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Small Business Marketing
Marketing Strategy
Content Strategy
Content Creation
Marketing ROI
ARTICLE #93
Table of contents
Effective content marketing strategies for small businesses
Small Business Marketing
Marketing Strategy
Content Strategy
Content Creation
Marketing ROI
Small Business Marketing
Marketing Strategy
Content Strategy
Content Creation
Marketing ROI
Written by:
5 min read
Updated on: August 21, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Sometimes small businesses feel overshadowed by bigger competitors flexing towering budgets and flashy ad campaigns. But you don’t need a fortune to stand out to increase your brand familiarity. According to the State of Marketing report, 82% of marketers actively invest in content marketing—and that’s no shocker: a well-planned strategy can produce three times as many leads at 62% lower cost than traditional approaches.
Below are a few practical ideas to help you forge stronger connections, spread the word about your brand, and see tangible results—without shredding your budget or your sanity.
Sometimes small businesses feel overshadowed by bigger competitors flexing towering budgets and flashy ad campaigns. But you don’t need a fortune to stand out to increase your brand familiarity. According to the State of Marketing report, 82% of marketers actively invest in content marketing—and that’s no shocker: a well-planned strategy can produce three times as many leads at 62% lower cost than traditional approaches.
Below are a few practical ideas to help you forge stronger connections, spread the word about your brand, and see tangible results—without shredding your budget or your sanity.
1. Define your goal
1. Define your goal
Before typing that blog post or pressing “record” on your next video, it’s smart to pinpoint exactly what you’re aiming for. Is it for brand awareness, to ramp up website traffic, or to bring in more leads? Deciding which objective takes priority will guide your entire content plan.
If you’re looking for something more concrete, set a SMART framework—like a 50% jump in web traffic over three months, or a goal to double your email subscriber count. By knowing what success looks like, you’ll stay focused and avoid wasting time on scattered efforts.
Before typing that blog post or pressing “record” on your next video, it’s smart to pinpoint exactly what you’re aiming for. Is it for brand awareness, to ramp up website traffic, or to bring in more leads? Deciding which objective takes priority will guide your entire content plan.
If you’re looking for something more concrete, set a SMART framework—like a 50% jump in web traffic over three months, or a goal to double your email subscriber count. By knowing what success looks like, you’ll stay focused and avoid wasting time on scattered efforts.
2. Know your audience
Next, think about the folks you’re actually talking to. For small businesses, there’s no room to pour resources into content that doesn’t resonate. According to marketing surveys, 47% of marketers say audience research noticeably boosted their content’s success.
Snoop around in your data—website analytics, social media comments, direct chats. Look for the things your customers worry about, the features they love, and the formats that capture their attention. Maybe they’d rather watch quick explainer videos than read long blog posts, or perhaps they gravitate toward thought-provoking articles shared on LinkedIn. By identifying these interests and challenges, you can speak directly to what matters most to them.
Next, think about the folks you’re actually talking to. For small businesses, there’s no room to pour resources into content that doesn’t resonate. According to marketing surveys, 47% of marketers say audience research noticeably boosted their content’s success.
Snoop around in your data—website analytics, social media comments, direct chats. Look for the things your customers worry about, the features they love, and the formats that capture their attention. Maybe they’d rather watch quick explainer videos than read long blog posts, or perhaps they gravitate toward thought-provoking articles shared on LinkedIn. By identifying these interests and challenges, you can speak directly to what matters most to them.
3. Select your content channels
It’s tempting to shout your brand from every possible platform, but spreading yourself too thin can exhaust a small team fast. A little strategic focus can go a long way in boosting customer engagement.
Pick platforms based on where your audience actually hangs out—could be a blog, Twitter, YouTube, Reddit, or podcasts. Trust your instincts, too. You built your business with a certain crowd in mind, so there’s a good chance you already have a sense of where they spend their online hours. If you need more clarity, a survey company can fill in the gaps.
If your sights are set on a younger audience, here’s a nugget: 78% of Gen Z consumers discover new brands on social media. Meanwhile, 53.3% of all website traffic comes from organic searches on Google. That might mean publishing polished written content aimed at search queries. The idea is to show up where it makes the most impact instead of trying to be everywhere at once.
It’s tempting to shout your brand from every possible platform, but spreading yourself too thin can exhaust a small team fast. A little strategic focus can go a long way in boosting customer engagement.
Pick platforms based on where your audience actually hangs out—could be a blog, Twitter, YouTube, Reddit, or podcasts. Trust your instincts, too. You built your business with a certain crowd in mind, so there’s a good chance you already have a sense of where they spend their online hours. If you need more clarity, a survey company can fill in the gaps.
If your sights are set on a younger audience, here’s a nugget: 78% of Gen Z consumers discover new brands on social media. Meanwhile, 53.3% of all website traffic comes from organic searches on Google. That might mean publishing polished written content aimed at search queries. The idea is to show up where it makes the most impact instead of trying to be everywhere at once.
4. Decide on your content types
As you map out your channels, also think about the content formats that best serve your audience. Blog posts, short videos, podcasts, ebooks—each has its own flavour and appeals to different people. The important thing is to match the type of content to your goals. If you want to demonstrate expertise, a meaty ebook or whitepaper might do the trick. If you’re aiming for shareability and quick engagement, an Instagram reel or a short infographic could be a winner.
Be realistic about your resources. Check how big your team is, figure out what skills they have, and note if you need to outsource work such as video production, graphic design, or copywriting. That’s also when you’ll start mapping out your budget (more on that soon).
As you map out your channels, also think about the content formats that best serve your audience. Blog posts, short videos, podcasts, ebooks—each has its own flavour and appeals to different people. The important thing is to match the type of content to your goals. If you want to demonstrate expertise, a meaty ebook or whitepaper might do the trick. If you’re aiming for shareability and quick engagement, an Instagram reel or a short infographic could be a winner.
Be realistic about your resources. Check how big your team is, figure out what skills they have, and note if you need to outsource work such as video production, graphic design, or copywriting. That’s also when you’ll start mapping out your budget (more on that soon).
5. Create user-generated content
Small businesses often thrive on authentic connections with real people. That’s where user-generated content (UGC) steps in. It’s any content created by customers—product photos, positive reviews, quick social media videos—and it packs a punch because it comes from someone outside your team. This is the kind of honest praise that big-budget ads can struggle to replicate. Consider collaborating with a UGC creator to fill your content pipeline with genuine, relatable content.
Small businesses often thrive on authentic connections with real people. That’s where user-generated content (UGC) steps in. It’s any content created by customers—product photos, positive reviews, quick social media videos—and it packs a punch because it comes from someone outside your team. This is the kind of honest praise that big-budget ads can struggle to replicate. Consider collaborating with a UGC creator to fill your content pipeline with genuine, relatable content.
6. Optimise your content through SEO
Content and SEO go together like scones and jam. Even if you craft the most engaging article, the right folks might never see it if it’s buried on page five of Google. Optimising your pages around niche-specific keywords, structuring your headers properly, and inserting meta tags can significantly boost your online visibility.
Some marketers (46%, to be exact) credit SEO as a big contributor to content marketing success. You can optimise your service and product pages for more direct, purchase-focused keywords—plus create blog posts that show both search engines and potential customers that you’re knowledgeable in your sector.
Content and SEO go together like scones and jam. Even if you craft the most engaging article, the right folks might never see it if it’s buried on page five of Google. Optimising your pages around niche-specific keywords, structuring your headers properly, and inserting meta tags can significantly boost your online visibility.
Some marketers (46%, to be exact) credit SEO as a big contributor to content marketing success. You can optimise your service and product pages for more direct, purchase-focused keywords—plus create blog posts that show both search engines and potential customers that you’re knowledgeable in your sector.
7. Develop a content marketing calendar
Once your potential topics are set, plot them on a content calendar. Publishing spontaneously can seem exciting, but without a schedule, it’s easy to lose consistency or end up repeating similar topics. A monthly calendar that includes blog posts, social media updates, email newsletters, and so forth will keep you on track.
These calendars can be as simple or as detailed as you like. Maybe you use Google Sheets with columns for deadlines, content types, and assigned team members. Or perhaps you prefer project management tools like Asana, ClickUp, or Trello. The point is to maintain a clear overview of what’s happening and when.
Once your potential topics are set, plot them on a content calendar. Publishing spontaneously can seem exciting, but without a schedule, it’s easy to lose consistency or end up repeating similar topics. A monthly calendar that includes blog posts, social media updates, email newsletters, and so forth will keep you on track.
These calendars can be as simple or as detailed as you like. Maybe you use Google Sheets with columns for deadlines, content types, and assigned team members. Or perhaps you prefer project management tools like Asana, ClickUp, or Trello. The point is to maintain a clear overview of what’s happening and when.
8. Set a budget
Talking about budgets might feel as exciting as reorganising your sock drawer, but it’s the difference between wise spending and financial free-fall. Small businesses often have limited funds, so it’s crucial to clarify your must-haves. Maybe you’ll need SEO software like Semrush or Ahrefs, or a design app like Canva. You might also bring on a freelance writer, social media manager, or video editor to fill skill gaps. The more detailed your plan, the less likely you’ll burn money on items that don’t move your business forward.
Talking about budgets might feel as exciting as reorganising your sock drawer, but it’s the difference between wise spending and financial free-fall. Small businesses often have limited funds, so it’s crucial to clarify your must-haves. Maybe you’ll need SEO software like Semrush or Ahrefs, or a design app like Canva. You might also bring on a freelance writer, social media manager, or video editor to fill skill gaps. The more detailed your plan, the less likely you’ll burn money on items that don’t move your business forward.
9. Repurpose content for multiple channels
When you’ve spent considerable time crafting an article or video, why not squeeze more value out of it? Repurposing helps you amplify your reach. Instead of just dropping a link to your blog post on social media, try these approaches:
Infographics
Around 30% of marketers love using infographics—and for good reason. People often respond better to visuals than giant blocks of text. You can condense the main tips or stats from your article into a colourful infographic and then link back to the original piece.
Social media posts
Short, attention-grabbing social posts (Instagram carousels, tweets, LinkedIn updates) can highlight key insights from your blog. Include a snippet of data or a fun quote that sparks curiosity.
Podcast
Record yourself (or a colleague) reading your best articles out loud or chatting through the main points with added anecdotes. Upload these audio files to platforms like Stitcher or iTunes for a fresh, easily digestible format.
When you’ve spent considerable time crafting an article or video, why not squeeze more value out of it? Repurposing helps you amplify your reach. Instead of just dropping a link to your blog post on social media, try these approaches:
Infographics
Around 30% of marketers love using infographics—and for good reason. People often respond better to visuals than giant blocks of text. You can condense the main tips or stats from your article into a colourful infographic and then link back to the original piece.
Social media posts
Short, attention-grabbing social posts (Instagram carousels, tweets, LinkedIn updates) can highlight key insights from your blog. Include a snippet of data or a fun quote that sparks curiosity.
Podcast
Record yourself (or a colleague) reading your best articles out loud or chatting through the main points with added anecdotes. Upload these audio files to platforms like Stitcher or iTunes for a fresh, easily digestible format.
10. Promote your content
Even the best content can’t work its magic if nobody sees it. That’s where promotion comes in. By planning how you’ll share, boost, and differentiate your content, you can ensure your message reaches the right people.
Start an email newsletter
Email marketing offers around $42 return on every dollar spent. Sending newsletters about new products, industry updates, and exclusive deals not only encourages people to return but also builds trust over time.
Invest time in guest outreach
Guest blogging or responding to quote requests can help introduce you to a wider audience. However, a word of caution: 79% of editors say they see many guest posts that feel far too promotional. Offer genuine value instead of a sales pitch.
Paid advertising
If you have room in your budget, platforms like Google Ads or Meta Ads can provide instant, targeted traffic to your latest content. Paid Ads are often more affordable than people assume, especially if you narrow your keywords to a specific niche.
Content syndication
Republishing your work on sites like Medium can bring in fresh eyes. Just ensure your original article is indexed first so you don’t compete against yourself in search rankings.
Even the best content can’t work its magic if nobody sees it. That’s where promotion comes in. By planning how you’ll share, boost, and differentiate your content, you can ensure your message reaches the right people.
Start an email newsletter
Email marketing offers around $42 return on every dollar spent. Sending newsletters about new products, industry updates, and exclusive deals not only encourages people to return but also builds trust over time.
Invest time in guest outreach
Guest blogging or responding to quote requests can help introduce you to a wider audience. However, a word of caution: 79% of editors say they see many guest posts that feel far too promotional. Offer genuine value instead of a sales pitch.
Paid advertising
If you have room in your budget, platforms like Google Ads or Meta Ads can provide instant, targeted traffic to your latest content. Paid Ads are often more affordable than people assume, especially if you narrow your keywords to a specific niche.
Content syndication
Republishing your work on sites like Medium can bring in fresh eyes. Just ensure your original article is indexed first so you don’t compete against yourself in search rankings.
11. Track performance
Publishing new pieces every week won’t mean much if you don’t take time to review how they’re performing. Tools like Google Analytics (for websites) and YouTube Analytics (for video content) can reveal trends in views, clicks, conversions, and bounce rates. Five metrics that marketers frequently rely on to gauge success include conversions (73%), website traffic (71%), email engagement (71%), website engagement (69%), and social media analytics (65%).
If your stats look sluggish, adjust your approach—maybe you need to refresh old posts, change the channel you’re focusing on, or switch up the format. Consistency is key, but it’s also vital to be flexible enough to pivot when the data suggests a shift.
Publishing new pieces every week won’t mean much if you don’t take time to review how they’re performing. Tools like Google Analytics (for websites) and YouTube Analytics (for video content) can reveal trends in views, clicks, conversions, and bounce rates. Five metrics that marketers frequently rely on to gauge success include conversions (73%), website traffic (71%), email engagement (71%), website engagement (69%), and social media analytics (65%).
If your stats look sluggish, adjust your approach—maybe you need to refresh old posts, change the channel you’re focusing on, or switch up the format. Consistency is key, but it’s also vital to be flexible enough to pivot when the data suggests a shift.
Frequently Asked Questions
What is the formula for content marketing?
There’s no single magic formula, but it often starts with research: surveys, website demographics, industry trends—whatever helps you better understand your audience’s interests and challenges.
How do I make my content marketing profitable?
You can make your content marketing profitable by:
Understanding your audience's personas
Brand positioning
Owned media value proposition
Business goals
Action plan component
Why do small businesses need content marketing?
Content marketing helps small businesses by building awareness among people about their offerings and products. These businesses can create meaningful connections with their audience and even start generating more leads.
Final Thoughts
So, is content marketing worth a shot for small businesses? Definitely. It’s that savvy approach that helps you stand out next to bigger players without blowing your budget. By clarifying your goals, getting inside your audience’s head, and selecting channels that truly fit, you’ll start seeing real gains—ranging from a loyal fan base to boosted website traffic. Throw in some consistency, a pinch of humour, and a genuine desire to help your readers, and you’ll be well on your way to turning curious bystanders into enthusiastic customers.
Small steps can spark impressive momentum, and the impact on your bottom line might surprise you. Go ahead—roll up your sleeves, try these ideas, and watch how content marketing can add new life to your brand.
Frequently Asked Questions
What is the formula for content marketing?
There’s no single magic formula, but it often starts with research: surveys, website demographics, industry trends—whatever helps you better understand your audience’s interests and challenges.
How do I make my content marketing profitable?
You can make your content marketing profitable by:
Understanding your audience's personas
Brand positioning
Owned media value proposition
Business goals
Action plan component
Why do small businesses need content marketing?
Content marketing helps small businesses by building awareness among people about their offerings and products. These businesses can create meaningful connections with their audience and even start generating more leads.
Final Thoughts
So, is content marketing worth a shot for small businesses? Definitely. It’s that savvy approach that helps you stand out next to bigger players without blowing your budget. By clarifying your goals, getting inside your audience’s head, and selecting channels that truly fit, you’ll start seeing real gains—ranging from a loyal fan base to boosted website traffic. Throw in some consistency, a pinch of humour, and a genuine desire to help your readers, and you’ll be well on your way to turning curious bystanders into enthusiastic customers.
Small steps can spark impressive momentum, and the impact on your bottom line might surprise you. Go ahead—roll up your sleeves, try these ideas, and watch how content marketing can add new life to your brand.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
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Click to copy
Lagos, NG
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Copyright © 2024 FOR®