Should Small Businesses Worry About Content Marketing?

1st Sep 2023

In recent years, the use of content marketing as a means to boost sales and engagement has skyrocketed. For many, it is what sets their business apart from other competitors within the industry.

Using content marketing allows you to create a variety of unique and relevant content that caters towards your target audience. Yet, many businesses, the majority of which are small compared to their corporate counterparts, are still hesitant to use this life-changing tool.

You may wonder, "Why such hesitance?" but for some small business owners, the time and level of effort that is needed to consistently produce content for blogs, social posts, and even videos can be off-putting. For others, it could come down to being unsure of what value content marketing could bring to their business.

The digital landscape of the time is evolving rapidly, and the age-old marketing techniques previously relied upon are being looked over in favour of more digital alternatives. Considering that our consumer behaviour and search engine algorithms are ever-changing to fit with advancing technology, content marketing is an indispensable tool that should be utilised within any business. To understand just how crucial a content marketing strategy is for success, we must first understand what it is and how to implement it in a business.


What is Content Marketing?

In a nutshell, content marketing is the creation and distribution of engaging content in the form of blogs, newsletters, emails, and more. When utilised correctly, content marketing can help to cultivate a trustworthy relationship between your business and its customers, both new and existing.

By keeping your content fresh and up-to-date, you show that you are keeping up with the industry standards and regulations. This further allows you to show off your expertise in your chosen market. Providing your customers and target audience with what they deem as valuable content keeps your brand at the forefront of their minds, and you ultimately become what they associate with that specific product.

Why Do Small Businesses Need Content Marketing?

The size of a business does not matter, whether it is big or small; content marketing can have a positive impact on those who are eager to utilise and employ it as part of their overall marketing strategy. From driving traffic to your business to improving your brand visibility online, when using content marketing, the possibilities are endless.

Establishing Authority

The use of content marketing as a tool allows small local businesses to establish themselves as an authority figure within their community. Producing informative content can help businesses showcase their expertise within their chosen industry, providing them with the opportunity to offer effective solutions to an array of customer queries.

Additionally, once you have succeeded in establishing your business properly, and your consumers can reference your more helpful content, they'll be even more inclined to trust you, choosing your business over potential competitors.

Driving Organic Traffic

Any traffic is good, but organic search traffic is extremely valuable for any business. Organic traffic often tends to convert faster this way compared to other traffic from different channels In addition to the content marketing aspect, businesses can also implement relevant keywords in a bid to boost authority, visibility, and organic search to their websites.

Online Visibility

Visibility is the key to any business's long-term growth and success. As a small business owner, it is important to recognise and understand how crucial your search engine results are.

Content marketing works simultaneously alongside Search Engine Optimisation (SEO), as many search engines, like Google, reward content that implements E-E-A-T (Experience, Expertise, Authority, and Trustworthiness). When you are producing quality content that is rich with relevant keywords, you have the chance to resonate with your target audience, and this will subsequently improve your search engine rankings and Google Maps results as well.

Encouraging Sales

If you tailor your content to the various stages of a consumer's journey (Awareness, Interest, Desire, Action), you can encourage leads and, ultimately, convert those leads into purchases. Customer success stories, reviews, and even price comparisons are the type of content that you should be utilising to boost sales for your business.

How to Implement Content Marketing

Now that we know why content marketing is important, we can explore how to implement it into your current marketing strategy. We have outlined various methods to transition your business into one that utilises content marketing effectively.

Building an Audience

Understanding what your target audience wants is the first step you need to take in order to build up your customer base. For local business owners and their employees, it is essential to identify any preferences, pain points, interests, and digital whereabouts of their audience. This will allow you to create relevant content with a high chance of resonating with your target audience while boosting your engagement, traffic, and conversions.

Developing a Plan

Consistency is key, which is why establishing an in-depth plan is essential when it comes to implementing a content strategy into your business. Whether it is a content calendar, a spreadsheet, or just an outline of the different variations of content that you plan on publishing, as long as it has the information you need, it can become a valuable asset.

Creating Content

Whilst the world of content marketing may be labelled as oversaturated by some, it is still vital for businesses to share their message wherever possible.

The key to differentiating your business from its competitors is qualified advice, experiences, and even opinions. Each piece of content you produce needs to include what makes your business unique; it isn't enough to simply create generic content - it needs to be your content.

Diversify Formats

Whether it be blog posts, podcasts, or videos, everyone consumes content differently. Catering your content towards a broader audience allows you to keep your consumer base engaged and interested in what your business has to offer them.

Utilise Social Media Platforms

In today's society, social media is a powerful tool, especially regarding content distribution and engagement. Whilst a large following can be hard to build up when you first start, on a local scale, small businesses must identify, follow, and support similar companies and organisations. This will aid you in boosting your brand visibility and credibility.

This will also allow you to identify content gaps in your competitors content strategies and fill that void showing your expertise. Social media is all about building up an online community. By engaging with your followers, sharing interesting content, and even running contests and promotions, you can foster a loyal consumer base.

Monitoring Performance

The last step, yet arguably the most important, of a content marketing strategy is performance marketing, as it allows for continuous improvements to be made to your content. As a business owner, tracking Key Targeting Indicators (KPIs) such as organic and paid website traffic, conversion rates, social media engagement, and feedback is essential. This data can give business owners insight into what content their target audience is engaging with and what needs improving upon.


In conclusion, a content marketing strategy is something that all small business owners should utilise in today's competitive digital landscape as it allows you to communicate with potential customers and show off your expertise in the area. When you focus on creating engaging content that is both valuable and relevant, you are actively boosting your business and its visibility across a larger audience platform.

Although implementing this strategy into your business requires a clear understanding of what it entails and a willingness to adapt, as a small business owner, if you are eager to stay one step ahead of the competition, it is important to embrace content marketing and use it to secure yourself a strong foothold into your chosen market.