There are other ways to keep production consistent, like repurposing content into different formats and leveraging automation for publishing, distribution, approvals, and analytics. The best way to accomplish this is with a dynamic content calendar and workflows. However, you do want to set a content frequency goal for monthly production. SMBs also don’t have an obligation to crank out as much content as the Goliaths. Production of content comes down to planning and executing based on the resources you have. Can a Lean Team Produce Enough Content?Ĭorporations have large content teams, so it would seem they have production in the bag. Strategy and planning will offer more opportunities than dollars. Sure, more money buys a lot of exposure, but that doesn’t always translate to revenue. Money isn’t what makes content marketing successful. If you have technology and strategy in place, you can compete with anyone!
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You can put money to use in more tactical ways, such as automation technology to eliminate manual tasks.Ī documented content marketing strategy is the most critical aspect of delivering effective content marketing that doesn’t depend on a large spend. The good news is that content marketing doesn’t need a six- or seven-figure budget to drive results. They can have a larger content marketing team, pay them well, offer lots of resources, and invest further in various initiatives. Let’s face it, the giants in your industry have a budget that dwarfs yours. The pressure for immediate returns isn’t on a countdown to the next earnings report. They are also more active in the brand’s development. Executives are much more open to building a brand based on high-quality content.
SMBs are more dynamic and tend to have a flatter hierarchy. Content marketing is capable of this, but it’s a long-term strategy. Thus, the expectation is that every aspect of marketing needs to generate revenue. The battle with conflicting opinions and priorities keeps content teams feeling defeated.Īdditionally, public companies playing the role of Goliath in this scenario always have to focus on the stock price. In larger companies, there are so many layers of leadership. This is an area where SMBs’ content marketing efforts have the advantage. They can focus on producing relevant, engaging content consistently.
Once executives are all-in on content marketing, your team no longer must prove its worth every day. Nothing gets buy-in like facts that prove the value of content marketing. Per dollar, content marketing produces three times more leads than other tactics.70 percent of people would rather learn about a company from a blog than from traditional advertising.Website conversions are six times higher for content adopters.If you don’t have these to share yet, offer these content marketing ROI facts: These can reveal how content contributes to conversions and sales.Įxecutives need to understand that investing in content marketing leads to more conversions and more sales. You can get stakeholders on board to invest in content production by referring to your content analytics. When that occurs, you can build a culture where content is an asset and revenue generator, not a cost center. Start with Top-Down Commitmentįor your business to succeed at content marketing, it needs top-down support. Let’s explore how an SMB can win in the content marketing game and level the playing field. While you can’t compete in dollars, there are other areas where you have the advantage, specifically in being agile and flexible.
Goliath, but remember who one that one! While there are big differences in content marketing budget and resources, you can close that gap with the right strategy and tools. SMBs’ content marketing game may seem to be at a disadvantage when compared to larger enterprises.
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