The Real Return on Investment (ROI) with Content Marketing: Is Content Creation Worth It for Small Businesses?

Have you ever wondered about the real return on investment (ROI) of content marketing for your small business? Perhaps you’ve thought, “What is this social media post or blog going to actually do for my business?” Let’s dive into this question and explore the benefits, challenges, and strategies of content marketing for small businesses.

What Is the Real Value of Content Marketing?

Content marketing can feel overwhelming, especially when you’re a small business owner juggling a million tasks. The truth is, done strategically, content marketing can:

• Boost Visibility: Long-form content like blogs and videos can enhance your online presence, making your business discoverable through search engines.

• Build Trust: Offering free, valuable content demonstrates your expertise, creating a sense of trust and perceived value.

• Grow Your Community: Expand beyond your local customer base to connect with a global audience.

• Diversify Income Streams: Create opportunities for exclusive online offerings, like virtual classes or subscriptions, to complement in-person services.

The Two Paths: Local or Online

As a small business owner, you have two primary options:

1. Stay Local: Focus solely on in-person services and local community connections.

2. Go Online: Build an online presence to expand your reach and create additional revenue streams.

   
   

Choosing to go online doesn’t mean you need to dedicate hours every day. Even a minimal, well-planned effort can yield significant results.

Why Long-Form Content Matters

If you’re investing time in online marketing, prioritize long-form content like blogs, YouTube videos, or podcasts. Here’s why:

• Higher Perceived Value: People see long-form content as more in-depth and valuable.

• Searchability: Platforms like YouTube, Google, and Pinterest can help your content reach your ideal audience.

• Repurposing Opportunities: A single blog or video can be turned into multiple social media posts, email newsletters, and more.

Example:

Let’s say you’re a yoga studio owner. You create a podcast about deepening yoga poses. From that:

• Turn it into a blog post to boost SEO.

• Create a social media carousel summarizing key points.

• Develop an email series expanding on the topic.

This layered approach maximizes the ROI of your efforts.

The Power of Free Content

Offering free content may feel counterintuitive when you’re trying to generate revenue, but here’s the magic:

• Attracts Engagement: People are more likely to interact with free, valuable resources.

• Builds an Email List: Use free content as a lead magnet to grow your email list—a valuable asset you own.

• Demonstrates Expertise: High-quality freebies show the value your business can deliver.

Pro Tip:

Offer a free resource that aligns with your expertise. For example, my Content Marketing Master Spreadsheet includes templates for task planning, content cadence, and social media calendars. It’s a practical tool that showcases my experience while providing immediate value.

Short-Form vs. Long-Form Content

Short-form content (like Instagram Reels or TikToks) can:

• Build community.

• Highlight snippets of your personality or brand.

• Foster engagement on specific platforms.

However, it’s often not as impactful for long-term growth.

Long-form content, on the other hand, works better for:

• Establishing authority.

• Improving discoverability through search engines.

• Creating a foundation for repurposing into short-form content.

The Limitless Opportunities Online

Content marketing offers countless ways to enhance your business, including:

• New Communities: Reach audiences beyond your local area.

• Exclusive Offerings: Create online subscriptions, virtual classes, or downloadable resources.

• Global Reach: Expand your impact and customer base.

• Increased Revenue Streams: Diversify how your business earns money.

  
  

Strategic Tips for ROI in Content Marketing

• Focus on Long-Form First: Build a strong foundation with blogs, videos, or podcasts.

• Repurpose Content: Extend the life of your content by adapting it to different formats.

• Use SEO Tools: Platforms like AnswerThePublic or Google Suggestions can help identify topics your audience is searching for.

• Create a Lead Magnet: Offer valuable freebies to grow your email list and deepen connections.

• Set Boundaries: Share value with a clear boundary so that your audience can engage with your business further (through paid service/offering)

Content marketing is a powerful tool that can deliver real ROI for small businesses. Whether you’re expanding your reach, building trust, or creating new revenue streams, a strategic approach ensures your efforts are worthwhile. If you’re ready to streamline your content creation process, grab my Content Marketing Master Spreadsheet for free. It’s packed with tools to organize and optimize your marketing efforts. Let’s take your business's content to the next level!

---

Hi, I'm Liz! I'm so BEYOND grateful to be serving you - wellness business leaders, creative solopreneurs and artisan crafters- in streamlining the content creation process off of your plate so that you can get back to doing more of what you love. If you're interested in learning more about what we do at Essence Presents, or your really looking to get your content creation process under control in your business, take your pick below:

• Access our FREE Resource Vault + Subscribe to The Latest Newsletter! Gain immediate access to free content marketing tools that I use every day for my clients + stay in the know on all things happening at Essence through monthly roundups of our latest shoots, blogs, shop additions, + be the first to receive exclusive offers for up-leveling your business's digital presence.

SUBSCRIBE TO MONTHLY NEWSLETTER

• Join my private, free Facebook group, Seasons & Sessions! Created to provide you support in connecting to your authentic root, the origins of your business, and the journey of being an entrepreneur- the ebbs and flows that create our evolutionary experience. As someone who values health, wellness and spirituality, Seasons & Sessions stands for the fusion of my two loves; photography & seasonal wellness (the study of cyclical nature, seasonal harmony and astrology). What you can expect:

  • Monthly videos on the upcoming month/ micro-season: what it naturally brings and how to implement seasonal flow into your daily routine and business

  • Exclusive season-themed photography mini-sessions

  • Opportunity to connect and network with other entrepreneurs, creatives and small businesses

  • Discounts on service offerings, and being the first-to-know about all Essence offerings

SEASONS & SESSIONS FACEBOOK GROUP