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Content Marketing for Businesses: Size Matters

Mom & pop stores and national brands, alike, can benefit from setting goals and creating customized content marketing strategies to help achieve them. Some of these goals and strategies may be very similar. For instance, brands of all sizes may want to get found on search engines, establish their voice and presence online, and increase their business.

It’s how they achieve these goals—namely, connecting with their consumers and proving their value—that sets small businesses and big brands apart. Because of this, it’s important to consider your business size and reach before developing a content marketing strategy for your brand. Here are some of the ways content marketing (and many other forms of Internet marketing) differ by business size.

Strategy 1: Connecting with Your Consumers

Small Businesses: Creating Personal Connections with Consumers

As a small business owner, you likely live, work, and play in the same community as your consumers. Due to your proximity, consumers expect your brand to know them well, to develop a personal connection with them, and to cater to their specific needs and values. Your content marketing strategy should be more focused—centered around your typical consumer and their everyday life. Your content should read as if you’re speaking directly to this person, as if they were your friend or neighbor (and they very well may be!).

Big Brands: Appealing to a Wider Audience

Big businesses are tasked with appealing to a wider audience. Your consumers may live in many different geographical locations, may lead vastly different lifestyles, and may value your product/service for any number of reasons. While consumers shopping at your business may not expect the degree of familiarity they’d get from a small business, it doesn’t mean you can be disconnected from their needs and values. Instead, you may have to diversify your marketing strategies, studying your consumers’ habits and writing for multiple different personas.

Strategy 2: Proving Your Value

Small Businesses: Immersing Yourself in Your Community

Consumers who shop at small businesses aren’t going to buy your product or service just because you’re offering something they need. Instead, they’re going to buy who you are as a brand and why you deserve their business. To prove this, your content marketing strategy (and everyday business operations) should be focused on immersing yourself in your community. Consumers value connection and being understood, so it’s up to you to prove that you, too, hold those same values when it comes to your consumers.

Big Brands: Focusing on What Sets You Apart from the Rest

Big brands—especially those with no physical locations—have to take a different approach when it comes to proving value. Because of your size and reach, you have a lot more competition than the average mom & pop store. And your consumers may have different values than the loyal small business shoppers. These values may include convenience, quality, and cost. To appeal to these consumers, focus your strategies on what you offer that sets you apart from the rest and proving why you deserve someone’s business.


Kaitlin Willow Content Specialist
About the Author

Kaitlin Willow is a Content Specialist at OMNI Online Solutions. She uses personalized marketing and SEO strategies to write informative and engaging website content and blogs for each client.

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