Big Biz Content Strategy for Small Companies

Most major brands have a strategy to reach and engage their customers—often on lots of platforms, including magazines and billboards, social media and TV, and even right into your own inbox with a customized offer and content. All that takes time, talent and money to make it happen—but small businesses can watch what big companies do and adapt tactics for their own resources.

There are several elements that make a good branding campaign stand out—the best ones are authentic and focused, and don’t sound like they were just spit out from an AI content generator.

Your content will answer this question: Why is your company a unique fit in this market?

How Small Businesses Can Adapt

The first action to take is to assess your goals and focus your content to make it count. What can you offer unique views on? What story are you best equipped to tell?

Also, you know your customer even better than they know themselves. Where are they finding their information? What engages them? That’s where you want to be to tell your authentic story and make your first impression count. That said, the magic formula is seven — it’s said that someone needs to see your message at least seven times before they fully absorb it. Think about ways to do this without being annoying or aggressive.

Use Available Tools

There are some things you might be able to take on in-house, such as taking photos, introducing new team members, collecting customer testimonials and reaching out to new and prospective customers. But you’ll want to rely on the pros for work that’s not in your sweet spot — video, tech, longform writing and communications strategy, for example.  

Here are some tools that can help small businesses:

·      Canva to create graphic design elements

·      LinkedIn to find freelance professionals within your budget

·      TinyLetter, MailChimp or Constant Contact for newsletters

·      Hootsuite or MeetEdgar for social media planning

·      BuzzSumo for analytics on SEO efforts and your (and your competitors’) campaigns

·      Iconosquare for social media metrics

You don’t have to be big to make a good impression — authenticity and having a great business are a huge first step.