3 Reasons Why Content Is No Friend To Small Business

3 Reasons Why Content Is No Friend To Small Business

Small businesses often have fewer resources than larger ones, making creating and maintaining brand loyalty among customers more difficult. This is because marketing spending is usually limited by budget, and a bigger profit margin can be made from selling a wider range of products. 

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Reasons Why Content Is No Friend To Your Small Business

Creating content relevant to and of interest to your target audience is still a critical part of any marketing plan, whether you run a big or small business. Here are the reasons why:

  • Increasing Demand

When it comes to attracting and retaining customers, creating relevant and useful content is a tried and tested method that has been shown to work.

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The demand for video content continues to grow, in line with video being the preferred form of content on sites like YouTube.com and Facebook.

Small businesses that want to build their customer base and brand recognition should therefore consider investing in video content, whether that’s an online video course or a series of short videos explaining the company’s products and services.

  • Attracting Talent

Attracting and retaining top-notch employees is critical to any business, especially one that is bootstrapped and seeking to grow organically. Having a top team that is excited about the company’s product and is committed to its success is a great way to encourage employees to give their all and ultimately boost productivity.

If your business is looking to grow, the obvious choice for you is to hire talented people who will fuel your business’s success. As a small business owner, you will naturally want to attract as many skilled professionals as possible who will appreciate and value the unique culture that you have created.

However, finding and keeping top talent can be difficult, especially if your business is growing quickly and needs additional management. An effective strategy to attract and retain talent is to provide them with exceptional content that will make them want to be a part of your business’s success.

  • Differentiate Yourself From Competitors

The best way for a business to thrive is to have something different to offer customers that their competitors don’t. By creating and distributing high-quality content that informs, inspires, and entertains, you can position yourself as a thought leader in your industry and provide customers with a differentiator that will boost your business’ growth.

If your business offers a unique product or service or has developed a distinctive niche, you have an opportunity to become a brand that customers can trust. 

Creating and distributing useful and informative content will enhance your company’s visibility and establish you as an authority in your industry. As a result, you may discover that customers are more willing to pay a little extra for what you offer.

A marketing campaign that relies on creating and distributing content can be highly effective, as long as you know what you’re doing and why you’re doing it. This type of content should always serve a clear and concise purpose, and you should consider the target audience when planning content schedules.

The line between marketing and sales has blurred. In today’s digital world, marketing and content strategies are often rolled into one. But that doesn’t mean marketing has taken a back seat. On the contrary, marketing is more important than ever for small businesses.

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The main reason why content doesn’t help generate sales is that businesses don’t produce enough of it. With companies producing content weekly, businesses often lack the content to engage with customers on a more human level.

How To Use Content To Your Advantage

If you’re a small business that sees content marketing as a valuable tool for customer engagement and wants to expand the amount of content you’re creating, check out these suggestions.

  • Define Your Brand Voice

Just because you’re a small business doesn’t mean you have to be timid about how you communicate with customers. If you want to take advantage of the opportunity to use content to establish brand awareness, start by defining your company’s brand voice. 

What does that mean, exactly? 

In simple terms, your brand voice is how you communicate with customers, whether you’re writing on a blog or using social media to engage with potential customers.

To better understand what your brand voice is, consider the following questions:

    • What problem are you trying to solve?
    • Who is your audience?
    • What does your product or service offer that is special?
    • What is the voice of your competitors?
    • What words and phrases do you want to be associated with your brand?

Your answers to these questions will form the basis of your brand voice. Consider how you want customers to feel when they think of your brand.

Create a tone of voice consistent with your brand identity and likely to be associated with your product or service. Creating a brand voice is a critical first step to using content to establish your business identity.

  • Make Regular Content

Make sure you’re creating content frequently and regularly. Having a regular schedule helps you produce content at the right time, whether you’re posting early in the morning, late at night, or on the weekend. 

Having content at the ready will also make it easier for you to post when someone decides to buy your product or service. Regular content, particularly in the form of blog posts, enables businesses to establish themselves as thought leaders in their industry.

Establishing yourself as a thought leader can be valuable both from a marketing and sales perspective. If you’ve taken the time to understand your customers’ needs and want-to-buy, you can tailor your content to appeal to those audiences. 

Doing this regularly will develop a level of trust that leads to more engagement and, ultimately, greater brand loyalty. As a business owner, it’s important to ensure you know all the channels your customers use to research your products and services. Knowing this information will help you determine which direction to take your marketing and content strategies.

  • Create Video Content

With consumers increasingly relying on video content to learn about products and services, 56% of businesses said they were creating some form of video content, whether it was a video blog, video marketing, or training videos.

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Create video content for a variety of platforms. Mobile videos attract consumers more than any other type of content because they are quick and easy to consume. Similarly, consumers love to learn via video content, so make sure you create videos with a call-to-action. The more you can encourage people to take the action you want; the more effective your video will be.

  • Use Case Studies, White Papers, And Blog Posts

Forty-four percent of businesses in the same survey said they used case studies, white papers, and blog posts to gain a competitive advantage. Make sure you have many different case studies and white papers available to prove your product’s or service’s value proposition. 

These pieces of content should be used to educate customers about the benefits of your product or service. In addition, white papers are great for raising brand awareness and developing a thought leadership persona. 

Finally, blog posts can be incredibly helpful in establishing your expertise in your industry. They provide an easy way to keep your customers up-to-date with the latest news about your product or service and can also be used to establish your expertise in your industry. Publishing blogs regularly will also encourage potential customers to come back for more.

  • Build An Audience On Social Media

Make sure you’ve plugged into the various social platforms your business has an account on. This should include:

    • Facebook
    • Twitter
    • Instagram
    • LinkedIn

These platforms can be used to establish your business’s authoritative voice, provide valuable information about your industry, and boost your business’ brand awareness.

You’ll want to establish yourself as an expert in your industry on social media. Do this by sharing content that is both valuable and informative. Moreover, you can use social media to listen to and respond to customers. 

Doing this can help you identify key areas of concern and help you find solutions to these problems. Finally, building a community of engaged fans on social media is critical for small businesses looking to grow.

If you want to use content to establish your business’s brand, you need to consider the type of content you’re using, where you’re using it, and how you’re using it.

Final Takeaway

Creating and distributing content is critical to any business’s marketing plan. However, if you are a small business doing this for the first time, it can be difficult to know where to start and what type of content will be most effective for your industry and company. The answer is not as straightforward as you’d think, and it’s definitely not as easy as just creating more of what you know works for others.

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As a business grows, so does the need to keep up with ever-increasing customer expectations, which means creating more content to feed the beast. The key to success is not to worry about what other people are doing but to find your unique voice and purpose and communicate consistently across all platforms and formats.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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