In one of the many Facebook groups I am part of, a discussion arose whether content marketing for small business, in this day and age, is even feasible. Perfection is filling up our Instagram feeds and big brands spending millions on content creation. Can the mom and pop store around the corner still compete and live up to the standards of today’s content creation landscape?
I started my business with the belief that it’s precisely the micro brands that benefit from having good content creation. Content marketing for small business is possible, but it requires knowing the heart of the brand and a load of creativity.
We can all agree that the content you create should deliver value, but what I mean here by value is the sense of purpose. A micro brand can’t compete with the big budget of a big brand, but it doesn’t have to. It has something much more valuable, a brand with a purpose.
Small businesses owners often start their business with an idealistic thought that becomes a purpose, their VALUE. Content marketing for small business should center around their value.
Teaching your customer what you stand for, gives a more holistic approach to your sales strategy. It educates them beyond the usage of your product. It helps move a micro brand from just a product or service to a “lifestyle”.
Smart Content Marketing
I’m not saying that you will conquer the world with value, but having your brand value drive your content is the first step in creating a smart content marketing strategy. Quality over quantity!
Instead of thinking that you need to create videos, images, blog posts. Be on Facebook, Snapchat, Instagram, LinkedIn, or any of the gazillion platforms out there, you just consider the tools that show your values in its best lights.
While Dove might benefit from creating docu-videos, shot in 5K, you just need a 30-second stop-motion video highlighting the ingredients of your natural soap. Yours doesn’t need to be distributed across 5 platforms but maybe just two platforms.
Content Marketing and Profit Synergy
Your business needs to generate profit in order to be sustainable. If your (content) marketing costs are out of proportion in relation to your profit, then your efforts are yielding no results.
That’s why you should always stick to your core, your values, instead of always looking at the competition to dictate what your efforts should be. Content marketing for small business should be about creating content effectively and efficiently.
Create content that you can re-purpose and that you have certainty that it will create results—whether it is brand awareness or sales.
I truly believe that when people say that content marketing for small business is not realistic, that they’re forgetting what the actual purpose of content is and not looking at it from a holistic perspective.