It is easy to start a business, but it is difficult to grow it. Once you are satisfied with your efforts, your next aim is to take it to heights.
But how you can do so in and after 2024?
For decades, we used to create a good products/services and make efforts to sell those. The more units we sell, the more profit we make.
But, business has changed in 2024!
Now, you need content to run a business and to grow it!
A question may — and it does — arise in your mind, what is the difference between ordinary content and great content? Just answer one question and you will find out the difference
A business will get many benefits if it creates great content.
If you think customers buy from you because you sell beautiful products, you are WRONG!
In today's world,, customers consume products/services to solve their problems. They buy from you because you claim, through your content, to provide a solution to their existing — or any future — problem .
What is Content Marketing
Let's first define content marketing. According to the Content Marketing Institute (CMI) — a leading authority on content marketing:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Content Marketing Institute
This means that the days of traditional marketing is over, the world we live in is that of content marketing.
Ordinary Content vs Great Content
OptinMontster lists 29 companies that make great content. Few of those companies are GE, Hubspot, OptinMonster, Rif Curl, Rafflepress and so on
What content is awesome? We have a short answer and we have a long one.
Short answer: see how much it grabs your attention.
Long answer: Customers don't buy from you because of any other reason than to get what they need. Great content is what your customers need to solve their present or future problems.
Ordinary stuff might teach you something, but great content makes you want to learn way more.
Remember that hilarious video of the dog trying to skateboard? It probably made you crack a smile, right? That feeling sticks with you for many months. You remember the information and maybe even share it with your friends.
That was an example of a great content.
How does Content Marketing skyrocket your (small) business?
Running a small business is a rollercoaster. True, isn't it!
Think of content marketing as that friendly barista (Google: a person who serves in a coffee bar) who remembers your coffee order and strikes up a conversation. You keep coming back because they make you feel valued, not just like another sale. Content marketing works the same way.
You create valuable, informative, and engaging content that attracts your ideal customers and builds a relationship with them.
Now, you might be thinking, "Great idea, but I don't have a team of writers or a fancy video studio!" The beauty of content marketing is that it's scalable for any size business.
Here's how content marketing skyrockets your small business:
1. Become a Trusted Authority:
Imagine this: someone Googles "best hiking boots for women." Your website pops up with a blog post titled "Ultimate Guide to Choosing the Perfect Hiking Boots (For Ladies Who Conquer Mountains!)."
It dives deep into different types of boots, compares features, and even gives a bonus tip sheet.
This content establishes you as an expert in hiking boots. The reader trusts your knowledge and is more likely to consider you when they're ready to buy.
Real Life Example:
Neil Patel, a digital marketing guru, built his entire business —neilpatel.com — around creating informative blog posts, articles, and videos. People flock to his site for free advice, and when they need professional help, they naturally turn to Neil because they already trust him.
What took Neil’s business to sky ? content.
2. Attract New Customers Like a Magnet:
You create content that your ideal customer is actively searching for. If you do, your customer will remember you!
For example, a local bakery might create a blog post titled "5 Easy Cake Decorating Hacks for Beginners" with stunning visuals and step-by-step instructions. People searching for baking tips land on the bakery's website, learn something valuable, and might even decide to order a cake for their next celebration.
Case Study: Crazy Egg,

The Crazy Egg blog
A heat mapping software company, used content marketing to attract new customers. They created in-depth blog posts on conversion optimization and website UX (user experience).
Their content attracted website owners looking to improve their online presence, ultimately leading to more sales for Crazy Egg.
3. Build Lasting Relationships:
Content marketing isn't just a one-way street. It's a conversation starter. When you create valuable content, people engage with it by leaving comments, asking questions, and sharing it on social media. This interaction allows you to connect with your audience on a deeper level and build lasting relationships with them.
Imagine you write an article on "The Top 5 Must-Have Apps for Small Business Owners." There are 1000s of articles on the topic, but you write it with a unique perspective better than your competitors.

Here's how this content marketing strategy attracts new customers and builds strong relationships:
4. Attracting Customers:
- Search Engine Optimization (SEO): By strategically using relevant keywords and providing in-depth information, your article becomes more discoverable by potential customers searching for those apps. As search engines favor fresh, informative content, yours ranks higher, increasing the chances of small business owners finding your resource.
- Addressing Pain Points: Your article directly addresses a common challenge – finding the right tools to manage a small business. By carefully selecting apps and explaining their functionalities, you position yourself as a problem solver and a trusted resource.
5. Building Relationships:
- Engagement through Comments: The magic happens when readers leave comments. Here's where the conversation starts.
- Follow-up Questions: Comments like "Great list! What about X app for managing finances?" present an opportunity to showcase further expertise. You can reply with a mini-review of the suggested app, demonstrating your knowledge of the landscape and willingness to help.
- Sharing Favorite Tools: Readers might share their own favorite tools in the comments. This is valuable for two reasons: you learn about additional options and it fosters a sense
of community. You can acknowledge their suggestions and potentially incorporate them into future content, showing that you value their input. - Demonstrating Expertise: Through thoughtful responses and valuable content, you establish yourself as an authority on small business tools. Your audience starts to trust your judgment and see you as a reliable source for future needs.
- Building Trust and Care: Every interaction, be it replying to comments or creating helpful content, shows that you care about your audience's success. This fosters trust and strengthens the relationship.
6. Boost Your Search Engine Ranking (SEO):
Search engines love fresh, relevant content. By consistently creating high-quality content, your website becomes more relevant for search terms related to your industry. This can significantly improve your search engine ranking, making it easier for potential customers to find you online.
Let's say you're a freelance graphic designer. You write blog posts about logo design trends, tips for choosing the right font, and the importance of brand identity. These posts are likely to rank for keywords like "logo design tips" and "freelance graphic designer," attracting potential clients searching for those terms.
Content Marketing for Small Businesses: It’s Not About Perfection
The best part? You don't need to be a Pulitzer Prize-winning writer or a Hollywood filmmaker to create effective content marketing. It's about consistency and providing value. Here are some tips for small businesses:
- Start small: Choose a format you're comfortable with – a blog, social media posts, or even short videos. Consistency is key, so aim for a regular schedule (even once a week is a great start!).
- Focus on your audience: What are their needs and challenges? Create content that solves their problems or educates them on relevant topics.
- Be authentic: Let your personality shine through! Your audience will connect with your unique voice.
- Repurpose your content: Did you write a great blog post? Turn it into an infographic or a social media series!
Final Words
By following these steps, you can start creating content that will help you attract new customers, build trust with your audience, and ultimately grow your business.