Small businesses in the natural resources industry often face a unique set of challenges when it comes to marketing. Their products and services are often highly specialized and may require a significant amount of education for potential customers to understand their value. In addition, the industry is highly regulated and faces a lot of scrutiny from environmental organizations. This can make it difficult to build trust with customers. However, one strategy that can help small businesses in the natural resources industry overcome these challenges is content marketing.
Content marketing is the practice of creating valuable and informative content that is designed to attract and engage a target audience. This content can take many forms, including blog posts, videos, infographics, and social media posts. The goal of content marketing is to build trust and credibility with potential customers by providing them with useful information that helps them solve problems or make informed decisions.
Let’s take a look at some of the benefits to using content marketing:
1. Education
As afore mentioned, many products and services in the natural resources industry require a significant amount of education for potential customers to understand their value. By creating educational content that explains the benefits of these products and services, small businesses can help potential customers understand why they are worth investing in.
If you run a small business in the extractive industry, such as a mining company, you could create a blog post, infographic or video that explains the benefits of sustainable mining practices. For example, you could discuss how sustainable mining practices reduce environmental impacts and promote responsible resource use.
By educating potential customers about the benefits of your sustainable practices, you can help them understand why they should choose your business over others.
2. Building trust
Trust is essential in any industry, but it is especially important in the natural resources industry. By providing valuable and informative content, small businesses can build trust with potential customers, demonstrating that they are experts in their field and that they care about the environment and the impact their products and services have on it.
If you run a small business that provides responsible mineral sourcing services, you could create a blog post or social media posts that showcases your expertise in the field. You could write about the benefits of responsible mineral sources, or provide examples of how your business ensures the ethical sourcing of minerals. By demonstrating your knowledge and commitment to responsible sourcing practices, you can build trust with potential customers and establish yourself as a reputable business in the industry.
3. Differentiation
The natural resources industry can be highly competitive, and it can be challenging for small businesses to stand out from the crowd. By creating unique and informative content that showcases their expertise and the benefits of their products and services, small businesses can differentiate themselves from their competitors and establish themselves as thought leaders in the industry.
If, for example, your business provides sustainable forestry services, you could create an explainer video demonstrating the benefits of sustainable forestry practices versus traditional forestry practices, highlighting the environmental and social benefits of using your services.
Your unique, engaging and informative content will help you differentiate yourself from competitors and demonstrate why your services are superior.
4. Search Engine Optimization (“SEO”)
Search engine optimization (SEO) is the practice of optimizing your website and content to rank higher in search engine results pages (SERPs). By creating high-quality content that is optimized for search engines, small businesses in the natural resources industry can improve their search engine rankings and drive more organic traffic to their website.
If you run a small business that provides environmental consulting services to the extractive industry, you could create a landing page or blog post that targets specific keywords related to your services. Your page could target keywords like “sustainable mining practices” or “environmental impact assessment.” By optimising your content for search engines, you can improve your rankings in search results and attract more organic traffic to your website.
5. Cost-effective
Compared to traditional marketing methods like print ads and billboards, content marketing is relatively inexpensive and scalable. Small businesses can create and distribute their content through a variety of channels, including social media, email newsletters, and their website, without breaking the bank.
If your small business provides renewable energy solutions for the extractive industry, you could create a series of email newsletters or social media posts that provide updates on the latest trends and developments in the renewable energy industry.
By distributing your content through low-cost channels like email and social media, you can reach a wider audience without spending a lot of money on advertising.
Overall, content marketing is a powerful strategy for small businesses in the natural resources industry. By creating informative and educational content that builds trust and establishes thought leadership, small businesses can differentiate themselves from their competitors and attract more customers. With the right strategy and execution, content marketing can be an effective way for small businesses in the natural resources industry to achieve their marketing goals and grow their business.
