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Why SMEs need to invest in content marketing

Article provided by Digital School of Marketing

The simple answer to this question is because it works. According to recent stats released by the Content Marketing Institute, 72% of marketers have found that content marketing increases engagement. One respondent reported that they achieved a 60% returning customer rate with video content marketing.  With these figures, it makes sense for SMEs to put together a content marketing strategy. Here’s why.

Content marketing will suit any budget

Content marketing can be executed in different forms, such as articles, infographics and video. While it does take a lot of money to put together a great-quality video, writing engaging, thought-provoking and well-written articles does not require a lot of fancy equipment. All you need is a word processor and a bit of creativity to put out something that your audience, and potential audience, will take to. If you do not feel that your writing is up to scratch, you can always hire a professional  digital copywriter to craft articles for you.  Many of them offer different packages for varying budgets so that you can choose one which is right for you.

It is a very effective form of marketing

Google ranks websites highly which have a rich depth of content that people visit often. The easiest way to do this is by producing articles regularly for your website in the form of a blog. These articles must be full of keywords and approximately 700 words in length. In addition, you should aim to publish five times a week but – if this schedule is not possible – rather publish less often, for example twice a week. This is to make sure that you are putting out quality content as opposed to just publishing an article for the sake of it.

Respond directly to your readers

One of the golden rules of copywriting is that when you write you need to appeal to your target audience’s emotions because, if you do this, they will be more likely to buy from you.

“Regularly producing articles establishes you as a thought leader in your industry,” says Lisa Schneider: managing director of the Digital School of Marketing (DSM). “The aim is to impress your readers with your depth of knowledge so that they will become more engaged with you and your business and, ultimately, become long-lasting customers. Content marketing helps you to develop a relationship with your customers so that they will trust you and have faith in what they buy from you will deliver on your brand promise.”

In 2019, digital marketers will be prioritising content marketing.  To be in line with this curve, small business owners need to have done a Digital Copywriting and Content Marketing Course. The Digital School of Marketing is an online provider of accredited digital marketing education. To find out more, visit our website on, call us on 0861 428 710 or e-mail:

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