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Authentic Content Creation for Small Businesses

In start-ups and small businesses, the quest for a unique identity often becomes a daunting challenge. Amidst the endless list of tasks that founders juggle with on a daily basis, one pain-point stands out – the struggle to dedicate time to create authentic and compelling content.

Small businesses face the uphill task of competing with larger competitors and must carve a niche in a crowded digital landscape. Imagine launching a small business, pouring heart and soul into your venture, only to discover your message getting lost in the noise. This is a challenge many start-ups face today, not helped by the fact that, as McKinsey recently reported, Instagram engagement rates fell by roughly 30 per cent year on year in 2022, while the reach of posts has diminished.*

So why is content creation for small businesses so important?

Social media’s vastly oversaturated channels filled with cookie-cutter content often fail to resonate with audiences, leading to a struggle to create a loyal following. The authenticity of a brand’s message gets diluted, as does the possibility of a genuine connection with potential customers.

Original content is king, with social media algorithms prioritising what they deem to be authentic, so if you’ve recently launched a small business and are looking for sure-fire ways to drive engagement, the story should start with the most original thing about your business: You!

Becoming the face of your brand

With the rise of TikTok and the popularity of off-the-cuff, relatable influencers, it’s more important than ever that founders and brand teams put themselves in the limelight and become the faces of the brand online and offline.

“As consumers crave greater connection and authenticity from brands, marketing efforts will home in on brand storytelling and emotional affinity through multiple avenues. One way this can be done is by leveraging the personalities behind a brand, such as the founder or creative director.”*

But Content Creation shouldn’t just stop there. As a founder, you’ll have a product or service to sell, so ensuring that it’s presented in the most visually appealing way on your website and social profiles is extremely important. Grab attention with your unique story and proposition first through engaging videos and click-worthy content, then sell through beautifully presented imagery that really makes your brand sing.

Why creating original social media content matters:

Builds Trust and Credibility: Authentic content is the cornerstone of trust. When small businesses share genuine stories, values, and experiences, they create a transparent and trustworthy image. Customers are more likely to connect with a brand that appears honest, authentic and relatable.

Differentiates from Competitors: In a saturated market, standing out is crucial. Authentic content allows small businesses to showcase their unique personality and values, and what sets them apart from others.

Drives Engagement and Loyalty: People crave authentic connections. By sharing authentic content, small businesses engage their audience on a personal level.

Boosts Visibility and Reach: Compelling stories and genuine content attract attention and are more likely to be shared. This, in turn, boosts brand visibility, extending reach organically, and drawing in potential customers.

Overcoming the pain-point of generic and uninspiring content is a strategic move that pays dividends in building trust, differentiating from competitors, and building customer loyalty.

Small business marketing support

Here at Blackline, we’re passionate about small business marketing and content creation, which is why we created our Fuel package. When you sign up for the Fuel package, you’re unlocking our network of creatives that can produce anything from photo, motion and editorial content tailored to your brand. We also stay up-to-the-minute on influencer marketing and – where needed – can provide you with relevant social influencer support.

Whether you require the skills of one of our talented Content Creators to shoot some of-the-moment snaps behind the scenes of your business, or a full team of creatives to produce a multi-channel ad campaign that gets your brand noticed, we can scale our services to suit your needs.

Get in touch today to find out more!


*SOURCE: ‘The State of Fashion 2024’ – McKinsey & Company, Business of Fashion

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