How to Write Good Website Content (That Actually Grows Your Business)

Writing engaging and effective website content isn’t easy, especially when you’re running a small business with limited time and resources. You might find yourself asking, “How do I create content that truly resonates with my audience and drives real business growth?” In the following article on how to write good website content with the right strategies, you can transform your website into your greatest marketing tool.

In this article, we’ll unpack eight proven marketing strategies that can take your small business to the next level, including optimizing your Google My Business profile, consistently creating high-quality blogs, tapping into powerful video marketing, and mastering the art of storytelling.

We’ll also talk about following a structured content marketing funnel, leveraging impactful social media marketing, and the power of user-generated content, focusing on tracking your results can really improve your success.

But what if you’re short on time or resources? This is where Artificial Intelligence (AI) comes into play. AI-driven tools are making a big difference in content creation, allowing even the busiest entrepreneurs to produce meaningful, high-quality content efficiently. That’s why we’ve included a bonus ninth strategy: “Using AI to Help with Content Writing.”

By the end of this guide, you’ll have a practical roadmap to creating website content that engages your visitors, boosts your search engine rankings, and ultimately grows your business.

Good Website Content and Content Marketing

When marketers or business owners create and distribute content across channels, this is called content marketing. Content marketing is a vital facet of digital marketing. Almost every content marketing technique today is driven by content.

Content marketing has many benefits, especially for small businesses looking for a competitive edge. Strategic content marketing can help brands grow and engage customers and prospects simultaneously. Content marketing can also help a small business expand and retain its audience.

It can improve conversion rates, sales, and business return on investment over time. However, consistency in content marketing is essential to enable a small business to grow its brand and establish itself as a powerhouse.

Content marketing is very important, and the latest statistics show that the global content marketing industry revenue is expected to increase to 72 billion in 2023. More and more marketers are investing more time and money in content marketing. But how can small business owners grow their businesses using content marketing?

8 Content Marketing Strategies for Growing a Small Business

Some of the best content marketing strategies to grow a small business include; 

1. Google My Business Profile 

Consumers are more likely to visit a business after a local search. Modern customers believe that any credible business must have an online presence. More so, they think that a business’s online presence is one way of improving service delivery.

With that, a small business owner can consider investing in a Google My Business profile. Google is a popular search engine with a higher chance of helping you reach the right customers through your GMB profile. 

With that, a Google My Business profile is a great way to enhance online visibility. It can improve traffic and SERP ranking in local searches. You must ensure a correct business name, address, and phone number (NAP). Also, ensure that they are consistent across all web pages, citations, and listings.  

See this article for a more detailed description.

2. Blogging 

This content marketing strategy first emerged as a medium for sharing personal experiences and expertise. However, the plan was adopted in the marketing arena to share relevant information about brands and businesses.

Currently, many B2B and B2C businesses leverage blogging for various purposes. Blogging in the marketing sphere generally refers to creating and distributing content about a business’s products or services.  

It is ideal for any business with a website, whether small, medium, or large. This content marketing strategy can improve online visibility and help a business website rank higher in search engine results pages (SERPs). 

Content marketing can drive conversions, build customer relationships, and support other marketing campaigns. Over 53% of marketers value it, and about 73% assert that it can increase engagement.

However, to get the most out of a company blog, a marketer must consider several factors. A marketer must create compelling content, commonly with clear CTAs and visuals. 

Marketing trends show a growing preference for comprehensive content. Blog posts are steadily increasing in length, with average word counts rising from 808 words in 2014 to 1,054 words in 2016 – a clear indication that marketers are prioritizing depth and thoroughness in their content strategy. Source.

3. Video Marketing 

If you want to start with an effective and reliable content marketing strategy, then video marketing is the answer. Video marketing is a must-try, whether you’re a small business or an established enterprise.

This marketing strategy uses video content to promote a brand or inform target audiences about a product or service. In 2023, over 91% of businesses considered video a reliable marketing tool. 

Moreover, 46% of marketers who use short-form videos consider them powerful. Wyzowl found that 93% of brands acquired a new customer because of a video they posted on social media. 

Therefore, video marketing is a perfect consideration if you’re a small business and want to improve brand awareness, engagement, and build customer relationships. On the plus side, you don’t need the most expensive equipment to make quality videos. Any smartphone with a quality camera can do the work. 

4. Storytelling

Storytelling in marketing is key to convincing audiences that you have solutions for their problems. Or rather, that you surely want to make a difference in their lives. Stories are a powerful way of driving any message home. 

Precisely, it is an excellent medium for creating content that matters to a target audience. Wondering what storytelling looks like in marketing? Look at this example; 

“Do you run a website that wastes more of your resources with no returns on investment? It’s time to take a new approach! XY digital agency can help you redesign your website and tailor it for optimal conversions.” 

Storytelling is merely a marketing approach for defining a problem, providing solutions, and indicating potential results. This allows a business to cultivate authenticity and reach new audiences. 

5. Follow a Content Marketing Funnel 

A content marketing funnel is a model that shows the different stages a potential customer goes through before making a purchase. The model typically presents different stages, from awareness and evaluation to conversion.

Following a content marketing funnel can help a business create optimized content, such as blogs, podcasts, infographics, or ads. Customers aren’t aware of the different stages they traverse before making a purchase, but marketers are.

This helps marketers create content that speaks to prospects and customers. A reliable content marketing funnel requires a marketer to set Key Performance Indicators, which indicate the effectiveness of the content created for each stage of the funnel. 

6. Social Media Marketing

Social media marketing involves using social platforms to promote brands, products, and services. Platforms like Instagram, Facebook, Pinterest, LinkedIn, and TikTok are great avenues for achieving a range of business goals.

The latest statistics indicate that there are over 4.76 billion social media users globally, and establishing a business’s presence on social media can help reinforce many marketing agendas. 

Using social media for business can improve engagement and reduce marketing costs in the long run. It can improve online visibility, boost organic website traffic, and reduce the effect of competition. Furthermore, it can help customers learn more about your brand and easily find your products.

If you are looking for the best social media platforms, consider Instagram, Facebook, LinkedIn, YouTube, and TikTok. These have the highest monthly active users and will drive brand awareness. 

7. Take Advantage of User-Generated Content

It is a form of earned content that joins other types, such as recommendations, reviews, social media mentions, media coverage, and influencer shoutouts. All these types of content can positively enhance brand authority when strategically leveraged.

User-generated content (UGC) is content created by users of products or services. This type of content is highly driven by customer satisfaction. Only happy customers can create user-generated content (UGC) and post it online, especially on social media.

Incorporating UGC in a marketing campaign can boost digital marketing efforts and improve traffic and website ranking. It can also help a brand gain insights into customer preferences. Therefore, you can encourage your customers to create user-generated content (UGC) that you can post on your social media profiles. 

8. Track Results 

To ensure you’re moving in the right direction, you need to keep track of your content marketing performance. Measuring content marketing effectiveness can help you attain actionable insights about your marketing efforts. 

Moreover, it can present you with data that can improve your following content marketing results. All you have to do is set and track KPIs. These can include conversion rate, video views, website traffic, social media shares, and comments.

Tools like social media Analytics, Google Analytics, and SEO software offer data and insights about content marketing performance and overall campaign effectiveness.

Make Sure to Promote

It isn’t enough to create and post content on digital platforms. Creating high-quality content, strategic distribution, and promotion ensures content marketing effectiveness.

Whether you feature in a magazine, post a blog on your website, or earn content, social media is an ideal platform to promote all these types of content. To enhance content promotion, try including links in your posts and using hashtags to drive your social media posts.

Final Thoughts

Content marketing is a type of digital marketing that focuses on creating and distributing relevant content to a specific target audience. If you’re a small business, you can consider content marketing a reliable way to reach more customers, make more sales, and improve your business’s ROI.

By the way, it doesn’t require a huge marketing budget or hiring a marketing agency. You and your team can run a content marketing campaign on your own. So, consider these if you’re looking for the best content marketing strategies for your small business. They will help you grow your business and usher it into new markets.