Their stories are complete
Posted: Sun Jan 19, 2025 4:39 am
Content marketing only for large organizations? No, small businesses are the ones who can add shine to their brand. How? Simply by doing it. In this article, a number of inspiring practical examples of smaller businesses and five practical tips!
You produce content that is relevant to your target group and that reaches exactly that target group, without using mass media. This content is not advertising, but has a certain value. It is useful, surprising, informative or entertaining. By delighting your target group with this content, you strengthen your relationship. That benefits your reputation and ultimately gives you more turnover.
Also, no precisely, possible with a small budget
It all sounds easy, but now the execution! There are many examples of companies that seem to have invented content marketing. Take HEMA, for example, which asks its relations – for example all Facebook fans – if they want to test a new product (for free!), or gives them a sneak preview of new collections.
Or cookie brand Oreo: they share fun content related to their products via Instagram, Vine and Twitter. With every post or tip, the Oreo brand gets extra shine and that also applies to HEMA.
HEMA is looking for test subjects via Facebook
Now HEMA and Oreo are big brands, with big marketing budgets. But the great thing about content marketing is that it is very applicable by smaller brands with similar budgets. After all, you are not using mass media. Moreover, you can find and reach your specific target group quite easily via social media.
Exemplary small businesses
There are plenty of small businesses that have mastered the finer points of content marketing. For this article, I reached out to two “small” brands to hear their own stories behind the content.
First I interviewed Maaike Groen, founder of Miss Green . A webshop with beautiful basics for the Dutch woman, made of sustainable and organic materials, produced in a socially responsible environment; that is what Miss Green stands for. It is not a fashion label that charms the female Dutch with large advertising budgets. But it is present. Clothing items are regularly promoted in leading women's magazines and Miss Green is also very much present on social media. And that works, as Maaike said:
“We achieved a significant increase in turnover in the first half of 2013. We worked hard for this, but it is remarkable in these times of economic recession. And we are very happy with that!”
I also spoke with Evelijn van Heuven, from the web-wine shop Vindict . Not a large and well-known singapore mobile phone number list chain, but a successful wine shop with a very unique identity. Recently they no longer operate only online, but also in a physical shop in Amsterdam.
Common thread
It is certainly remarkable; to be successful in a recession. What is the secret of Miss Green and Vindict? What makes them different from the rest?
Photo courtesy of Fotolia
Image source: Fotolia
I think it's like this. They fit both the story behind the brand and the consumer. Miss Green exudes sustainability, honesty and 'greenness' and focuses on Dutch women who are looking for nice basics, which are produced as sustainably as possible. Vindict sells wine in an accessible webshop, without jargon and with a wink, to wine lovers who don't feel like any hassle.
In the case of Miss Green, it also fits in with this time, in which we increasingly call for clothes to be made well, in every respect. The recent events in Bangladesh will certainly not do Miss Green any harm, to name but one.
You produce content that is relevant to your target group and that reaches exactly that target group, without using mass media. This content is not advertising, but has a certain value. It is useful, surprising, informative or entertaining. By delighting your target group with this content, you strengthen your relationship. That benefits your reputation and ultimately gives you more turnover.
Also, no precisely, possible with a small budget
It all sounds easy, but now the execution! There are many examples of companies that seem to have invented content marketing. Take HEMA, for example, which asks its relations – for example all Facebook fans – if they want to test a new product (for free!), or gives them a sneak preview of new collections.
Or cookie brand Oreo: they share fun content related to their products via Instagram, Vine and Twitter. With every post or tip, the Oreo brand gets extra shine and that also applies to HEMA.
HEMA is looking for test subjects via Facebook
Now HEMA and Oreo are big brands, with big marketing budgets. But the great thing about content marketing is that it is very applicable by smaller brands with similar budgets. After all, you are not using mass media. Moreover, you can find and reach your specific target group quite easily via social media.
Exemplary small businesses
There are plenty of small businesses that have mastered the finer points of content marketing. For this article, I reached out to two “small” brands to hear their own stories behind the content.
First I interviewed Maaike Groen, founder of Miss Green . A webshop with beautiful basics for the Dutch woman, made of sustainable and organic materials, produced in a socially responsible environment; that is what Miss Green stands for. It is not a fashion label that charms the female Dutch with large advertising budgets. But it is present. Clothing items are regularly promoted in leading women's magazines and Miss Green is also very much present on social media. And that works, as Maaike said:
“We achieved a significant increase in turnover in the first half of 2013. We worked hard for this, but it is remarkable in these times of economic recession. And we are very happy with that!”
I also spoke with Evelijn van Heuven, from the web-wine shop Vindict . Not a large and well-known singapore mobile phone number list chain, but a successful wine shop with a very unique identity. Recently they no longer operate only online, but also in a physical shop in Amsterdam.
Common thread
It is certainly remarkable; to be successful in a recession. What is the secret of Miss Green and Vindict? What makes them different from the rest?
Photo courtesy of Fotolia
Image source: Fotolia
I think it's like this. They fit both the story behind the brand and the consumer. Miss Green exudes sustainability, honesty and 'greenness' and focuses on Dutch women who are looking for nice basics, which are produced as sustainably as possible. Vindict sells wine in an accessible webshop, without jargon and with a wink, to wine lovers who don't feel like any hassle.
In the case of Miss Green, it also fits in with this time, in which we increasingly call for clothes to be made well, in every respect. The recent events in Bangladesh will certainly not do Miss Green any harm, to name but one.