You, the small business owner, are a professional at using content as a means to attract customers and build word of mouth.

So why does the phrase “content marketing” intimidate you?

Never fear, says Lisa Barone, co-founder and chief branding officer at Outspoken Media. Barone believes so strongly in leveraging content marketing as a lead generation strategy that she is willing to share 20 strategies with you.

Perhaps you can implement a few to improve your bottom line in 2012. They are:

• Create a free course on a topic related to your business and invite people in your neighborhood to attend. For example, if you’re a caterer, maybe it’s how to host the perfect dinner party. Promote the event using both local print and online resources.

• Send out a direct mailing thanking your customers for their patronage in 2011 and sharing what you hope to bring them in 2012. Make sure you’re top of mind as the new year hits.

• Compile your 20 best/most trafficked/most commented on blog posts into an e-book and offer them as a free download.

• Participate in industry-specific question-and-answer sites and help solve others’ problems.

Don’t promote your business but do include a link to your website in your profile so people can find it on their own should they be interested.

• Dedicate 30 minutes a week to commenting on relevant blogs to build relationships, get your name out there and create authority.

• Create a buying guide related to your industry.

If you sell a product, focus on the different specs, installation, uses, etc. If you offer a service, focus on the best questions to ask when evaluating a vendor, the different types of services, etc.

* Start an industry-specific Twitter chat. Invite guests to co-host with you.

• Put together an informative blog series (maybe three posts long) to show expertise in a particular area, then bundle the posts together and turn them into an e-book.

• Create a video interview series where you chat with influential people in your industry or community and post the videos on your website.

• Start an email newsletter.

• Be a guest on a podcast.

• Get other local business owners together and hold a workshop on a hot issue in your industry. Or, get together with other business owners in different industries and talk about how you’ve used the Internet/Facebook/Twitter to increase business.

• Write guest posts for other blogs in your industry.

• Review products, services or books you like.

• Write case studies for your website. Promote them.

• Create a tool to help your community. If you’re a social media consultant, maybe it’s a list of Twitter conversation starters for people not sure how to jump in.

• Write a white paper detailing a specific issue affecting your industry, what it means and your take on it. Get other experts to share their opinions as well. Include them in the white paper.

• Speak at your local Chamber of Commerce, utilize a PowerPoint presentation, and then post it on your website.

• Start a video grab bag series where you answer common questions on YouTube and post the videos on your blog.

Needless to say, there’s got to be a thing or two here for you. Good luck moving forward!

Contact Ted M. Natt Jr. at tnatt@thepilot.com.