COMMENTS
I think the #1 reason we are seeing more buy-in from small businesses is that they see this as an effective way to go "toe to toe" with large competitors -- it is cheaper, more effective and more measurable than traditional outbound marketing tactics.
I think that the smaller businesses can put out the content more rapidly because there's less channels everything has to go through for approval, for one.
Second, I think that small businesses understand that it's easier to target niche industries when using targeted, strategic content. I know that in the organization I work for, we're trying to focus a lot of our marketing as "pull" marketing to bring the customers to us, and that's ultimately a more effective way to succeed.
We couldn't agree more - quality content is so important to building a high quality brand and driving search engine ranking and lead conversions. It's challenging for many businesses as it requires specialized writing skills, some SEO expertise, link development, qualify web site design and linkage with good Social Media Marketing to generate traffic. We've posted a good overview of Content Development Landscape via our blog on our web site that is concise and informative.
We're finding that many small businesses are realizing the value in content marketing now more than ever. Social media has been a huge help in empowering small businesses easily and cheaply publish content, in ways they could have ever dreamed in the past. Sometimes the biggest hurddle is providing the adequate content marketing education, once small business understand this, they can't believe it's true!
I agree with Missy that "pull" marketing is important. Working for an association, getting the member to read and understand what the association saying and doing is vital to keeping them as active, involved members.
Quality content is definitely a business-builder, but "quality" is the operative word.
Small businesses trying to stay within a budget can be tempted to fill their websites with content that does more harm than good.
It might attract search engine traffic - but when visitors get there the content will drive them away.
So my caution is this:
Be careful. Some content providers write so poorly that their on line samples are even filled with typos, misspelled words, and glaring errors in grammar. Not to mention that the content itself is "fluff" and offers no value to the visitor.
Bargain pricing could turn out to be no bargain at all.
It's remarkable how people can so easily forget the basics. Blogging is a fast, inexpensive, not to mention easy way to get visitors to your site. I am a marketer at WebitMD.com and our Blog page has exceptionally increased our total number of visitors.
Blogs are basic. You update the content regularly, people search for what you write about and then occasionally check out your site. It is a recipe for success!
Few people are even ABLE to spend LESS than they did during the DEPRESSION of 2009. I'm not so sure this info is meaningful.
I get the point (and agree), but EVERYONE is claiming 2010 spending (on everything) will be >2009 ... of course it will. 2009 was flatlined!
I think that the best part of the content equation, is that it's simply a matter of taking some existing knowledge, out of the small business owners brain.
And then by distributing that knowledge more widely (and wisely) through their blog, website, or what have you, that simple step is what gets them more customer activity and beneficial positioning, and all at less cost.
Go DAVID and watch out goliath !
@Marte - interesting comment on poor writing. I am a Brit and I write for the unashamedly traditional professions. I've become quite used to getting eMails from well meaning people telling me I've put in an extra 'u' or used an 's' instead of a 'z'. My favourite is the guy who couldn't work out how you can drive around in a saloon!
@Joe - I used to work in compliance (please don't hit me) and I still frequently encounter well meaning blog posts that are in essence misleading. So speed of response must be tempered with recognition of the reputational, regulatory and judge risk attached to firing off a quick response online.
Ross - Word usage between the British and American versions of "English" can certainly be confusing!
I've written for a few British clients, and have had to learn proper spelling of some words.
That's definitely not what I was talking about. Some of what I've seen is more along the lines of: "Me and him was going to the store."
Not QUITE that bad, but close.
I agree with you Russ. Inbound marketing through content creation is easy for small businesses.
If I talk about quality then it comes on second position than interest of customers.
We own a business media portal- http://www.neytri.com
When we gave a wonderful article on 5 things you should know before starting a company, http://www.neytri.com/5-things-you-should-know-before-starting-a-company/
This article worked like anything for us in Inbound marketing.
I'm thrilled to see this report; understandably many of the Davids out there are holding out, waiting for evidence such as this.
It's an ideal time to be a small or mid-size business; as Missy points out: "I think that the smaller businesses can put out the content more rapidly because there's less channels everything has to go through for approval, for one."
Opportunities are time-sensitive, however, so the trick is to be nimble and quick.
And, Marte, absolutely, not all content created is quality; inferior quality certainly diminishes credibility.
Thanks for great intel!
@Rick Short,
Good point, but I think what you actually have to look at here is how much of their marketing budgets they are allocating to content marketing, not how much more they are spending.
"As a percentage of budget, marketers are increasing their content marketing spending 11% from the 2008 study.
That means that content marketing comprises 33% of the total marketing budget (29% in 2008)."
It's interesting to see that marketers are deciding to allocate more of their budgets on content marketing, and less on other initiatives.
Pamela
We are a small company with a small budget for advertising and marketing.
We have found seo, social media and content 99% more effective then paid advertising.
We are also finding it far easier to measure our marketing efforts, compared to the rubbish we were fed from many advertisers.
I have to reply to the visitor who believes that good content is too costly.
On the contrary - bad content is way too costly!
It gives visitors the impression that you run a sloppy business, don't pay attention to details, and if the information is bad, it gives the impression that you don't know what you're doing!
In short, it can cause visitors to choose NOT to do business with you.
Originality and creativity are important - but I think not as important as solid information that people can use.