I scrolled and scrolled and scrolled, but I found nothing. Have small businesses forgotten about content marketing in their battle against low Facebook reach?
Last week I was looking through my ‘pages feed’ on Facebook. I was looking for examples of small businesses doing content marketing well for a course I was delivering.
I kept scrolling and for minutes on end I found nothing. Have small businesses given up on Facebook? Or have our customers given up on us because we only post ‘me me me’ content?
What Is Content Marketing?
Maybe you didn’t know it but you are probably content marketing already. The Content Marketing Institute defines it as:
“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.”
If you are sharing content that is interesting to your target customer you are already content marketing. Luckily for you not many businesses are, you have a chance to shine.
What I did find as I scrolled through that newsfeed were lots of posts advertising, promoting, talking about the business itself.
Watch the video to find out more:
Finally, after several minutes of scrolling I did find something good. Incredibly it came from a building society.
EBS
Not only is it a nice, entertaining piece of content but it’s about a segment of their customers, young couples in the market for a home. Who’d have thought a building society would top my list of good Facebook content marketing?
The Happy Pear
The Happy Pear never fail to let us down with their content. Each day they share a photo of the sea near their restaurant. Their wording always involves the viewer in the conversation. And it’s perfect for their health and nature loving vegetarian customers.
So next time you post to Facebook ask yourself is your content ‘me me me’? Or is it interesting and entertaining for your customers?
Further reading
Content marketing isn’t just for Facebook. You can utilise content everywhere you are marketing. If I peaked your interest here are two books I’ve read on the topic recently that I’d highly recommend:
The Content Code: Six essential strategies to ignite your content, your marketing, and your business by Mark Schaefer*
Content Marketing Works: 8 Steps to Transform Your Business by Arnie Kuenn*
*Amazon affiliate link
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