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4 Content marketing tactics for small businesses

Posted on 3rd February, 2020 by Greg Doyle

Content Marketing

Are you looking to get better local search rankings? Want to attract a local audience to your business but not sure what content will resonate with them. In this article, we’ll take a look at how you can find the right content for your audience as well as how to get the most SEO benefit from it to help give your website a local rankings boost.

Find hot topics using Google Trends

Google Trends is a great online resource for tracking the popularity of search terms and topics over time and the best thing about it, it’s free. Not only can you look for term popularity over time, but you can also segment terms and topics by location to help you find relevant search terms for your target area which is perfect for choosing terms and topics that will resonate with your audience.

So in the example below, we’re looking at the automotive industry in the UK and have chosen one of the recent breakout terms “Corsa electric car”. This would make a great basis for an article on the best electric cars coming out in 2020 or a piece about affordable electric cars. Local intent could be added to your content e.g. you could include why an electric car makes sense for anyone living in your area, how many public chargers there are, zero congestion charge if you are in London and other location-specific information.


Utilise customer case studies

Not only is a case study a great way to showcase your products and services, but it also lets you create localised search content that has the potential to do well in the search engines. As well as helping you improve your local rankings your case studies are a great sales tool that will help your website convert more visitors into customers. The best case studies focus on the customer and what their challenge was before moving onto what the solution was and the results achieved.

The pages can then be optimised for your target locations and are a great way of promoting your services with a real-world example that makes it easy for your customers to visualise.

Post related content from other niches

It can get boring and repetitive writing content on the same topic/industry all of the time. A great option for creating new and exciting content is to take a look at related but non-competitive industries as there will be some audience overlap which could help you reach a bigger demographic. So an example of this would be a Florist business posting content about interior design trends using floral patterns. Other topics could include jewellery, hairdressing and dressmaking, these are all related topics which are not direct competitors for a floristry business but can bring plenty of fresh content ideas that your audience will love.

Turn your FAQs into useful content

How many times do you get asked the same questions by your customers? Whether you sell products or services you’re bound to come across the same queries time and time again. And, while a FAQs page may answer some of the questions another approach can be to create How to guides, in-depth blog articles and video content to answer common questions. Creating a full knowledgebase can help potential customers find the answers to the questions they have while also reassuring them that your product or service is the right match for them.

Examples of this in action include the below from Tredz bikes on how to convert your Mountain bike to tubeless tyres:


This is a great guide with a full video tutorial as well as a step-by-step text guide with pictures. As well as showing you how to make the conversion the guide also runs through the benefits of doing so before giving potential customers links to recommended products to convert their mountain bikes at the end of the guide:


While this example is from a major UK retailer, the principle remains the same for small local businesses. Find questions that your customers ask and create a resource that provides detailed information that is beneficial to your customers. Include links to your case studies to build trust and don’t forget to link your products or services to make it easy for your customers to find out more about these. Finally, include a call to action of some sort, whether this be a simple contact form, your phone number or email address – tell your customers what action to take next, after all you have done the hard work of creating great content so make sure you reap the rewards.

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