What makes your content so different and engaging, and therefore, more valuable to business owners? It’s a fair question for sure. There are so many brands (and blogs) writing for the small business audience, making mind share harder than ever to earn. So, on which topics should your company focus its SMB content efforts?
Answer: Focus on the cross-section of how your product helps its customers and what your clients/prospects want to know about.
Why This Works
- It gives your content focus.
- It can often be used to move prospects (or customers for a cross-sell) down the sales funnel.
- And the most important: this is what your customers are expecting to see from you. This type of content coming from your company makes sense to them.
Examples
- A bank features an article on managing cash flow crunches.
- A logistics company produces a guide on doing business in developing countries.
- A casualty company produces a checklist on avoiding employee theft.
- A telecom company writes a profile on a client whose business grew with increased data bandwidth.
Keep in Mind
When considering topics, think broadly. For example, technology affects just about every business function these days. Depending on its content strategy, a tech company could write about how a company can increase customer satisfaction by automating its business. An airline could feature a client that has expanded globally.
Regardless of what you write about, remember to consider the following:
- Is it something that goes above and beyond the obvious? If not, business owners will feel that you are wasting their precious time.
- Are you talking up to the reader (and not down to her)?
- Is the writer an expert on the subject who also knows how to write to this audience?
Between the crowded environment and readers’ short attention spans, grabbing the attention of small and midsize businesses is difficult enough. To avoid getting lost in the crowd (and creating content that produces results), it is critical to generate content in the intersection of your customer’s needs and your products.
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