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5 types of content every SME needs

How do you communicate with your customers? Many people will say by phone or through email, but did you know that your branding and website are also places where you communicate with your customers? Social media is another place and these places need to have some kind of content to communicate clear messages to your customers. In this article, we will look at the different ways we communicate with our customers and what type of content is needed by every SME.

Content can be divided into three sections:

  • Passive content: This is all the content related to branding. This will be the colours you use, the logo you have, the tag lines and the web copy. This is the basic content you need when you establish your business.
  • Outbound content: This is the content to tell your customers that you exist. This content is everything you put in the public eye. It is where your call to action is.
  • Inbound content: This is the content where you build trust. You are less likely to make monetary gains from this content, but it is important to build trust with your customers and show them that you are a leader in your niche.

You should also consider the purpose of your content. Is the content meant to inform, influence, educate or entertain? With this answer, you will be able to ensure the content you create will have a positive impact on your customers.

Now that we have a clearer idea about the different kinds of content, let’s look at five types of content that every SME needs.

  1. Website copy: This is the information on your website which focuses on the general information about your business plus the reason why your customers should choose you. This is your hub and where most of your audience will get information about your business.
  2. Slogan: Many famous brands have a slogan which brings the brand to mind. A slogan should be short and powerful. A good example is the Nike slogan “Just do it”.
  3. Blogs: These should answer your customers frequently asked questions, introduce new features of your offering, and support your audience with information which is important to them and related to your offering. Blogs will be on your website, but you can link them on your social media pages for your customers to see. You can also look for partner websites where you can link back to your business.
  4. Video: This medium is best for products which need to be shown how they work. Videos can be used to show behind-the-scenes action, how-to videos or testimonials. There are many uses and people enjoy watching videos.
  5. Gated content: This is content which your customer needs to give you some of their information to get the exclusive piece of content. You need to make sure the content you offer is worth the information you are asking your customers for.

By creating these five pieces of content, you will be well on your way to making yourself a thought leader in your market.

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