SEO and content marketing can be tough for small businesses.
Creating content that answers the frequently asked questions in your industry may not be too difficult, but getting it found in search engines is not so easy if you are a small local player.
Even if you could rank a piece of content nationally, would it turn into business?
Could you handle the influx of leads if it did?
The digital marketing channels and tactics you use are a strategic decision — and in many cases, traditional content marketing is not the best choice for small local businesses.
This is a different story for SaaS (software as a service) companies and the like, which can easily scale users and deliver their product on a national or international basis.
But for the small local guys, traditional content marketing can lead to a lot of head-scratching and wasted effort.
The SEO power of portfolios
This is not to say that content marketing is completely useless for small and local businesses — rather, that there is a strategic decision to make regarding the kind of content you create and how you promote it.
And often, the key to smart local content marketing efforts is simply in the work that you do for your customers.
This is the content that really demonstrates what you do, where you do it and who you do it for, which is the information that really matters.
Of course, “portfolio” is kind of a catch-all term — we are just as interested in case studies, reviews and testimonials as fair game for small business content marketing efforts, and often a single piece of content may contain one or more of these elements.
- portfolio entries;
- case studies;
- reviews; and
This kind of content has two main benefits:
1. Topical scope
Creating portfolio content provides very specific examples of your work. In the case of a painting and decorating company, it could be a certain kind of property in a very specific location: painting and decorating a Victorian house in Boldmere, Sutton Coldfield.
This can zoom into a hyper-specific activity or location or zoom out to be more general.
This broad or specific approach can apply to the job and the location in which you operate, creating the opportunity for smart local content, which so, so important for local businesses.
Take the following examples of portfolio pieces (Note: I am in Birmingham, UK, so examples reflect my own location and areas):
- Renovation of skirting boards in a Victorian house in Boldmere, Sutton Coldfield, Birmingham
- Repair of ceilings in 1970s semi-detached house in Walmley, Sutton Coldfield, Birmingham
- Complete rewiring and electrical refit of a five-bedroom, three-story Victorian house in Boldmere, Sutton Coldfield, Birmingham
- New heating system, radiators and pipework in five-bedroom, three-story Victorian house in Boldmere, Sutton Coldfield, Birmingham
- Rebuilding chimney on 1970s semi-detached house in Mere Green, Four Oaks, Birmingham
- Repointing of chimney on Edwardian property in Four Oaks, Sutton Coldfield, Birmingham
- Roof repairs to eliminate damp issues on terraced house in Wylde Green, Sutton Coldfield, Birmingham
These content pieces improve the scope of search terms you can rank for by detailing very specific jobs within your overall business category and focusing on other key details.
r and mobile- (and voice-) driven search landscape, consumers are searching in more detail than before.