How Small Businesses Can Create Top-Quality Marketing Content

Content marketing for small businesses illustration with team members collaborating

Marketing a small business requires a unique skillset. You need to be able to create compelling content with a small team, and often, a small budget. But as challenging as it often is, content marketing for small businesses can also be incredibly rewarding — if you know how to meet these challenges head on. 

Let’s take a look at 3 strategies for creating more high-quality content for marketing your small business. 

1. Develop Brand Guidelines — & Stick to Them

Illustration of brand guidelines for a small business

If you haven’t established a clear visual aesthetic for your brand, you may not realize just how valuable brand guidelines can be. 

After all, many small businesses and startups feel they have more important things than branding or content marketing to juggle: securing their supply chain, finding investors, or developing a customer base, for just a few examples. And it’s true — you absolutely do have a lot on your plate! But developing brand guidelines can actually save you time and energy in the long run so you can focus on the rest of your business. 

The visual manifestation of your brand that’s outlined in your brand guidelines should be an expression of your goals and your values. It’s a chance to present yourself to the world as you’d like to be seen. 

Determining the right visual strategy for your brand isn’t easy. But once you’ve found the best approach, your brand book can serve as a guide for every piece of visual content you produce. And you won’t need to spend as much time creating each asset as you did before, because you will have already made some of the most difficult decisions around creative direction and design style. 

A brand book doesn’t just save you time and money in the production of creative assets. It also helps you build brand recognition. When all the visual content you produce has a consistent look and feel, customers will start to recognize you. They’ll remember your name. And that’s essential to building any business. 

What’s more, your brand book will facilitate our next strategy: the creation of a visual workbench.

2. Design a Visual Workbench

Content marketing tools for small businesses

A visual workbench is a collection of assets — from icons to illustrations to data visualizations — that you can use again and again. The icons might each represent one of your product offerings. The data visualization could show how people can benefit from your product or service. The illustrations might show how your small business operates, or could include a hero character that reappears across your marketing content. 

When this visual workbench sticks to your branding, it’s easier to produce content with consistent branding. 

And when you have all these useful assets readily at hand, you can produce content — from internal presentation decks to social media assets — much more quickly and at little to no cost. This level of convenience and price point is ideal for small businesses looking to produce better marketing content.

Curious what visual communication can do for you?

3. Repurpose Your Marketing & Internal Content

Marketing content repurposed for small businesses

When you invest time and money into creating a high-quality piece of visual content for your small business, you don’t want to just use that content once. You want to make it work as hard as possible in the promotion of your company. Luckily, there are lots of ways to repurpose that content — and if you plan to do so from the start of the project, even more possibilities open up. 

For instance, a full-length motion graphic can be excerpted in the form of GIFs for your social media channels. An infographic can be split into bite-sized pieces for sharing particular graphs. The top takeaways of an annual report can be transformed into an internal slide deck or an infographic. 

Repurposing ensures you get the highest possible return on your investment. 

Mastering Content Marketing for Small Businesses

Small-business marketing will always come with a unique set of challenges. But that doesn’t mean you’re limited to producing low-quality, stock-image-heavy, DIY visual content. 

Every business today needs high-quality visual assets to connect with its audiences. And this type of marketing content isn’t out of reach for small businesses. With these key strategies, you’ll be producing more and better content in no time.

Erin McCoy

Author Erin McCoy

Erin McCoy is director of content marketing and public relations at Killer Visual Strategies. She earned her BA in Spanish with minors in French and Russian, and holds 2 master’s degrees from the University of Washington: an MFA in creative writing and an MA in Spanish literature. She has won nearly 2 dozen awards in photojournalism, and has dedicated those skills to boosting Killer’s brand recognition and thought leadership in visual communication. Since Erin took on her marketing/PR role, Killer has been named a member of the Inc. 5000 for 4 years in a row; has been featured in such publications as Inc., Forbes, Mashable, and the Huffington Post; and has been invited to present at such conferences as SXSW and SMX Advanced.

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