Written by the The Melotti Media Team, checked by Christopher Melotti
From gurus like Gary Vaynerchuck and Neil Patel to messaging experts like Christopher Melotti and the team here at Melotti Media, every marketing professional will tell you…
It’s all about Content! Content. Content. Content.
Ok sure.
So, why the fuss?
Content marketing is one of the most powerful marketing tools at the disposal of any business.
Content marketing is perhaps the best way to turn a basic business into an exciting brand, captivating audiences and giving voice to what (and how) you can provide them.
Oh, and it’s not just for the big corporations or small start-ups; content marketing for medium-sized businesses can be incredibly powerful.
In this marketing article, we’ll explore EXACTLY why content marketing is essential for Australian medium-sized businesses and provide you with the 5 company content marketing ideas you can use to help you stand out and thrive in an increasingly competitive market.
Why should Australian Medium-Sized Businesses prioritise Content Marketing?
All good ideas start with a clear “why”.
And when it comes to content marketing for medium-sized businesses in Sydney, it’s no different.
Generally speaking, medium-sized businesses have already established some level of presence in the market.
Medium-sized businesses have built the basic foundations of a brand, they have a dedicated team, and at least a small budget in place to support their marketing efforts.
Yet, even though they are still evolving and working towards becoming the industry behemoths they know they can be, these are the perfect conditions where content marketing plays a vital role.
So, is content marketing just about creating posts and social media updates?
No!
Real content marketing is a strategic content marketing approach that sees you share information that isn’t designed to work as a direct sales pitch but instead spark interest by providing one key thing….
VALUABLE INFORMATION!
When done correctly, content marketing for medium-sized businesses allows you to:
1. Be Distinct:
In Sydney’s competitive and bustling business environment, medium-sized businesses need to find a way to stand out. Content marketing allows you to showcase your unique offerings, values, and expertise, setting you apart from the crowd.
2. Position Yourself as an Expert:
By providing informative ideas, and offering expert insights, content marketing helps you position your company as an authority in your industry. When you consistently produce valuable and informative content, you establish trust, credibility and goodwill among your audience. Trust us, they’ll be dying to return the favour!
3. Gain a Competitive Edge:
Content marketing can give you an important edge by attracting and retaining customers through engaging, informative content. Rather than simply telling your customers what it is that you do, give them a taste of your expertise!
Given the choice, customers always gravitate to the brand that they know has already provided them value.
But be careful! Content complacency is common.
As many Sydney medium-sized businesses prioritise content marketing and find their groove, there’s a risk of falling into comfortable content marketing complacency.
Here’s how THAT happens:
- You’ve recognised the importance of content marketing for medium-sized businesses. Tick.
- You’ve begun creating and curating content on multiple platforms. Tick.
- You’ve started to reap the rewards of more eyes being your business. Double Tick.
- As content marketing becomes another part of your day-to-day, your content becomes increasingly same-same, uninspired and mundane. Whoops!
If this sounds like you, don’t worry – it’s a very common, short-term problem that almost all Australian companies run into at some stage along their journey.
All you need is some fresh content ideas and channels for content marketing improvement.
With that in mind, here are the top five content ideas medium-sized businesses in Sydney can explore to prevent or combat content complacency.
1. Frequently Asked Questions (FAQs)
Simple, but effective.
FAQs are a brilliant way to strengthen customer service while simultaneously enhancing your content marketing strategy.
Whether you place them on your website, inside articles, or on social media, medium-sized businesses in Sydney can benefit greatly from FAQs because they provide direct and immediate answers to customer queries.
In other words, FAQs provide immediate value!
Here’s why FAQs are a content marketing game-changer:
- Customer-Centric Approach
FAQs demonstrate your commitment to customer satisfaction by offering quick and customised solutions.
- Key Opinion Leadership
When you address common customer questions, you establish yourself as a key opinion leader in your industry.
- Human Touch
While AI-driven solutions have their place, FAQs add a human touch of personalisation and humanity to your customer interactions. It demonstrates that you have anticipated their thoughts and concerns which requires a certain level of emotional intelligence.
2. Strengthen Sales Collateral
Wait a second. What is “sales collateral”?
Sales collateral is any document or material (content!) that helps you support the sales process.
If you are a Sydney medium-sized business, chances are you’ve undertaken some level of growth in the last few years. As a result, your branded sales collateral will need a revamp to match your current business setup and branding.
So that your sales team has materials to effectively represent your evolving business, it’s important to equip them with fresh sales collateral, including:
- eBooks,
- brochures,
- sales presentations,
- product sheets,
- sales scripts,
- and much more.
If you’ve found yourself lacking content ideas or stagnating in terms of business growth, a sales content revamp is one of the best medium-sized company marketing ideas to help.
3. Company Communications
If you want your medium-sized businesses to stand out in the competitive Australian market, you have a responsibility to be on the front foot when it comes to business communications.
Think about it: do you want to be perceived as “similar” and therefore replaceable? Or would prefer your brand to scream innovation?
The latter, right?
In that case, it’s important to use your mid-sized business marketing content to showcase what makes your company different from the competition. Highlight your differentiating services, products or ideas, showcase industry leadership, and demonstrate your commitment to excellence.
So, next time your marketing team sits down to prepare a:
- presentation,
- press release,
- social media post,
- speaking engagement,
- or any other form of business communication,
encourage them to ask – How can we craft company content that sets this business apart?
4. Brand Communications
Your brand messaging is the cornerstone of your content marketing strategy.
As a medium-sized business, it’s essential to ensure that your brand communication is not only up to date and aligns with your current goals but also has a solid strategic foundation to guide all future content.
Enter, a Brand Core Messaging Document.
A Brand Core Messaging document establishes guidelines that identify your brand’s tone of voice and identity making it easily recognisable to your audience.
It also means you have a set of rules to streamline and efficiently craft all future content!
5. Website
Your website is the digital face of your business, and it’s the one-stop shop for all of your content.
Gone are the days when medium-sized business websites could get by with a few simple pages. Instead, corporate websites today are a comprehensive content library designed to cast a wide net and attract potential customers. As a result, they are the number one space your customers will use to judge your business.
This means two things:
- Your website content must be constantly evolving to reflect the current state of your business, and
- It requires unique, valuable and personalised content that appeals to your ideal audience.
There you have it! The Top 5 Content Ideas for Medium-Sized Businesses.
At Melotti Media, our content marketing services start with a one-off session to develop an effective strategy.
It’s all about getting to know you and your organisation, truly!
We will take the time to sit down with you and listen to your unique communication needs and objectives.
After analysing the competitive landscape, industry trends, market characteristics and typical customer types associated with your business or organisation, we will help you formulate a brand core messaging document to guide all of your medium-sized business marketing content moving forward.
Bingo! You’re all set…
Unless of course, you’d prefer a strategic communications professional to assist you with implementation as well!
Again, we can help…
your business with everything from developing a strategic content marketing framework to actually writing your marketing content as well.
How Can Melotti Media Help You?
To stand out in today’s crowded content environment and to inspire innovation and action, you need to design and implement your marketing content strategically. However, we understand that this is easier said than done.
You’re time-poor and spread thin, and strategic communications may not be your expertise. So, focus on what matters, while we take care of all of your content marketing needs.
For more information or to speak to our brand messaging expert, Chris, contact Melotti Media today:
