Why Small Businesses Can Take Up the Content Marketing Opportunity

The Content marketing opportunity is here. It is going to be an inherently strong marketing trend in the 2016 and beyond. Production of quality content, distribution and return on investment are aspects many small businesses and startups struggle with. This does lead to disenchantment and  the question, if all small businesses should join the bandwagon. Often struggling with low budgets and resource gaps, should they allocate resources to create a fancy corporate blog or write publications worthy of op-eds? The short answer is YES and let me explain why.

Want to succeed with Content Marketing?

Discover how to use digital marketing to drive sales


Why Small Businesses Can Take Up The Content Marketing Opportunity and be successful brandanew

The Rationale Behind Taking Up the Content Marketing Opportunity 

1 – The Content Marketing opportunity provides a level playing field

The most important point to consider here is that the focus is on quality. A bigger organization cannot overtake you simply by spending more money than you. The key here is the quality of the content and that depends on the talent and creativity you bring in. You do not have to come up with dozens of articles every day. You just need to know how to create epic content that makes people believe that you are an expert in the field and convert your community into loyal clients. See what social media expert, Ken Herron told us during an interview earlier this year-

Timing is a significant component of the impact of content marketing. Small brands are, by definition, able to move from idea to publishing in real-time

2- Content marketing is not perceived as interruptive advertising

One of the biggest problems with traditional advertising is that people are overwhelmed by them. With latest DVRs and online viewing fast forwarding advertisements is easy. The claims made through them are always taken with a pinch of salt even if you are stating facts. Overdose of traditional promotions have made them ineffective. Content marketing on the other hand comes across as something natural and builds trust with the audience.

3- The Content Marketing opportunity is for the long term


Community building and iconic brands are not built overnight. Content Marketing is a similar journey. It requires patience and perseverance. However the benefits in the long run are high. A traditional advertisement has short term impact. You have to pay each time you publish or air an advert in the media. But once you build up good evergreen content all over the web, it can create traction and attract new consumers for years. 

4- Content Marketing is still cheaper than traditional media advertising


Print and TV ads are expensive. Especially if you also hire a celebrity endorser giving you sleepless nights before you are over the costs. Roping in good writers and publishing some sponsored posts is a far more affordable process. It is easy even for new businesses that are low on budget and want the maximum bang for their buck.




Three Quick Ways To Create Success With The Content Marketing Opportunity



1- Hire Guest Writers With Existing Relationships For External Content Posts


Many writers have existing relationships with various media sites and platforms. Hiring them to create native content for your products is a good way to reach a new audience. You can alternately work with bloggers in your field to build substantial and high quality relevant links back to your sites.

2- Create a documented content marketing plan with an expert’s help. You can alternately also attend trainings & workshops before you begin.


Here are key reasons why you need to hire an expert for your content marketing plan. Companies with documented content marketing strategies tend to be more successful. So, don’t wish away this planning aspect. It is critical for your content marketing success. If you want to be working on DIY plans, always start with some base information. You do not have to reinvent the wheel. Check these content marketing & blogging courses.

3- Know your consumer. Answer the FAQs


To be able to have content with the maximum impact, you need to know what your consumers are searching for. Create an information bed for all your consumer FAQs and invest time in answering these! Content needs to add value, or it is just writing for the sake of writing.


How to use digital marketing to generate sales

Entrepreneurs and small businesses all over the world are realizing the content marketing opportunity, especially as online search has become central to the consumer purchase behavior. So, you do not really have an option but to join in. If you do not do it, you will just fall behind in the race. Not having a viable content base will affect you image in an adverse manner. What are you waiting for?

Enakshi Sharma

Digital Storyteller at Brandanew
Enakshi is a storyteller, curator (India Art Fair, 2015), anchor (May Queen, 2015), research associate (Centre for Civil Society, India), a travel writer and a blogger. She's a Digital Storyteller for Brandanew.