Content Marketing Blog

Websites to drive 50% growth for Australia’s 2 million micro-businesses [STUDY]

Australia’s micro-businesses are putting their faith in their websites to help them meet ambitious growth targets, according to a new study.

Research commissioned by GoDaddy, which provides domain name registration and website hosting, revealed that Aussie companies with 1 to 5 employees were predicting growth rates of up to 50 per cent over the next 3 to 5 years.

The study identified a strong correlation between growth projections and levels of digital investment. Companies that had already built a website were more bullish about their prospects, with 64 per cent expecting to grow at the top end of the scale.

“Despite the prevailing view that micro-businesses may be intimidated by digital technology, there does seem to be a paradigm shift,” said Tara Commerford, GoDaddy’s country manager for Australia. “Australian businesses are recognising the link between having a website and strong business growth.”

Of the companies with no website and no plans to build one, only 4 per cent were backing themselves to deliver strong growth figures.

These companies cited their size (35 per cent), high costs (22 per cent) and lack of technical expertise (20 per cent) as the main reasons for shying away from investing in a website.

Content marketing for micro-businesses

According to the Australian government 96 per cent of the country’s companies are classed as “micro-businesses”. That represents a huge opportunity for content marketers to help build truly effective websites that make it possible for these smaller enterprises to punch above their weight.

Creating, publishing and sharing your own content is a fantastic way to introduce more of the right people to your brand and communicate the USPs that can make micro-businesses such an appealing prospect.

The GoDaddy survey found that organic search remained the top priority for micro-businesses when it came to leveraging their online presence. However, there was also strong interest in social media and email.

A good content marketing strategy combines all three channels to get brands in front of their target markets.

A key challenge for micro-businesses is to extract the maximum bang for their buck, as budgets are likely to be limited.

This can make content marketing an appealing alternative to more traditional marketing tactics, because if you create really great content you use it over and over again.

A blog post that nails a common problem in your niche can be re-shared through your social media channels whenever it pops up in the news. A single whitepaper can keep on generating leads months after you created it if it’s properly and regularly promoted.

To really get value from content marketing, whatever size your business, you need the expertise to build a long-term plan for your content, the resources to produce that content and the technology to optimise it for search, users and conversions.

Adam Barber
Adam Barber About the author

Adam is one of Castleford's founders and remains actively involved in the day-to-day running of the business. He started out as a writer and still contributes regularly to our blog, covering SEO, CRO, social media and digital strategy.

Read more of Adam's articles