Content Marketing for Small Businesses: 5 Reasons It’s Effective

Content marketing for small businesses is a great way to build brand awareness, and it’s often cheaper and more effective than traditional online advertising methods. Of course, producing quality content is challenging, and it takes longer to drive traffic organically than with ads. But unlike ads, content will continuously be available to your audience without needing to pay for it. Here’s a look at five reasons why content marketing strategies are more effective than traditional advertising methods.

1. Organic search drives more traffic than paid search

According to Search Engine Journal, roughly 51 percent of web traffic comes from organic search, while only 10 percent comes from paid search. How can you rank well organically? By creating valuable, high-quality content and applying search engine optimization (SEO) tactics. Remember, your content will continue to aid your target audience long after you’ve spent the time and money to create it; which is not the case with paid advertisements — once you stop paying, those ads disappear.

2. Ad blockers are more popular than ever

PageFair’s 2017 Global Adblock Report states that between December 2015 and December 2016, the number of desktop and mobile devices using ad blocker software rose from 142 million to 615 million worldwide. To boot, almost three out of four ad block users say they ditch websites that use ad block walls. It couldn’t be clearer: people are simply growing less tolerant of paid ads.

Alternatively, content marketing efforts, such as podcasts and videos, can tell stories that entertain your audience. They can create emotional bonds without making site visitors feel like they’re being pestered to click somewhere or buy something.

3. Content helps you build trust

Most prospective customers expect to receive something of value without being solicited first. Thankfully, humans are hardwired to reciprocate goodwill by returning the favor, as Dr. Robert Cialdini explains in his book Influence: The Psychology of Persuasion. But don’t produce free content purely to get something in return. Most of the time, you won’t — remember, you’re doing it for the minority of prospective customers who will end up becoming loyal patrons.

4. Quality content establishes you as an expert

One of the best ways to demonstrate credibility within a field is by sharing knowledge, whether it be through media appearances, teaching courses, or producing educational materials. Building your reputation requires a lot of consistent work over many years, but if you put in the time and effort, people will be more likely to believe that you can help them and that they can benefit from your recommendations.

5. Your content can result in word-of-mouth publicity

Blogger Jon Morrow published a post titled, “7 Life Lessons from a Guy Who Can’t Move Anything but His Face,” which has been shared 79,000 times and was key in attracting students to his courses on blogging. It also led to a flood of media inquiries about his rags-to-riches story and the secret sauce for writing a viral blog post. Your content may not get 79,000 shares, but if it’s original and valuable, people are likely to help you spread it and promote your brand.

Ads are the past, content marketing is the present

Good content entertains and educates people about your brand without them even knowing it, making content marketing for small businesses a modern strategy that’s even more effective when you combine it with solutions to the issues your audience faces. Take a look at the infographic below and start planning your content marketing strategy today.

Infographic of web traffic statistics


Ky Trang Ho

I'm a business and financial writer, content marketer, PR consultant, and author of "Humans of Shark Tank." ( My work has appeared in FA Mag,, Institutional Investors,, Investor's Business Daily, Guru Focus, Plan Sponsor, Seeking Alpha, The Street, ThinkAdvisor, WordPress, etc. I have been quoted in, Thrive Global, and many blogs. See what a communications Jedi Master can do for your business. I will build your brand as a thought leader and influencer. I produce articles, presentations and much more. Count on me for press releases, content marketing, WordPress website development, social media marketing, copywriting and SEO. I have journalism experience in print, TV, radio and online. Past clients: 1. Aberdeen Asset Management 2. Advisys 3. Endowment Wealth Management 4. Focused Wealth Management 5. Pristine Advisors 6. 7. TradeLog Software 8. 9. 10. And many others. Ky Trang Ho website: Ky Trang Ho book, “Humans of Shark Tank”: Ky Trang Ho WordPress business articles: Ky Trang Ho portfolio: Ky Trang Ho Medium blog: Ky Trang Ho Online business card: Skills: - Excellent verbal and written communication skills: Able to translate complex topics and financial jargon into plain English that appeals to experts yet engages novices with strong knowledge of English language, grammar, spelling, punctuation and Associated Press (AP) style - Experienced in covering SEC filings, earnings releases, economics, breaking news - Experienced in content editing and copy editing - Boosting Website traffic and SEO (search engine optimization) ranking on key terms - Proficiency in Microsoft Word, Excel and PowerPoint. - Proficiency in Wordpress content management system (CMS), Google Analytics, Web development with HTML and CSS - Increasing Website traffic using social media such as Facebook, LinkedIn, Twitter and Google+. - Experienced in managing projects and teams working on deadlines - Experienced in managing and mentoring interns Location: Los Angeles, CA Education: BA, UC Berkeley MA, The Ohio State University Work history: Key Financial Media, LLC (2014 - present)

More by Ky Trang Ho

%d bloggers like this: