The Coronavirus has changed how we live our lives in ways too numerous to mention – both personally and professionally. If your place of business is closed due to local COVID-19 regulations – and you were selling online before the crisis – hopefully it’s helping mitigate some of the revenue loss. If digital marketing and selling are new to you, let’s look at how you can stay connected to your customer base during this crisis.
Before we get into the nuts and bolts of content marketing, ensure that your Crisis Communication Plan is up and running and that you’ve adapted your digital marketing strategy accordingly.
At its core, a business blog revolves around a product or service, store or brand. The type of content can be tightly focused (think product how-to) or thread loosely (more inspirational) around the subject matter but every post should be related in some way. For example, on the Restonic SleepBlog, our focus is the broader topic of the art and science of a good night’s sleep. We write about everything from healthy breakfast recipes to myths wrecking your sleep to how often you should replace your mattress, offering tips and insights and sometimes just simple entertainment. Each post offers something valuable to potential consumers and to Google.
When it comes to online writing, it’s important to remember that you have two masters – and both are equally important to help deliver on your goals.
Writing good content is the core principle of content marketing and that can be a tough challenge to overcome for small business. If you’re considering a content agency or sourcing a freelancer, take time to find the right fit. Cheap writing will cost you more in the long run. If blog posts need a major overhaul before publishing, it will slow your ability to publish regularly. And if you publish poorly written or weak content, your customers won’t appreciate it – and neither will Google.
If sourcing a writer is outside of your budget, look to your business’ vendors for support. The brands you carry on your floor and website should have content available for your use. At Restonic, we supply retailers with a steady stream of fully written blog posts, social media images and memes and tools to help organize it all. Full disclosure, I’m the vice president of brand and digital marketing at Restonic, so I have the inside track.
Once your content is written, take time to ensure it has all the basic building blocks so that it will fulfill your SEO goals as well as serve as your digital consumer outreach plans.
The writing and editing are complete and you’ve ensured that you have the core SEO basics in place. Before publishing your blog post, take time to critically review the content one last time and make final edits as needed.
Creating good content for a business blog isn’t for the feint of heart and it can take time to perfect the process. But a blog can be a smart way to begin a digital consumer outreach program – and a sustainable path as you grow your digital footprint. Even when your place of business is closed.
As we weather the next few weeks and months of this crisis together, I’ll be writing about the importance of a content calendar, fine-tuning your social media voice and much, much more. If you’re struggling with your digital strategy, I’d love to hear your questions and how I can help. Drop a comment below or shoot me an email and let’s start talking.
In the meantime, these posts might help you begin your content marketing journey: