Content marketing can make all the difference for small businesses in 2021.

Content marketing is still as important for businesses, now in 2021, as it was in 2014 when we moved our agency from Gibraltar to the UK. We still focus on content marketing for small businesses. Every small business has an opportunity to take part in the social media revolution. You have an opportunity to become a part of the bigger conversation. 

The Opportunity For Small Businesses On Social Media

Too many companies still spend too much time trying to build a business without looking at the fundamentals. The fundamentals of any great company are its core customer base. You have the opportunity to build an entire community of people that love your products, love who you are and that love what you do. For us, it all starts with your content. 

The small businesses that really thrive on social media are those that create engaging authentic content. They’re the ones that really engage with their community. They’re the ones that increase the conversations they’re having online with their customers. Ultimately they share who they are and what they do. They open themselves up to their community. 

We believe that every small business should take advantage of social media. Even today it  still provides one of the biggest opportunities in business. Digital marketing, pretty much like any other marketing, comes down to principles. 

One of the key things that we see way too many small businesses, solopreneurs, entrepreneurs and even some big brands fall into is they focus on the shiny new tool or the shiny new system. And what a lot of people don’t realise is that the basics, the fundamentals, the core principles, are what really count. 

The Problem With Shiny Object Syndrome For Small Businesses. 

Lots of people were talking about TikTok, now it’s Clubhouse, this will never end. There will always be some new platform, some new technology, that will allow you to interact and engage with people in a different environment. 

If you look at any of the successful people who jumped onto TikTok very quickly, 95% of them had existing audiences, and they brought those audiences with them. That’s a key element that most people don’t realise. When Gary Vee goes from having millions of followers on Facebook, Twitter and then starts on TikTok, he’s not starting a TikTok from scratch. He has an engaged, core audience, who are ready to follow him. 

What most people miss is the opportunity to actually build that initial key core audience. Those people that are real diehard fans and that believe in who you are and what you do as a business. Trying to build a brand new audience from scratch, everywhere, is exhausting and very hard!

Something I talk about a lot with small business owners is the simple fact, “it’s far cheaper to keep an existing client and to earn more money from them than it is to acquire a new client”

And the same is true with your online audience. You need to grow that audience and you need to keep them engaged. You need to constantly be building that core community that can help you to build your business. 

There are a ton of companies out there that are doing digital marketing, and especially social media and content really well. The thing is, you’ve got to look around, and you’ve got to try and realise what it is they’re doing and how it is that they’re doing it. 

How To Kickstart Your Content Marketing Efforts Today

Start by talking to your customers and listening to their problems and pains. 

What are they talking about? Where do they hangout online? How do they look for help? Who are they turning to?

Once you understand these basics, then you can engage with them. You can create content that speaks to them. Pick one channel (ideally where your ideal customer hangout), and get into the habit of creating content FOR THEM

Once a week, or twice a week; when you are starting it’s all about consistency and listening. If you don’t think you can keep up posting multiple times a day, then don’t start. It’s better to show up twice a week, consistently, for a year, than to come in and out sporadically. 

The quicker that you can produce and post 100 pieces of content, the quicker you will know what your audience responds to and what you feel comfortable producing. On that channel you can always experiment with the type of content be it with blogs, video, graphics, photos etc – but when you’re starting out, focus on one channel. 

To help you get started with your content marketing efforts, why not book a 100% FREE consultation with our team, and find out what you should be doing.


Chris Bruno
Chris Bruno

Chris, founder and CEO of Social INK, has devised and consulted on more digital marketing and social media marketing campaigns than you can shake a stick at. He’s also got a bit of a thing for online advertising and social media advertising.