It is your best source of new business leads. You simply must have an online presence to compete and there is no time like the present to get started.
Next Step:
Platform Preparation

by George Oberle