Effective Content Marketing for Small Business: How to Stay Committed to the Cause

Use this advice to help your online business stay committed to content marketing

While content marketing typically doesn’t require a big monetary investment, it can easily drain your time. With an already cramped schedule, take a look at these ideas to help you keep up your content marketing efforts.

The best way to ruin your content marketing strategy is to stop creating content.

Of course, becoming a publisher is easier said than done. You’re probably saying, “When will I ever have time to do this? I’ve got a full-time job, a family, and a yard to mow. Even worse, dinner needs to be ready by 6:30, and that heaping pile of laundry isn’t getting any smaller.”

Not to undermine your schedule, but do you know what I hear? Excuses. Just like anything else, content marketing requires a commitment.

So to help you take the leap, here are some important ideas to keep in mind:

1. Content marketing widens the net of your customer base.
There are billions of websites and users on the Internet. With this much clutter, you need help driving traffic to your site. You can either spend thousands of dollars on untargeted PPC, or you can provide useful information that organically draws people in.

Think of content marketing like fishing. You can sit in a boat all day long, but if you don’t provide any bait, you’re going home hungry. Same thing with content marketing – you can have a website with amazing products, but if you don’t have something of value to attract visitors, you’ll be just another site in the open sea.

2. Content marketing makes you more visible in search engines.
It can be hard for ecommerce sites to rank highly for certain keywords, especially since most of your content is related to product descriptions. Content marketing can greatly enhance your SEO efforts, especially if you create timely, relevant content that relates to a specific keyword.

Additionally, the more that people share your content, the more Google deems it relevant. Remember, the job of a search engine is to provide the most pertinent information for a user’s search query. Once your content pages begin to climb the search engine rankings, your overall site will receive more traffic, which of course, can lead to more sales.

3. Content marketing makes your business more credible and trustworthy.
People like to buy from someone they trust. And as with any relationship, trust must be earned, which is where your content marketing steps in. By continuously creating resources that inform and educate your customers, your brand inherently looks like a thought leader.

Thought leadership assists the well being of your overall reputation, which helps draw in more fans and followers to your other communication channels. This increase in popularity means that you’ll have much more exposure to your marketing messages.


All right, I’ve officially stepped off my soap box of why you need to make the commitment. Now, let me share some tips to help you stay on the wagon.

9 ways to stay committed to content marketing:

  • Build an editorial calendar that fully details exactly when you’ll publish your content
  • Block off a certain amount of time each day/week, totally secluding yourself to work
  • Create multiple pieces at once. For example, if you’re building a video series, film several episodes in one sitting.
  • Utilize preexisting content for other purposes – there’s nothing wrong with turning a blog series into a white paper or webinar
  • Have some fallback pieces you can utilize if you fall behind your schedule
  • Use guest bloggers or guest writers to contribute content that requires no work from you
  • Reach out for help if you need it, whether it’s a professional or a hungry college student
  • Track your results: as you see gains, you’ll be motivated to keep going
  • Only make content that you’re passionate about. If you think it’s boring, so will everyone else.


Just like diet and exercise, content marketing takes time and effort. Even though you may not see results on day one, you’ll be alive much longer than if you sit back and pound cheeseburgers.

Happy selling!
-Matt Winn, Online Communications Specialist, Volusion

This wraps up our Effective Content Marketing for Small Business series. Please check out the other posts and share them with anyone who may be interested.

Effective Content Marketing for Small Business:

Volume One: What Is Content Marketing?
Volume Two: 9 Ways to Get Started
Volume Three: 6 Steps to Create a Content Marketing Strategy
Volume Four: 4 Ways to Break Through the Content Clutter
Volume Five: 9 Simple Ways to Spread Your Content Like Wildfire
Volume Six: Metrics You Can Actually Use
Volume Seven: How to Stay Committed to the Cause


Matt Winn is Volusion’s Senior Brand Manager, where he helps oversee the organization’s branding and communications efforts. Matt has created hundreds of articles, videos and seminars on all things ecommerce, ranging from online marketing to web design and customer experience. Beyond being a certified nerd, Matt is an avid college football fan, enthusiastic home cook and a self-admitted reality TV junkie.

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