Small Business Marketing | Content Or Discontent?

Small Business Marketing | Content Or Discontent?

Creating digital content to support your small business marketing can leave you anything but content. Digital marketing is very content-hungry, and most small business owners have to focus their time on revenue-generating activities like running the company.

It’s a pretty striking disconnect: you know you need content to make your marketing successful, but you can’t really afford the time to do it. Here are some ways you can approach the problem.

Planning for Content

Planning, like content creation, is something that takes time (and, again, isn’t a direct revenue generator) and often gets put onto the back burner at smaller companies. Yet a little planning can really save you time (and money) in putting together content to support your small business marketing.Plan-Ahead-Sign-v5

The underlying concepts of content planning are messaging and integration. That is: you want to have a clear message woven through all of your content, and you want your content to play together in a tightly integrated way.

This is often done in campaigns. Each campaign has a common message, and each piece of content in the campaign, regardless of whether it’s a blog, a video, an infographic, or a set of social media posts, is designed to complement the goal(s) of the campaign.

Curating Content

One of the best ways to get ahead of the content curve is to curate content in support of your small business marketing goals. It’s also a great way to gather and organize content that supports your campaigns.

This is content written by others that you use either by itself with some comments or supporting text, or you’ll use it to support the content in your original blogs.

Use a news aggregator like Feedly ( to gather news from sources that regularly publish relevant content—the more authoritative the source, the better. Perhaps twice or three times a week review the feed, saving content of interest.

At least monthly, go back into Feedly and open the saved articles, recording for each the source, the title, the URL, and—this is important—the date the information was posted.

Using a Scheduler

Once you have a decent library of curated content, you can take advantage of scheduling features or standalone scheduling software to publish the content at times you decide that best support your small business marketing plan.

Many content management systems and development platforms allow you to schedule publication of content. For social media posts, consider something like Hootsuite (

Also, consider your buyer personas. When are your prospects most likely to be on-line? There is plenty of data that suggests posts in off-hours do well. A scheduler will really help there: you don’t want to be burning the midnight oil.

RESOURCE: A social media content calendar to help get you started

How Often Should I Post?

Current best practices say that businesses should post two or more blogs per week and social media posts daily, if not multiple times per day. That’s a lot of content.

RESOURCE: How often should companies blog?

But, but by curating quality content and using scheduling, you should be able to keep up with the demand.

A Quick Word About Quality Content

All your work on content will be for nothing if the content doesn’t resonate with your prospects. It’s important for you to know your prospects and what interests them, in order to curate (and later post) relevant content.

Prospects want information and have little tolerance for blatant salesmanship. A good rule of thumb is that four out of five of your posts should be informational and minimally branded.

RESOURCE: Writing versus advertising

Take the time to proofread your content. Use good, high quality images.

Last, but not least, if, like many small businesses, you simply don’t have the time to keep up with the demands of content to support your small business marketing, reach out to one of the many agencies that offer content development and copywriting.

Like Bent Oak, where We Know Small Business™.