Content marketing has been a buzzword for a while now, with countless large, international brands enthusiastically jumping on the bandwagon and making the concept work for them. When one thinks of the incredible success that many of these brands have had, whether it be thanks to the exorbitant budget that went into the creation and distribution of the content, or the quality and creativity of the content itself, it leaves many small business owners wondering whether there is truly a place for them within the digital marketing world. And, if there is indeed, how much of an impact can a small business really make with its content marketing efforts when attempting to compete with the big wigs? We investigate below.
Obviously, small businesses will not have the same budget or the same man-power as larger enterprises. This means that the overall paid marketing potential of the content, as well as the amount of content which the business is able to produce, will be much less than that of a big corporation. However, if the quality of the content is outstanding, if it solves a problem, sparks interest, strategically veers away from the norm in some way or another, or provides essential information of some kind – and, of course, if it has been created with the company’s target audience in mind – the response that it gets is likely to be massive regardless of the other circumstances surrounding it.
For small businesses, gimmicks, large PPC spends and a gargantuan content output is simply not the answer. The secret to making content marketing work for you is to ensure that you are creating something different – something of value. Ultimately, if the content which you are producing is not only satisfying the needs of your customers, as well as the needs of your potential customers, but it is also going the extra mile in order to ensure that the people who are exposed to it are fully engaged and invested (which, in turn, is likely to lead to sharing, thus extending your reach and increasing your following), there really isn’t any reason why it can’t make as big an impact as the content which is produced by larger businesses within the same industry.
When it comes to content marketing, your success is not determined by your budget, the amount of content that you are able to produce, or the current recognisability of your brand. It is determined by your ability to dare to veer away from the ‘norm’, without forgetting about the needs and expectations of your customers in the process. Regardless of the size of your business, content marketing is what you make of it. It’s as simple as that.
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