How SMEs are Using Content Marketing to Grow their Business

It’s often said that “small business is the backbone of the economy.” With some of the UK’s longest-established companies struggling to adapt to the digital age, small and medium-sized enterprises (SMEs) are stepping up and disrupting traditional markets. These agile businesses are leveraging innovative strategies, particularly content marketing, to connect with audiences, build brand awareness, and drive customer acquisition at scale.

We’ve seen this trend play out globally. In the US, companies like Dollar Shave Club revolutionized the men’s grooming industry with their witty, engaging content before their billion-dollar acquisition by Unilever. In Europe, brands like Babbel and Secret Escapes are also thriving, thanks to their ability to connect with consumers through compelling storytelling and strategic content distribution.

So, what’s the secret behind their success? It boils down to two key performance indicators (KPIs):

Getting the brand name out there to new audiences.
Driving new customer acquisition at scale.

For SMEs, marketing efforts must be measurable and deliver a strong return on investment (ROI). While platforms like Facebook have traditionally been the go-to for startups, today’s landscape demands a diversified approach. Content marketing, when done right, can be a game-changer for businesses looking to grow sustainably.

Recently, we hosted an event in our London office in collaboration with Startups.co.uk, where we brought together leading SME representatives to discuss how they’re using content marketing to fuel their growth. The panel included:

Jim Warren, Marketing Director at Bloom & Wild
Aamir Chishtie, Product Manager at Thread
Ellie Howard, VP Marketing at Heist Studios
Signa Sjønning, Head of Display and Paid Social at Secret Escapes
Andrew Harkness, Chief Operating Officer at MVF
Ian Wallis, Editorial Director at Startups.co.uk (event facilitator)

The insights shared by these industry leaders are invaluable for marketers worldwide looking to harness the power of content marketing. Here are the top takeaways from the event:

1. Track Your Content Marketing Campaigns

One of the biggest challenges SMEs face is proving the ROI of their content marketing efforts. Without clear metrics, it’s difficult to justify the investment. The panel emphasized the importance of setting measurable goals and using tools to track performance. Whether it’s website traffic, engagement rates, or conversion metrics, having a clear understanding of what success looks like is crucial.

Jim Warren from Bloom & Wild highlighted how their team uses data to refine their content strategy. By analyzing which pieces of content drive the most engagement and conversions, they can double down on what works and pivot away from what doesn’t.

2. Keep Your Content On-Brand

In a crowded digital landscape, consistency is key. Your content should reflect your brand’s voice, values, and mission. Ellie Howard from Heist Studios shared how they maintain a strong brand identity across all content channels. Whether it’s a social media post, a blog article, or an email campaign, every piece of content should feel unmistakably “you.”

This doesn’t mean being repetitive—it means creating a cohesive narrative that resonates with your audience. Aamir Chishtie from Thread added that storytelling is a powerful tool for building emotional connections with customers, which ultimately drives loyalty and sales.

3. Distribute Content Effectively

Creating great content is only half the battle; getting it in front of the right audience is equally important. Signa Sjønning from Secret Escapes stressed the importance of a multi-channel approach. While organic reach is valuable, paid distribution can amplify your content’s impact. Platforms like Taboola, Outbrain, and social media ads can help you reach new audiences and drive traffic to your site.

Andrew Harkness from MVF also highlighted the role of SEO in content distribution. By optimizing your content for search engines, you can ensure it reaches users who are actively searching for solutions you offer.

4. Experiment and Iterate

The digital marketing landscape is constantly evolving, and what works today might not work tomorrow. The panel agreed that SMEs should embrace a test-and-learn mentality. Experiment with different formats, platforms, and messaging to see what resonates with your audience. Then, use the data to refine your strategy.

For example, Bloom & Wild found success with personalized video content, while Thread leveraged user-generated content to build trust and authenticity. The key is to stay agile and adapt to changing consumer behaviors.

5. Focus on Value, Not Just Sales

While driving sales is ultimately the goal, the panel emphasized the importance of creating content that provides real value to your audience. Whether it’s educational blog posts, entertaining videos, or helpful how-to guides, your content should solve problems, answer questions, or entertain. By putting your audience first, you’ll build trust and establish your brand as an authority in your industry.

Here’s a table summarizing the key takeaways from the blog post on how SMEs are using content marketing to grow their business:

Key Takeaway	Description	Example/Insight
Track Your Content Campaigns	Measure ROI by setting clear KPIs and using analytics tools.	Bloom & Wild uses data to refine their content strategy based on engagement metrics.
Keep Content On-Brand	Ensure all content reflects your brand’s voice, values, and mission.	Heist Studios maintains a consistent brand identity across all content channels.
Distribute Content Effectively	Use a multi-channel approach, including organic and paid distribution.	Secret Escapes leverages paid social and platforms like Taboola to amplify reach.
Experiment and Iterate	Test different formats, platforms, and messaging to find what works best.	Bloom & Wild uses personalized videos; Thread uses user-generated content.
Focus on Value, Not Just Sales	Create content that solves problems, educates, or entertains your audience.	Providing value builds trust and establishes your brand as an industry authority.

This table provides a quick, actionable overview of the strategies SMEs can use to grow their business through content marketing. Let me know if you’d like to expand on any of these points!

Final Thoughts

Content marketing is no longer a “nice-to-have” for SMEs—it’s a necessity. By focusing on measurable KPIs, maintaining a strong brand identity, distributing content effectively, and continuously iterating, small businesses can compete with larger players and achieve sustainable growth.

As the digital landscape continues to evolve, SMEs that embrace content marketing as a core strategy will be well-positioned to thrive. The insights shared by our panelists are a testament to the power of content in driving business success. Whether you’re just starting out or looking to scale, now is the time to invest in content marketing and unlock your brand’s full potential.

What’s your experience with content marketing? Share your thoughts in the comments below!