Build your small business’s authority (with customers and search engines) via content marketing

Content marketing (noun) is a type of marketing that involves the creation and sharing of online materials ) such as videos, blog posts, and social media posts) that do not explicitly promote a brand, but has the intention of generating interest in its products or services.

Both customers and search engines love content marketing because it helps them understand your small business’s authority in the marketplace.

Building credibility sans national or global name recognition is a challenge for small businesses who are hoping to compete with established companies for market share. Thankfully, your website can do a lot of the heavy lifting for you in this regard, provided that you incorporate content that gives the reader valuable information.

When you know which of your customers’ pain points your product is suited to resolve, you can create content that explains how your offering can fulfill their needs. Testimonials and customer reviews give your prospects the opportunity to hear from others who were once in a similar situation to them. They also transmit your sales talking points into the mouths of actual users, and they work to substantiate your own claims made about your products.

In terms of using content marketing to build authority with search engines, search engine algorithms only rank the factors that a website provides to them. Both you and your bigger business counterpart are on the same playing field when it comes to marketing your website and ranking in search engines.