Whether you’re a small business or a big enterprise, it’s imperative that you have a content marketing strategy.
That is, a way to market your products and services online using relevant, useful content published and distributed through your website, social media, email communications and blog.
Bigcommerce, as with many other blogs, try to help their audiences by featuring articles with unique points of view.
Love the Dream Big section of their blog. If you’re working at a small business, those motivational quotes are the perfect pick-me-up after a long, stressful day. (Speaking of their motivational quotes, here are some from national small business week.)
Bigcommerce does a fantastic job of highlighting their most successful customers, which is important for their prospective customers to see. They have multiple posts that show off customers who have been on shows like Shark Tank and The Today Show. They also have a free ebook: Totally Tubular Guide to E-commerce SEO Cool.
Etsy is an online marketplace where people around the world connect to buy and sell unique goods. Their blog audience is primarily comprised of their vendors and their customers. You’re looking at a coed audience of do-it-yourselfers, to-be brides and grooms, artists, hipsters, and treasure hunters, to name a few.
The Etsy audience is interested in art, good food, fashion, and a vintage-forward lifestyle.Etsy employs lots of different types of posts in their strategy. Many of their posts are sourced from the artists themselves.
They also publish posts featuring new artists with personal insights into their lives, new trends and designers to watch, how-tos for cooking and creating, videos, and real people using real products created and sold through Etsy. I grew up going on long road trips with my family so I thought this blog post/video/campaign was a neat idea. Etsy is smart in recognizing that fashion and tastes differ by country and culture, so they’ve taken things to the next level by offering multiple country-specific blogs.
Constant Contact offers affordable email and social media marketing service along with some stellar blog content.
Much like Bigcommerce, the Constant Contact audience is made up of small businesses and DIYers, from all different industries, locations, and demographics. Generally, these folks need help with their online marketing, and Constant Contact consistently delivers top-notch blog content to meet this need. Their blog focuses on hot topics, how-tos, and tips and tricks regarding email marketing, social media marketing, and content marketing.
They offer resources (like this one for SEO), guides, and lists that are easy to digest and act upon. What I find most amazing about their strategy is that you can tell that they really want to help their audience, not just pitch them as to why their product is great. A B2B blog strategy cannot be successful unless you’re completely dialed in with your audience, and Constant Contact has done just that.
Guest blogs and whitepapers are also big parts of their strategy. In a digital marketing world full of complexity and confusing jargon, Constant Contact keep things light-hearted and easy for their audience to understand. In honor of small business week earlier this year, they put out a inspiring post/video/social campaign that urged small businesses to #DoMoreBusiness.
Photo by Mike Licht, NotionsCapital.com