Your local small business certainly needs to grow through digital marketing and other methods including SEO, SEM, display ads, retargeting, and more. But the most commonly used method that is becoming so popularly adapted is marketing your content (i.e. content marketing). You would first have your blog/website setup on WordPress, which is a well known and free website builder or content management system for many websites in the world.
Identify the best performing content.
Can your content performance be measurable? It depends on exactly what you need to measure and how you want it to be tracked. But this can be important because you need to know if a specific piece of content is right for your target users. If it is right for them, you can create more new content based on this same topic. Your content needs to have a purpose i.e. It can be used by your blog readers to solve a specific issue.
To understand which piece of content works, the best practice is to set up at least some basic analytics such as Google Analytics. Certainly you can add other more complicated analytics tools to the mix to measure the behavior of your website visitors in more depth/details.
You can then review this data and make the required business decisions. Your possible decisions could be to produce a certain type of content because it has been doing extremely well. In a more sophisticated case, you may even decide to present your content in a different way or through a different medium i.e. text vs. podcast.
Repurpose your key content.
The same piece of content you simply have to create once. The first version goes to your blog as an article. Modify it slightly and cut it short to make it a second version for a guest post which you can have it republished on your partner’s blogs.
Repurposing of content has a second part. Your blog may have old or information of content that is out of date. From time to time, you should review your blog content, and identify those that need content update. Work out a plan to have it renewed (or upgraded to even better content).
Create a buyer journey.
Combine your content to a buyer journey that you have built into your website via your specific landing pages. After people have arrived on your landing page, you need them to interact or engage. You may have a coupon waiting for them to get but in exchange they will have to provide their contact details including email address or telephone number. In simple words, you should build this buyer journey with the end goal in mind: Make sales.