Content Marketing for small businesses

content marketing for small businesses by enovate marketing


What it is and why it is important for your business.

After attending a couple of events about the latest trends in CONTENT MARKETING over the past two weeks, I thought that I would share the key insights and takeaways that I got from attending, as well as sharing my own vision on how important it is for small businesses.

For those who are unfamiliar about this term,

"Content marketing is a strategic marketing tactic that consists of creating and distributing valuable and relevant content, in a consistent basis with the objective to attract and acquire a clearly defined audience"

For small businesses, attracting a loyal clientele and developing long-term relationships with them is becoming more complex than ever.

With a myriad of powerful digital platforms at the consumer’s fingertips, they are becoming savvier buyers, researchers, publishers, reviewers, influencers and ultimately experts on any type of product or service.

For any business owner, it is important to understand how powerful content marketing can be and what influences buyers today in their ‘buying decision-making process’.

Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less (1). 

Currently, about 60% of baby boomers still rely on friends and family members recommendations to help them decide on their purchases. On the other hand, 50% of young adults or millennials say they prefer product reviews from people they don’t know when trying to decide on what to buy.

In an age where customers are saturated with ads, content marketing has the ability to cut through the 'advertising noise' and connect at a personal level with potential customers.

Content created in various ways, such as blog posts, website copy, e-books, videos, podcasts or case studies is also perceived as a more natural and disinterested way of sharing insights and valuable information that actually has relevance to the person consuming that piece of information.

Because of all these reasons, small businesses are realising the need to increase the creation of relevant and valuable content that will have the likelihood to be freely shared, downloaded, bookmarked and passed along to others in an organic way, ultimately leading to an increased engagement and buying from a larger audience.

A key step in starting the journey of content creation is having a strategic plan and ensuring that it is implemented to ensure success and to have a benchmark to later on check results against.  

A strategic plan does not have to be a long and complicated formula or document. In the small business arena, where resources are often limited, a good approach is to keep things simple and start with a one-page concise strategy.

Here you can download a one-page content strategy template for small businesses and content marketing checklist to get you started.

These content marketing templates will help you:

1.    Establish your content marketing strategy

2.   Gain stronger buy-in quicker from clients

3.   Keep content strategically aligned to your business objectives

Lastly and as promised in my introduction, here are the key takeaways for business owners to consider.


  • Develop a content marketing strategy. Organisations with a documented content marketing strategy are more sucessful than those without one.

  • Create SEO rich content.

  • Key aspects of your content: create quality content, have consistency in the creation and delivery, create original and engaging content.

  • Create content for your business brand that will become long-term valuable assets.

In my next post, I will talk about blogging, a crucial channel to distribute your content; why it is a powerful tool to share content with those who matter to your business, easy ways to get started, 30 blog post ideas for your blog and a downloadable blog editorial calendar template.

I hope you find this information useful and please feel free to share your feedback and comments. 


(1) source: Demand metrics