Content Marketing—The Starter Guide for Chicago Businesses
The best, most effective marketing happening right now is content marketing. It should absolutely be a part of your business plan. But it can also feel intimidating if you’re a small business rather than an enterprise corporation. I know my city is more vibrant when local small businesses have the tools to thrive, so I’ve put together an intro guide to help Chicago businesses understand what content marketing is and how to get the most out of it.
What Is Content Marketing?
Content marketing is a strategic approach to digital marketing that focuses on creating and distributing valuable, relevant, and engaging content to attract, inform, engage, and retain a specific target audience. Content marketing includes written content (blogs, white papers, web pages, etc), videos (YouTube videos, TikToks, Instagram Reels), and social media marketing.
The Goal of Content Marketing
The primary goal of content marketing is to build trust, establish authority, and ultimately drive profitable actions, such as conversions, within a brand's niche or industry.
How Content Marketing Works (The TL;DR Version)
Content marketing involves the creation of various content formats, including articles, blog posts, videos, infographics, and more, tailored to address the needs and interests of the audience, rather than overtly promoting products or services. You know you’re doing it well if your content fosters long-term relationships with customers, delivers consistent, valuable information that resonates with them, and ultimately leads to brand loyalty and customer retention.
How to Maximize the Return on Your Content Marketing Spend
I’ve seen content marketing programs that receive initial investment just to be cut 12 months later and content marketing programs that are championed by the C-suite, receive continued (and increasing) investment from the organization, and deliver tremendous results. The latter only happens when an organization’s content strategy has been tailored to maximize return on investment (ROI)—in both the short and long term.
To maximize the ROI of your content marketing, you need to:
Identify Marketing Goals
Set clear and measurable objectives for your content marketing efforts. Do you want to increase website traffic, generate leads, boost sales, or enhance brand awareness? Are your goals limited to an audience in the Chicago area—as might be the case for a restaurant, dermatology office, or wedding planners —or are you trying to reach a geographically dispersed audience (as might be the case for ecommerce, software development, or other services). Defining your goals will guide your content creation and distribution strategies.
Know Your Target Audience/Target Customer
Understanding your audience is the foundation of any successful content marketing strategy. Chicago is a diverse city with a wide range of demographics, so pinpointing your ideal customer is essential. Conduct thorough market research to identify their needs, preferences, pain points, and online behavior. Create detailed buyer personas to help tailor your content to their specific interests.
Test Different Strategies Until You Find What Works
Content marketing is not a one-size-fits-all solution. Experiment with various content formats, channels, and posting schedules to discover what resonates with your Chicago audience. Regularly analyze your data and adjust your strategy based on the results. A/B testing can be a valuable tool to optimize your content's effectiveness.
Types of Content Marketing
Different content channels provide different benefits. You don’t have to turn into a pro marketer overnight in order to be successful (that’s what external experts are for), but you will want to familiarize yourself with each channel so you can better understand each channel's strengths and challenges, plus what you would need for your organization to be successful in each particular channel.
Search Engine Marketing: Blog Content, Web Content, and Paid Search Advertising
Search engine marketing typically refers to Google-optimized search channels. (Sorry Bing, but Google controls 90%+ of all internet searches, so that’s whose relevant). Traditional search engine channels include:
Blog Content: Publishing high-quality blog posts on your website is an excellent way to provide value to your audience while improving your search engine rankings. Informative, relevant, and engaging articles that address the needs of your audience will help you rank in Google searches. If your business relies on physical proximity and is located in Chicago that will be easier to do because you will only have to compete with other “local” businesses competing for those keywords.
Web Content: Your website's content, including product/service pages and landing pages, plays a crucial role in attracting and converting potential customers. You want to optimize your web content for both search engines and user experience to ensure it ranks well and drives conversions.
Paid Search Advertising: Paid search, such as Google Ads, to target Chicago-based users actively searching for products or services related to your business. This can be a cost-effective way to reach a local audience and drive immediate results.
The rise of TikTok has the potential to change the way we approach search marketing. More than 2 in 5 Americans use TikTok as a search engine. When you look at the stats with Gen Z users you find that 10% of them are more likely to use TikTok than
Social Media Marketing
Leverage the power of social media to connect with your Chicago audience (think Facebook, Twitter, Instagram, TikTok, and LinkedIn). Share engaging content, interact with followers, and build a loyal community around your brand. Use geo-targeting to focus your efforts on Chicago-specific promotions and events.
Influencer Marketing
Collaborate with local influencers who have a significant following in Chicago. Influencers can help you reach a broader audience, build trust, and generate authentic content that resonates with potential customers. Ensure the influencers you partner with align with your brand and target audience.
Video Content (YouTube, Social Media, and Your Website)
Video marketing is rapidly gaining popularity and is an effective way to capture the attention of your Chicago audience. Create informative and engaging videos that showcase your products, share customer testimonials, or provide valuable insights. Publish videos on YouTube, share them on social media, and embed them on your website to maximize exposure.
The Content Flywheel: How to Get the Most Out of Your Content Distribution
To make the most of your content marketing efforts, it's essential to implement a content distribution strategy that keeps your content in front of your target audience. Here's how to build a content flywheel:
Create High-Quality Content: Start by consistently producing valuable and engaging content that resonates with your Chicago audience. This content will serve as the fuel for your flywheel.
Share on Multiple Channels: Distribute your content across various channels, including your website, social media, email newsletters, and industry-specific platforms. Tailor the content to each platform for maximum impact.
Engage with Your Audience: Actively respond to comments, messages, and feedback from your Chicago audience. Building relationships and fostering engagement is crucial for long-term success.
Analyze and Optimize: Regularly analyze your content's performance using analytics tools. Identify what's working and what's not, then adjust your strategy accordingly. Don't be afraid to experiment and iterate.
Repurpose Content: Repurpose your top-performing content into different formats, such as infographics, podcasts, or ebooks. This allows you to extend the life and reach of your content.
Collaborate and Cross-Promote: Partner with other Chicago businesses or influencers for collaborative content projects. Cross-promotion can help you tap into new audiences and gain credibility.
Choosing a Content Pro in Chicago —Should You Work With an Agency, Consultant, or Freelancer?
So you want to invest in content marketing, but you don’t have the budget for a full-time hire. Now, you’ve got to decide whether you want to go the agency route or work with a freelancer.
The Benefits of Working With Content Marketing Agency
One-Stop Shop: Agencies typically have a team of professionals with diverse skill sets, including writers, designers, SEO specialists, and strategists.
Resources: They have access to advanced tools, industry data, and resources that can enhance your content strategy.
Scalability: Agencies can handle large-scale campaigns and provide ongoing support for your content marketing needs.
Accountability: Agencies often have established processes and are accountable for delivering results.
The Benefits of Working With a Content Marketing Freelancer
Cost-Effective: Freelancers may offer more competitive rates compared to agencies, making them suitable for small businesses or startups.
Personalized Attention: Working with a freelancer can provide a more personalized experience.
Niche Expertise: Freelancers may specialize in specific industries or niches, bringing deep knowledge to your content.
