content marketing Archives - Colour Me Social

How the LinkedIn Algorithm Works Now and What It Means for Your Content.

LinkedIn’s algorithm has changed.

Again.

For businesses, founders and leaders trying to build visibility, that can feel exhausting, not to mention confusing. Every few months, there seems to be a new rule about what to post, when to post, how long to make it and whether adding a link will send your reach into freefall.

But underneath all the second-guessing, the direction LinkedIn is moving in is relatively straightforward.

The platform is becoming less focused on instant engagement and more focused on relevance.

It wants to show people content that matches their professional interests, comes from voices they are likely to trust and holds their attention for more than a passing second.

In many ways, that is positive.

It should mean less pressure to chase quick likes, manufacture engagement or create shallow posts simply because they fit the latest format. But it also creates new challenges.

Understanding what works can help your content reach the right people. Allowing the algorithm to dictate everything you create can make your content repetitive, calculated and increasingly difficult to distinguish from everyone else’s.

The opportunity is to work with the platform without losing the human thinking that makes your content worth reading in the first place.

LinkedIn increasingly rewards clear relevance

One of the most important changes is that LinkedIn is getting better at identifying what a post is about and who may be interested in it.

It learns from the subjects people read about, the accounts they interact with, the posts they pause on and the conversations they take part in.

For businesses and individuals, this makes having some consistency in what you talk about more important.

That does not mean every post needs to make the same point. It does mean that regularly jumping between completely unrelated topics can make it harder for both LinkedIn and your audience to understand what you want to be known for.

For example, the main themes for a business might include:

the challenges its customers are facing
the expertise within its team
lessons from its work
developments within its sector
its values and way of working
the thinking behind its services

Over time, those themes help create an association between the business and the problems it understands.

That is positive because it gives smaller businesses and subject experts a better chance of being discovered beyond their existing network. You do not necessarily need thousands of followers if LinkedIn can identify that your content is relevant to the right people.

The risk is that businesses begin narrowing their content purely to satisfy the system.

A clear focus is useful. Becoming so rigid that every post feels like a slightly different version of the last one is not.

People still follow people and businesses because they are interesting, thoughtful and recognisably human. Relevance should give your content direction, not remove its personality.

Attention matters more than empty activity

LinkedIn also considers whether people spend time reading a post.

This is often referred to as “dwell time”.

In simple terms, LinkedIn can see the difference between someone briefly scrolling past a post and someone stopping long enough to take it in.

That does not mean every post needs to be long. It means the content needs to earn attention. A strong opening may help someone stop, but there also needs to be enough substance behind it to make staying worthwhile.

That is good news for people with genuine expertise, experience and perspective to share.

It creates more space for considered posts that explain an idea properly, explore a challenge or offer a point of view. It may also reduce the value of posts built around a dramatic opening followed by very little of substance.

However, there is a downside.

Once people hear that time spent reading matters, some begin deliberately stretching posts to keep readers on the page. Simple ideas become unnecessarily long. Sentences are broken into dozens of lines. The reader is made to work far harder than the point justifies.

That is not good content. It is content designed around a metric rather than the person reading it.

The aim should not be to keep someone on a post for as long as possible. It should be to hold their attention for as long as the idea deserves.

Original perspectives have more value than generic advice

LinkedIn is also placing greater emphasis on professional relevance, credible voices and subject knowledge.

For leaders, founders and experts, this creates an opportunity to share more of the thinking that usually stays inside meetings, conversations and day-to-day work.

A generic post might say:

“Five ways to improve your marketing.”

A stronger post might begin:

“One of the most common mistakes I see small businesses make is creating more content before looking at the value already sitting inside what they have.”

The second version carries experience. It tells the reader something about the person behind the post, not just the subject.

This is important because expertise is rarely just a collection of tips. It is your perspective on the problem, the patterns you have noticed, the mistakes you have seen and the lessons you have learned through doing the work.

LinkedIn becoming better at recognising that kind of relevance is positive. It gives real experience more chance of cutting through.

But it also increases the temptation to perform expertise.

We have all seen posts that make ordinary observations sound like revolutionary discoveries, or present a single personal experience as gospel.

Strong visibility does not require you to position yourself as the leading authority on everything. It requires you to share what you genuinely know, explain what you believe and be honest about the limits of your experience.

Credibility comes from clarity and consistency, not from sounding certain about everything.

Genuine conversations matter more than engagement tricks

Comments remain an important part of LinkedIn because they show that a post has created interest or conversation.

But the quality of that interaction matters.

For a long time, posts were routinely finished with questions such as:

“Agree?”

“What do you think?”

“Thoughts?”

Sometimes those questions are natural. Often they are there because someone has been told that every post needs a call for comments.

People can tell the difference.

When a post has made a complete and interesting point, it does not always need to ask the audience to do anything. A strong closing thought may create more genuine discussion than a forced question.

This is another positive shift.

It means you can focus more on creating something worth responding to and less on trying to prompt a particular action.

The negative is that some will continue to find ways to manufacture engagement. Comment groups, formulaic questions and deliberately divisive opinions may create activity, but that does not mean they create trust.

A post with ten thoughtful comments from relevant people may be more valuable than one with hundreds of superficial reactions.

The aim is not simply to make the algorithm believe people care; it is to create something people genuinely care enough to respond to.

Consistency helps, but volume is not the same as visibility

Posting regularly helps LinkedIn understand your themes and gives your audience more opportunities to see your thinking.

But regular does not need to mean constant.

There is little value in posting every day if you are only doing it to remain active. More content does not automatically mean more credibility.

For smaller businesses and busy leaders, this is an important distinction.

A realistic rhythm of two or three worthwhile posts each week may do far more than five rushed posts created to fill a schedule.

Consistency builds familiarity. People begin to recognise your name, understand what you do and associate you with particular subjects. Familiarity matters because most people are not ready to buy, enquire or recommend you the first time they see a post.

Remember, patience is a virtue. Visibility works over time.

The downside is that the demand to remain visible can easily become another content treadmill. Businesses begin posting because they feel they have to, rather than because they have something valuable to say.

The result is often more content, but less meaning.

The strongest approach is to find a rhythm you can sustain without lowering the quality of the thinking.

The most valuable response may be invisible

Likes and comments are easy to see, which makes them easy to treat as the main measure of success.

But many of the most valuable responses to LinkedIn content happen privately.

Someone may:

Save a post
Send it to a colleague
Visit your profile
Look at your website
Follow your page
Remember your name
Mention you in a conversation weeks later
Contact you without ever having interacted publicly

This is positive because LinkedIn content does not need to go viral to work.

A post that reaches a smaller but highly relevant audience can create far more value than one that attracts broad but disconnected attention.

For an SME, one relevant conversation may matter more commercially than hundreds of likes. The challenge is that these outcomes are harder to measure. When immediate engagement looks low, it can be tempting to assume the post failed and change direction too quickly.

Not every strong post produces an obvious spike. Some of the most important work content does is building recognition, trust and memory gradually.

That requires patience, which is not always easy in an environment full of public metrics.

Promotional content needs to offer something before it asks for something

Businesses still need to promote what they do.

There is nothing wrong with talking about a service, event or offer. The problem comes when the content gives the audience no reason to care beyond the fact that you want them to buy something.

A stronger promotional post usually begins with the customer’s problem, a relevant observation or a point of view.

For example:

“Busy leaders do not need another person telling them to find more time to create content. They need a better way to turn the thinking they already have into something visible.”

That naturally creates space to introduce a service designed to solve the problem.

The positive side of LinkedIn’s move towards relevance is that promotional content can still perform when it contains a meaningful idea. The negative is that direct announcements, event links and service descriptions may struggle when they are presented without context.

This does not mean every promotional post needs to disguise itself as something else.

It means the audience should receive some value before being asked to take the next step.

Be careful of the rules that are not really rules

The internet is full of confident advice about the algorithm, much of it outdated and wrong.

Post at exactly this time. Comment for fifteen minutes before publishing. Never edit a post. Always use three hashtags. Put every link in the comments. Reply within the first hour.

The algorithm is personalised, constantly changing and influenced by far more than any single tactic.

What works for one account may not work for another because the audience, subject matter, network and existing behaviour are different.

The danger is that businesses spend so much time trying to follow every piece of algorithm advice that they stop thinking about the people they actually want to reach.

The algorithm is a distribution system. It is not your audience.

So, what should businesses do now?

The current direction of LinkedIn should encourage businesses to create content that is more focused, more relevant and more substantial.

That is the positive.

The platform is increasingly interested in whether your content matches someone’s interests, whether they spend time with it and whether it reflects genuine knowledge or experience.

But those same indicators can become negative when they are treated as a formula.

Relevance can turn into repetition. Dwell time can turn into unnecessary length. Expertise can turn into performance. Consistency can turn into volume for volume’s sake. Engagement can turn into manipulation.

The answer is not to ignore the algorithm completely. Understanding how the platform works can help you make clearer decisions about what you create and how you present it.

But it should never become the starting point.

Start with the people you want to reach.

What are they dealing with?
What do you understand that could help them?
What have you seen, learned or changed your mind about?
What perspective can you offer that genuinely comes from you?

Then think about how to make that idea clear, relevant and easy to engage with on LinkedIn.

The aim is not to create content that pleases an algorithm.

It is to make your thinking visible in a way that helps the right people understand who you are, what you know and why they might trust you.

The algorithm may help that content travel.

But the human thinking is what makes it worth finding.

content marketing social media marketing

AI, Human Thinking and the Future of SME Marketing

AI is changing content. For small businesses, that can be incredibly helpful indeed.

It can help draft posts, write emails, summarise calls, generate ideas, repurpose existing content and get past the blank page we all struggle with from time to time.

But easier content creation doesn’t automatically mean clearer marketing.

It doesn’t automatically make a business easier to understand, easier to trust or easier to buy from. And it doesn’t automatically give you an advantage.

That’s where the future of SME marketing gets interesting.

Small businesses are already under pressure to show up in more places, more often, with more consistency. LinkedIn, email, newsletters, blogs, video, podcasts, webinars, website content, sales content, internal updates, client stories, thought leadership; the list keeps growing.

AI may make some of that easier to produce. But it doesn’t remove the bigger question: What are you actually trying to say?

AI adoption is growing, but the picture is not simple

The evidence is clear that AI use among UK businesses is rising. Research from the British Chambers of Commerce reported that 54% of UK firms are now actively using AI, up from 35% in 2025, 25% in 2024 and 23% in 2023. That’s a significant shift in a short space of time. (britishchambers.org.uk)

At the same time, wider UK Government research has painted a more cautious picture, finding that around one in six UK businesses are currently using at least one AI technology, with adoption varying by business size and sector. (gov.uk)

That difference tells us something important. AI adoption is not happening evenly. Some businesses are already experimenting heavily. Others are still unsure where to start, what to trust or how to use it in a way that genuinely helps.

And even where businesses are using AI, adoption doesn’t always equal confidence.

YouGov’s Business Sentiment Tracker found that businesses still cite concerns around accuracy and reliability, data privacy and security, ethical concerns and lack of internal skills as barriers to AI adoption. (YouGov.com)

So, while AI is clearly becoming a big, big part of the small business landscape, many businesses are still working out what good use actually looks like.

That’s especially true in marketing.

The danger is not AI. It’s generic content at scale.

AI can be very good at producing something quickly. A caption. A blog outline. A set of email subject lines. A rough LinkedIn post. A summary of a webinar. A few campaign ideas.

That can be genuinely very helpful, particularly for small teams with too much to do and not enough time to do it.

But the risk is that businesses start mistaking speed for strategy. If everyone can produce acceptable content faster, acceptable content becomes less valuable.

The market doesn’t suddenly become clearer. It becomes noisier. More posts. More newsletters. More articles. More recycled opinions. More content that sounds polished enough, but not specific enough to make anyone remember it.

That’s where the real challenge begins.

AI can help you say something. It cannot, on its own, decide what your business should be known for.

It cannot understand the nuance of your relationships with clients. Or know which experience has shaped your point of view. It cannot feel the difference between something that sounds impressive and something that sounds true.

It cannot always judge whether a piece of content will support a real conversation with a prospect, partner, client or stakeholder.

And it cannot replace the thinking that sits behind every business.

The future of small business marketing will not simply belong to the businesses that can publish the most. It will belong to the businesses that are easiest to understand, easiest to trust and easiest to remember.

Small businesses need direction, not just output

For many small businesses, the problem has never really been a complete lack of content. The problem is often a lack of direction.

Ideas are sitting in client conversations, team meetings, founder stories, sales calls, webinars, reports, presentations, podcasts, case studies, emails and everyday experience. There is value everywhere. But it’s rarely captured properly, shaped clearly or used consistently.

That’s why so much content feels scattered.

A business posts because it feels it should. A blog is written and then forgotten. A webinar happens and is never repurposed. A founder has a brilliant conversation with a client, but the thinking never becomes visible. A team creates content from scratch every month while older ideas sit unused.

AI may speed up production, but it doesn’t fix that underlying issue. In some cases, it can make it worse.

If the direction is unclear, AI can help you produce unclear content faster. If the message is generic, AI can help you make it more polished but still generic. If the business doesn’t know what it wants to be known for, AI cannot solve that by generating another batch of posts.

That’s why human thinking becomes more important, not less.

The future of SME marketing is likely to be more human, not less

This may sound counterintuitive at a time when AI tools are becoming more capable, but we truly believe the direction of travel points towards a greater need for human voice and human judgement and expertise.

As content becomes easier to create, audiences become better at spotting content that doesn’t really say anything.

People are not short of information. They are short of relevance, trust and useful perspective.

For small businesses, that means the content that cuts through will increasingly be the content rooted in real experience. The kind that shows how a business thinks. What it notices. What it believes. What it has learned. How it works. Why it cares. Where it has a point of view.

This is particularly important for expertise-led businesses.

If you sell knowledge, judgement, service, relationships or advice, your marketing cannot rely on surface-level content. People need to understand your thinking before they trust your offer. They need to see the people behind the business. They need to feel that there is substance, not just activity.

That’s why founder, CEO and senior leader visibility is becoming more commercially relevant.

Not because every leader needs to become an influencer, or because every founder needs to post every day. But because trust is often built before someone ever books a call, sends an enquiry or asks for a proposal.

It’s built through repeated signals: useful ideas, clear opinions, consistent presence, practical insight and a voice that feels credible.

People-led content is becoming harder to ignore

LinkedIn’s recent moves also point to a more people-led B2B content environment. Reuters reported that LinkedIn is investing further in business advertising, creator partnerships and video, with CEO-generated video posts on the platform up 68% over two years. (reuters.com)

That doesn’t mean every business leader needs to rush into video, or that every founder needs a podcast, a daily posting habit or a carefully polished personal brand.

But it does suggest something important about where attention and trust are moving.

People want to hear from people.

In B2B especially, the people behind the business often carry the insight, experience and perspective that make the company feel credible. For small businesses, this creates both an opportunity and a problem.

The opportunity is that smaller businesses often have direct access to the most interesting thinking in the organisation. The founder, owner, CEO or senior expert usually holds the stories, experience and point of view that make the business distinctive.

The problem is that those people are usually busy.

They don’t have the time or headspace to keep creating content from scratch. They may not know what to say. They may dislike the idea of “personal branding”. They may worry about sounding forced, scripted or too self-promotional.

So, the value is there, but it needs drawing out.

The most valuable content is often already inside the business

This is where the conversation around AI and marketing becomes much more interesting, because the future isn’t really about choosing between AI and human content.

It’s about understanding what each is for.

AI can support the process. It can help organise ideas, speed up drafts, repurpose material and reduce some of the admin around content creation.

But the value still starts with human thinking.

The best content often comes from the conversations businesses are already having. The questions clients ask. The challenges leaders are seeing. The patterns emerging in the market. The mistakes people keep making. The things a founder wishes more people understood. The values that shape how a business works when nobody is watching.

That’s not generic content. That’s valuable content.

And for small businesses, it’s commercially valuable because it helps people understand why they should trust you, remember you and speak to you.

Where Leader Brand fits

At Colour Me Social, we built Leader Brand around a simple idea: One hour. One conversation. A month of content.

Not because leaders need another job. Not because every founder, CEO or senior expert needs to become a content creator. And not because the world needs more posts for the sake of it.

Because the most valuable content often already exists inside the business. It’s in the judgement, experience, stories and point of view of the people leading it.

A guided conversation gives that thinking somewhere to go.

From there, it can become LinkedIn posts, articles, video prompts, newsletter content, podcast ideas, webinar themes, speaking points and wider thought leadership support.

The leader stays close to the thinking. The content still sounds like them. But the pressure of creating from scratch is removed.

That matters because visibility without substance is just noise. But substance without visibility is easily missed.

The strongest small business marketing will increasingly sit somewhere between the two: clear thinking, shaped properly, shared consistently and used across the channels that matter.

In a market where AI can help almost anyone produce content, the real advantage is not just output. It’s original thinking, shaped clearly and shared consistently.

AI can help. But it cannot be the whole answer.

AI will continue to change how businesses create content. It would be strange to pretend otherwise. It will make some tasks faster. It will help small teams do more. It will reduce friction. It will become part of everyday marketing workflows.

But it will not remove the need for judgement, clarity, voice, trust or commercial direction.

In fact, it may make those things more important.

When AI makes content easier, the advantage shifts. It no longer sits with the businesses that can simply publish. It sits with the businesses that have something worth saying, know who they are saying it to, and can communicate it in a way that feels clear, useful and human.

That’s the future of SME marketing.

AI may make content faster.

Human thinking is what makes it worth reading, trusting and acting on.

content marketing small business

FREE GUIDE: The small business content waste problem

There’s a strange habit in the world of small business marketing that probably costs more than you realise.

A business spends time, money and energy creating something genuinely brilliant and useful. A blog, a webinar, a guide, a client story, a podcast episode, a founder interview, a report, a presentation, or a really good explanation that finally makes the service make sense.

Then it gets shared once. That might be in a social post, an email, or a newsletter. That’s not important. The word once is.

Maybe it’s shared on LinkedIn. Maybe it’s sent in a newsletter. Maybe it’s added to the website. Maybe it gets mentioned in a meeting. And then, more often than not, everyone moves on to the next thing.

The next post. The next newsletter. The next campaign idea. The next slightly uncomfortable “what are we putting out this week?” conversation.

That’s where content waste happens. The blog that took half a day and became one LinkedIn post. The webinar that took weeks to plan and disappeared after the recording link went out. The client story that could’ve supported sales but stayed hidden in a proposal. The founder’s interview full of useful thinking that never made it past the transcript.

And that’s the real issue. Because good content isn’t free.

Even when it’s created internally, it costs something. It takes time, thinking, experience, input, review, editing, uploading, scheduling and promotion. It often relies on the time of senior people who are already stretched. So when a business uses that content once, it’s not just wasting a post. It’s wasting the thinking behind it.

That’s the bit, in our opinion, that SMEs, business owners and marketing teams need to pay more attention to. Because the strongest content in a business is often already there. It’s in sales conversations, client questions, webinar recordings, old blogs, founder opinions, team expertise, project lessons, proposals, presentations, voice notes, reports and the same question the sales team answers every week.

The problem isn’t always a lack of ideas. It’s that too many good ideas are trapped in one format, used once, then left sitting in folders, transcripts, decks and old website pages.

Which is a damn shame, because there’s real relief in realising you don’t have to start from scratch all the time. You don’t always need a brand new idea. You don’t always need to stare at a blank page until it starts to feel personal. You don’t always need to ask the founder for “just a few thoughts” when everyone knows there’s no such thing as “just” a few thoughts from a founder.

Sometimes, the next useful thing is already there. It just needs pulling out, shaping properly and using in a way that makes sense.

That’s why we think organisations need to stop talking about repurposing as recycling. It’s not recycling. It’s value recovery.

It’s looking at what the business has already paid for, in time, money or energy, and asking better questions. What’s still useful here? Who else needs to hear this? What question does this answer? Could this support a sales conversation? Could this help someone trust us before they speak to us? Could this become a post, article, newsletter, guide, video prompt, FAQ, case study or campaign theme? Could this idea do more than it’s done so far?

That shift matters because SMEs don’t necessarily need more content for the sake of it. The internet’s quite full enough, thanks. What they often need is more value from the ideas, expertise and effort already inside the business.

Especially now.

Marketing teams are under pressure to prove value. AI has made it easier to produce more, but not necessarily easier to produce something worth reading. Buyers are researching businesses before they ever make contact. Everyone’s fighting for attention. And most small teams are trying to do the work, explain the work, promote the work and somehow remember to post about the work.

So the answer isn’t just “post more”. That’s how businesses end up with lots of activity, but not much substance.

The better answer is to make proper use of what you already have.

That old webinar you forgot about might still have five useful ideas in it. That founder interview might be full of trust-building content. That client question might become your next best post. That report might be a campaign, not just a PDF. That leadership opinion might help people understand why your business is different.

And this is the positive bit. When content is used properly, marketing starts to feel less frantic. Your team isn’t always starting from nothing. Your leaders aren’t constantly being asked for new ideas. Your sales conversations have better support. Your website has more substance. Your LinkedIn presence feels more joined up. Your audience sees the same valuable thinking in different ways, across different moments, until it actually lands.

That’s not lazy. That’s efficiency. And, frankly, sensible.

The businesses that get this right aren’t necessarily the ones shouting the loudest. They’re the ones building a better system. They audit what already exists. They extract the useful thinking. They reframe it for different audiences. They repurpose it across the right channels. And they connect content to an actual commercial job.

That job might be building trust, supporting sales, explaining value, creating visibility, helping someone make a decision or simply making the business easier to understand.

Because content without a job becomes noise. Content with a job becomes an asset.

We’ve put together a fuller insight paper on this, looking at the hidden cost of one-use content for SMEs and how businesses can recover more value from the ideas, expertise and assets they already have.

You can read it here, if you’d like: The hidden cost to SMEs of one-use content.

The main point, though, is simple. You’ve already paid for the content. The question is whether you’re getting enough back from it.

content marketing small business marketing

Cutting Through the Noise on LinkedIn: A Guide for SMEs

LinkedIn. Have you heard of it? Of course, you have. It’s the essential platform for SMEs and their leaders to connect with their target audiences, demonstrate expertise, and foster relationships. However, with a user base exceeding 900 million and a surge in content creation, standing out is a considerable challenge. To make a lasting impression, you need to go beyond generic posts and adopt strategic, audience-focused content.

So, to help you with that, this guide explores how SMEs can rise above the noise on LinkedIn by creating meaningful content and selecting impactful topics for maximum engagement.

Why LinkedIn matters for SMEs

LinkedIn isn’t just another social media platform—it’s a professional network where decision-makers, thought leaders and industry peers convene. For SMEs, LinkedIn provides a range of opportunities, including:

Building brand credibility by showcasing expertise.
Connecting with decision-makers in B2B industries.
Recruiting top talent to enhance workforce quality.
Strengthening personal and company branding to boost visibility and trust.

However, LinkedIn’s effectiveness depends on your ability to stand out amidst a flood of posts, articles, and updates.

The key to cutting through the noise: Audience-centric strategy

One common pitfall for SMEs and leaders is crafting content for a broad audience rather than their specific target group. To distinguish yourself on LinkedIn, you need a focused strategy that delivers real value to your audience.

Understand your target audience

Effective LinkedIn content starts with a deep understanding of your audience. Are you targeting small business owners, industry professionals, potential clients, or future employees? Each group has distinct needs, challenges, and interests.

How to identify your audience:

Analyse your LinkedIn connections and followers: Identify their industries, roles, and levels of seniority.
Review engagement metrics on past posts: Find out which content types and topics resonated most with your audience.
Use LinkedIn Analytics: Gain insights into audience demographics to fine-tune your approach.

Example: A SaaS company targeting HR managers should focus on streamlining recruitment processes or enhancing employee retention rather than broad technology trends.

Choose topics that add real value

Your audience is exposed to countless posts daily. To stand out, your content must solve their problems, address their questions, or inspire them. Here’s how to select impactful topics:

Address pain points: Identify challenges your audience faces and provide actionable solutions. For example, a financial consultant might create a post titled “How SMEs Can Manage Cash Flow During Uncertain Economic Times.”
Spotlight industry trends: Offer insights on emerging trends or regulations that impact your audience. Be among the first to cover relevant topics, positioning yourself as a thought leader.
Leverage your expertise: Share unique perspectives, experiences, or lessons learned that set you apart from others. Authenticity goes a long way in engaging your audience.

Tip: Use LinkedIn polls or comments to directly ask your audience what topics they’d like you to cover.

The Elements of great LinkedIn content

While choosing the right topics is critical, how you present your content is equally important. To make your posts stand out, focus on these key elements:

Clarity and brevity

LinkedIn audiences prefer concise, easy-to-read content. Avoid lengthy paragraphs or excessive jargon. Instead, break your content into bullet points, headings, or short sentences for better readability.

Strong hooks

Your opening line is crucial. To grab attention, start with a bold statement, question, or surprising statistic.

Example: Instead of “Here’s why networking is important,” try, “80% of professionals say networking was key to their career growth—are you doing it right?”

Visual appeal

Visuals significantly boost engagement. To complement your content, incorporate infographics, charts, or high-quality images. LinkedIn’s carousel format works well for showcasing tips, processes, or case studies visually engagingly.

Call to action

End your posts with a clear CTA to encourage audience interaction. For instance: “What strategies have helped you manage remote teams? Share your insights in the comments!”

Timing matters: When to post

Posting at optimal times is essential to maximise reach and engagement. LinkedIn engagement peaks during specific windows when professionals are most active.

Optimal times to post:

Midweek Mornings (Tuesday–Thursday): Posts between 8 a.m. and 11 a.m. perform best.
After Lunch (1 p.m.–2 p.m.): Afternoon posts can also gain traction as professionals scroll during breaks.
Avoid weekends or late evenings, as LinkedIn activity typically declines during these periods.

Pro Tip: Use LinkedIn Analytics to track when your audience is most active and schedule posts accordingly.

Be consistent, not overwhelming

Consistency is crucial for building a strong LinkedIn presence, but quality should always take precedence over quantity. A few high-quality posts per week are far more impactful than frequent low-effort updates.

Example strategy:

Post 1–3 times weekly, mixing formats like text posts, videos, and articles.
Respond to comments on your posts to foster engagement.
Share and comment on trending topics or others’ content to maintain visibility within your network.

Building a thought leadership presence

For SME leaders, LinkedIn is the ideal platform to establish authority and credibility. Thought leadership content goes beyond product promotion, positioning you as a trusted voice in your industry.

How to create thought leadership content:

Write LinkedIn Articles: Explore industry challenges, share case studies, or provide insights into future trends.
Speak authentically: Share personal experiences, lessons learned, and unique perspectives.
Engage in conversations: Participate in LinkedIn Groups, comment on relevant posts, and respond thoughtfully to comments on your own content.

Example: An SME leader in the sustainability sector could write an article titled “How SMEs Can Lead the Way in Net-Zero Initiatives,” enriched with personal anecdotes.

Collaborate and leverage networks

LinkedIn is not just about broadcasting—it’s about networking. Collaborating with other professionals or businesses can amplify your reach and credibility.

Ideas for collaboration:

Partner with industry peers to co-author posts or host LinkedIn Live sessions.
Share client success stories (with permission) and tag them in your posts.
Engage with thought leaders by commenting on their posts and participating in discussions.

Track, learn, and adjust

Success on LinkedIn requires continuous refinement. Regularly monitor your performance to identify what resonates with your audience and where adjustments are needed.

Key metrics to monitor:

Engagement rate: Likes, comments, and shares reflect how well your content connects with your audience.
Reach and impressions: Understand how many people your posts are reaching.
Click-through rate (CTR): Track how often users click on your links or CTAs.

Pro Tip: Experiment with different formats, tones, and topics to identify the strategies that work best.

Final thoughts: Stand out by adding value

Standing out on LinkedIn is about more than just content creation—it’s about crafting the right content for the right audience at the right time. By understanding your audience’s needs, sharing authentic insights, and engaging consistently, SMEs and their leaders can establish a powerful LinkedIn presence.

Remember, LinkedIn is not merely a marketing tool—it’s a platform to build relationships, share expertise, and create opportunities. Use it wisely, and your SME can rise above the noise and make a lasting impact.

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Turning B2B Content into a Continuous, High-Value Asset.

In the sea of constant evolution, B2B marketing content has proven to be one of the cornerstones that have aided businesses in establishing authority, nurturing leads, and driving results at the bottom line.

But too many businesses leave too much value on the table by publishing content as a one-time effort rather than using it as an ongoing high-value asset.

At Colour Me Social, we empower B2B brands to transform their content strategies by focusing on repurposing, creating visually impactful content, and standing out in crowded markets.

Here’s how your business can drive that home and push toward reach, engagement, and long-term impact with your target audience.

The Problem with Traditional B2B Content Strategies

Traditional B2B content strategies are linear: create, publish, and move on to the next piece. This leads to a few key challenges:

Content Fatigue: Creating new content on a regular basis requires huge resources, yet it is not guaranteed to yield the ultimate ROI.
Underutilised Potential: High-value pieces, including whitepapers, case studies, and webinars, have very short shelf lives.
Lack of Differentiation: Most B2B brands create unmemorable and uninteresting content that adds to the noise rather than standing out from the crowd.

To overcome these challenges, a shift in perspective is essential. Think of your content as a long-term investment rather than a short-term campaign.

Repurposing: Breathing New Life into Already Existing Content

Advantages of Repurposing

Repurposing means turning that content into a new format or angle. The key benefits include:

Cost Efficiency: Save time and resources by reusing pre-processed assets.
Audience Development: Reach new segments with their respective content development on different channels or formats.
SEO and Longevity: Regular updates and repurposing keep search rankings up and maintain relevance.

Effective Repurposing Strategies

Snackableize (if it’s not a word, it should be) Long-Form Content into Small Pieces: Slice and dice blog posts, eBooks, or reports into much shorter social media posts, infographics, or videos.
Update Evergreen Content: Refresh data, update visuals, and republish in order to keep evergreen-valuable content up to date.
Repurpose Webinars into Micro-Content: Pull out key insights from webinars to write blog posts, slide decks, or short video clips.
Create Multi-Channel Assets: Think about taking one singular asset and reimagining it for formats best for LinkedIn, Instagram, YouTube, and Email Newsletters.

Example: If you have an in-depth guide on B2B lead generation, then repurpose it into:

A series of LinkedIn posts on each section.
An infographic summary of the guide.
Explainer video short.

Create Visually Impactful Content

Why Visuals Matter in B2B Marketing

B2B buyers, like any audience, are visual creatures. A strong visual identity helps content stand out and improves information retention. The most effective visuals:

Simplify Complex Concepts: Charts, infographics, and animations can help explain complex ideas.
Boost Engagement: Visual posts receive far more shares and clicks than posts that contain just text.
Reinforce Branding: Cohesive design strengthens brand recognition.

How to Increase Visual Impact

Infographics and Data Visualisation
- Transform dense data into easy-to-consume visuals.
- Use professionally simple designs through tools like Canva or Visme.
Videos and Animations
- Invest in short explanatory videos, testimonials, and product demos.
- Embrace animations to make static information dynamic.
Interactive Content
- Add calculators, quizzes, or clickable maps for better user interaction.
- Emphasise interactivity in case studies or product demos to make audiences glued to them.
Coherent Branding
- Use consistent colours, fonts, and design elements across all visuals.
- Partner with creative agencies like Colour Me Social for professional, unique designs that actually stand out.

Example: A SaaS company can transform its annual report into an online, interactive dashboard, allowing users to explore key metrics and industry insights in depth.

Standing Out with Exceptional Content

Competitive Landscape Understanding

The internet is full of content, and it’s becoming increasingly difficult to capture attention daily. Produce great content that addresses your audience’s needs and articulates your value proposition.

Characteristics of Standout Content

Audience-Centric: Speak directly to the challenges, needs, and aspirations of your audience.
Original and Insightful: Share thought leadership in the form of unique perspectives or proprietary insights.
Story-driven: Tell Your Humanising Brand Stories.
SEO-Optimised: Research high-impact keywords and insert them accordingly.

Formats That Deliver Impact

Case Studies and Success Stories
Interactive Tools
Micro-Content

Example: A cybersecurity firm could create animated LinkedIn posts showcasing real-world examples of breaches and how their solutions prevent them.

Extending Reach and Engagement

Best Practices for Promoting Content

Social Media: Adapt posts for LinkedIn, Twitter, or other platforms relevant to your industry.
Email Campaigns: Segment lists to target the right audience with personalised content.
Collaborations: Partner with industry influencers or complementary businesses to create and distribute content.

Leveraging Paid Media

Run targeted ads on both LinkedIn and Google toward high-value asset traffic.
Retarget your website visitors with ads featuring your best-performing content.

Measuring Success

Engagement Metrics: Keep track of likes, shares, comments, and click-through rates.
Conversion Rates: Understand how your content is driving leads and sales.
SEO Impact: Monitor organic traffic and keyword rankings.

Integrating a Continuous Content Framework

Adopt a Content Ecosystem Approach

Instead of stand-alone campaigns, create an ecosystem of content where each piece helps and reinforces the others. Key elements include:

Pillar Content: Create cornerstone pieces (e.g., eBooks or whitepapers) that anchor your strategy.
Micro-Content: Derive smaller, reusable assets from pillar content.
Content Calendar: Normalise work by having a pre-planned publishing schedule.

Tools and Resources

Project Management Tools: Manage the workflow of your content on platforms like Trello or Asana.
Repurposing Tools: Use Hootsuite or Buffer to simplify cross-channel repurposing.
Analytics Tools: Leverage Google Analytics or HubSpot to track performance and ROI.

Why Partner with Colour Me Social

At Colour Me Social, we’re all about helping B2B brands unlock the full potential of their content—from creative excellence to strategic insight—making sure every piece of content delivers measurable value. Here’s what sets us apart:

Visual Content Expertise: From infographics to animation, we create assets that inspire and educate.
Proven Repurposing Strategies: We make a treasure out of existing content.
Tailored Solutions: We craft unique strategies aligned with your brand and audience.

The big reveal?

By repurposing content, embracing visual impact, and creating standout assets, B2B brands can transform their content into dynamic, continuous, high-value assets that drive reach, engagement, and business growth.

At Colour Me Social, we’re ready to help your brand rise above the noise and make your mark in the competitive B2B space.

Ready to take your content to the next level? Contact us today, and let your content become a powerhouse in engagement and ROI.

content marketing marketing small business marketing social media marketing

Marketing in 2025: A Guide for SMEs to Stay Ahead

As technology evolves and consumer expectations shift, small and medium-sized enterprises (SMEs) will encounter fresh opportunities and challenges. Marketing success in 2025 will hinge on more than just keeping pace with trends; it will require strategic alignment with what truly matters—authenticity, meaningful connections, and leveraging the right tools for maximum impact.

This guide explores the critical areas SMEs should focus on, from harnessing AI to creating impactful content and building strategies that resonate.

The marketing landscape: What’s changing?

Before developing strategies, it’s essential to understand the forces shaping the marketing environment. Consumers will be more informed and discerning than ever. They demand transparency, value, and memorable experiences from the brands they support. At the same time, the explosion of content across platforms makes it harder for businesses to stand out.

Key changes SMEs should be aware of include:

Hyper-personalisation: Customers expect personalised experiences tailored to their specific needs. Generic marketing is no longer sufficient.
AI-driven insights: Artificial intelligence continues to transform how businesses analyse data, target audiences, and optimise campaigns.
Content saturation: With more businesses creating content, competition for consumer attention has intensified.
Sustainability and social responsibility: Consumers increasingly prioritise brands that align with their values, especially those addressing environmental and social issues.
Emerging platforms and formats: Content consumption methods are diversifying, from short-form video to immersive technologies like augmented and virtual reality.

Harnessing AI to transform marketing

Artificial intelligence is no longer a future concept; it is the here and now and a necessity for SMEs striving to compete effectively. AI extends beyond automation—it enables smarter decision-making, enhanced customer experiences, and significant savings in time and resources.

How SMEs can leverage AI:

Predictive analytics: AI tools analyse consumer behaviour to anticipate trends and personalise campaigns. For instance, AI-driven CRM platforms can suggest products based on past purchases.
Chatbots and virtual assistants: Automated customer service tools ensure prompt responses and effective issue resolution, even outside business hours. Advanced chatbots are increasingly conversational, boosting customer satisfaction.
Content creation: AI can generate blog outlines, social media posts, and even video scripts. While it doesn’t replace human creativity, it streamlines content production.
Ad optimisation: Platforms like Google Ads and Facebook Ads rely on AI to identify the most effective audience segments, keywords, and ad formats.
Sentiment analysis: Understanding customer sentiment is crucial. AI tools analyse social media comments, reviews, and surveys to provide actionable insights.

Pro tip: Use AI for repetitive tasks and data analysis, but infuse your campaigns with human creativity and empathy. This ensures your marketing feels personal, not robotic.

The content that will cut through the noise

It’s noisy out there, right? In an era of content overload, standing out requires more than producing more content—it means creating the right kind of content. SMEs need to focus on delivering value, resonating emotionally, and ensuring authenticity.

Storytelling at the core

Stories remain a powerful way to connect with audiences. Whether it’s your brand’s origin story, customer success stories, or content highlighting your mission and values, storytelling fosters emotional resonance. Narratives that make your audience feel seen and understood can leave a lasting impact.

Example: A local bookstore could share a series of videos featuring customers’ favourite books and the reasons they matter. This approach not only promotes products but also fosters a sense of community.

Short-form video content

Short-form video continues to dominate platforms like TikTok, Instagram Reels, and YouTube Shorts. These formats are ideal for engaging younger audiences and delivering concise, impactful messages.

Why it works: Short videos combine visuals and sound to create memorable, shareable content.

Tips for SMEs:

Create how-to videos featuring your product.
Share behind-the-scenes glimpses of your business.
Participate in trends authentically, ensuring alignment with your brand.

Educational and value-driven content

Consumers seek information and empowerment, not just sales pitches. Content that educates your audience fosters trust and establishes your authority within your industry.

Ideas for SMEs:

Publish guides or tutorials related to your product or service.
Host webinars or live Q&A sessions for direct audience engagement.
Offer free resources such as templates, checklists, or e-books.

Example: A graphic design studio might create a free e-book on branding basics tailored for small businesses.

Interactive and community-centric content

Interactive content deepens customer engagement and fosters stronger relationships. Examples include polls, quizzes, or user-generated content (UGC) campaigns.

Why it works: Interactive content involves customers in meaningful ways, while UGC builds trust by showcasing real people interacting with your brand.

Example: A clothing boutique could launch a “Share Your Style” campaign, encouraging customers to post outfit photos featuring the brand’s items with a branded hashtag.

Staying agile in emerging platforms

While platforms like TikTok and Instagram remain vital, 2025 will likely see the rise of new or evolving spaces. SMEs should stay attuned to trends and be open to experimentation.

The rise of immersive experiences

Augmented and virtual reality technologies are becoming more accessible, enabling SMEs to create immersive brand experiences. These tools can elevate customer engagement through features like virtual store tours or AR-based product try-ons.

Example: A home décor business could offer an AR tool allowing customers to visualise furniture in their spaces.

The power of niche communities

Platforms catering to specific interests or professions, such as Reddit or Discord, are gaining popularity. SMEs can benefit from participating in or creating niche communities to build deeper connections with engaged audiences.

Authenticity and values: The real differentiator

In 2025, marketing is about more than selling products—it’s about creating meaningful relationships and standing for something bigger than your bottom line.

Show your values

Consumers expect brands to be socially and environmentally responsible. SMEs can stand out by aligning their actions with their values.

How to do it:

Be transparent about your supply chain and sustainability efforts.
Support local causes or charities that align with your mission.
Share progress on social responsibility initiatives.

Example: An eco-friendly brand might document its journey toward achieving 100% sustainable packaging by 2030.

Focus on community impact

SMEs are inherently tied to their communities. Highlighting contributions—whether through sponsorships, support for local artisans, or volunteer initiatives—builds goodwill and loyalty.

Key takeaways for SMEs in 2025

AI is your ally: Use it for data analysis, task automation, and creating personalised experiences.
Content must resonate: Focus on storytelling, short-form video, and educational materials that provide value.
Authenticity is essential: Be transparent, socially conscious, and community-focused.
Stay agile: Experiment with new platforms and formats, but remain true to your brand’s voice and values.

Success for SMEs won’t stem from attempting to do everything but from consistently doing the right things authentically. By building genuine connections and leveraging available tools, SMEs can not only survive but thrive in an incredibly competitive environment.

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The Strategic Power of Purpose-Driven Content

Introduction: The Evolution of Content in the Digital Age

Relying on catchy headlines or sleek designs to capture attention is no longer enough. Every day, consumers are bombarded with an overwhelming amount of content—4,000 to 10,000 ads for the average person. For any business in the UK, whether a start-up, SME, or multinational, the heat is on to cut through the noise and build real connections with your audience—not through more content creation but through creating purpose-driven content that resonates, engages and builds trust.

This article delves into the importance of defining and embedding purpose into your content strategy. It’s a critical approach to ensure that everything you put out there resonates with your brand’s mission, values, and goals in a way that develops authentic engagement and trust.

If you’re a marketer, founder, managing director, or CEO, understanding the power of purpose means that you’re transforming your content from just another output into a strategic asset that powers long-term business success.

1. The Power of Purpose: Why It Matters More Than Ever

In a world filled with increasingly discerning and suspicious consumers, purpose-driven content offers a clear advantage: consumers are 91% more likely to support a brand they perceive to have authentic values. It acts as a compass for your content strategy: every article, video, post, or campaign is created not just for eyeballs but to connect on a real, human level.

Purpose Creates Clarity and Focus

When we have a clear purpose, we have clarity and focus to get something done. Without it, content risks being unfocused, inconsistent, and, ultimately, ineffective. For founders and CEOs, this might lead to wasted resources and missed opportunities.

A purpose-led approach ensures that every effort put into content serves to achieve broad business objectives, hence delivering results that matter. Brands that lead with purpose grow at twice the rate of other companies; hence, it is well linked to performance.

Authenticity Breeds Trust

Today’s consumers are more informed and discerning, especially in the UK market. They want authentic brand values, and they can see through content that is not really authentic. Purpose-driven content has the power to build trust because it mirrors the real values and mission of a brand.

63% of consumers say they would only buy from a brand that aligns with their values. Having a clear sense of purpose behind your content automatically makes it resonate with the audience, which breeds loyalty.

Consistency is Key

A clearly identified sense of purpose creates consistency across platforms and channels. Consistency in the message, be it through blog posting, social media, or email marketing, shows your brand identity. After all, it’s this level of consistency that helps business owners and marketing heads maintain a singular voice; this, in turn, helps them cut through the din of a marketplace. Brands that manage to stay true to their messaging tend to enjoy about 33% more revenue.

2. Defining Your Why: The Core of Purpose-Driven Content

Before you start to create your content, you need to determine why you’re creating it. Purpose should not be an afterthought; it is the driving force which shapes your content strategy and dictates success.

Start with Your Brand’s Mission and Values

Understanding your brand’s overarching mission and values is the first step to defining your content purpose. Why does your organisation exist? What value does it offer, and how does it differentiate itself from competitors? That content-to-purpose alignment is what marketing professionals should ensure—that all content created serves some meaningful purpose or is relevant to the brand.

Setting Clear Goals

Once you’ve defined your purpose, you can set measurable goals for your content. Is the goal to educate, inspire, entertain, or persuade your audience? Defining very clear objectives will guide you and keep your content strategy from running in any haphazard manner.

Every piece of content needs to have a clear and distinct purpose related to your brand’s vision, whether it is used for brand awareness, driving sales, or customer loyalty. Goal-oriented content marketing can result in a 13 times higher ROI than traditional marketing.

3. Knowing Your Audience: Creating Content That Resonates

Even the most well-crafted content will fall flat if it doesn’t resonate with the intended audience. Knowing your audience is as critical as knowing your purpose.

Detailed Audience Personas

To really hone in on your target audience, one of the biggest things you can do is create detailed audience personas. These might include demographics, psychographics, behaviours, and pain points. Such research is going to ensure that a marketing team creates content that speaks explicitly to the needs, desires, and problems of its target audience.

Address the Pain Points of Your Audience

It helps identify their problems, thus enabling you to provide relevant content that is solution-based. 82% of consumers want solutions that specifically address their pain points. When your content addresses a specific problem your audience is grappling with, it becomes a valuable resource. To add on that, the CEOs and founders should see it as an opportunity to help put their brand forward as a wise counsel who is trusted in providing advice and solutions.

4. Appeal to Emotion: The Key to Unforgettable Content

Purpose-based content isn’t just there to inform but to inspire, involve, and, at times, emotionally move the audience. Emotions are a powerful weapon in content marketing, as they guide content perceptions and memories.

Make an Emotional Connection

Content that touches emotions is likely to be remembered and shared. Emotionally charged content is twice as likely to be shared than non-emotional content. Whether you are trying to inspire hope, incite excitement, or provoke thought, the emotion your content evokes will determine how your brand is seen. A very effective way to do this is through storytelling. You can do this by telling brand-relevant stories and making relatable and trustworthy feelings with your audience. It is difficult to establish emotional engagement with other marketing strategies.

Emotionally Engaging Content Drives Action

In fact, 60 per cent of consumers who feel emotionally connected to a brand will purchase from that brand. Whether you’re pushing someone toward a purchase, getting them to sign up for a newsletter, or even just sharing content with their friends, the emotions that you evoke will drive the final decisions that your audience makes. For founders and CEOs, the ability to create emotion with content can hit the bottom line in everything from initial customer acquisition to long-term loyalty.

5. Executing a Purpose-Driven Content Strategy

After knowing what your purpose is, it is time to translate it into a content strategy that is weaved seamlessly throughout your entire organisation.

Internalise Your Purpose and Take It to Your Team

Ensure that your whole team understands your purpose. For CEOs and Managing Directors, this is necessary for consistency across departments. Every person who creates content—be it a marketing manager or copywriter—needs to know and live by your brand’s purpose. What is done internally will transfer to the external.

Regularly Assess and Adapt Your Strategy

Digital is always changing, and so should your content strategy. Keep reviewing your analytics to measure how well your content is doing in relation to your end goals. Are you hitting your engagement benchmarks? Are certain types of content resonating more than others? Be open to refining your purpose and approach to the content based on audience feedback and emerging market conditions.

Flexibility and Adaptability

While consistency is important, you also need to be flexible. Just as your business shifts and adapts over time, so do the needs and expectations of your audience. Marketing professionals and founders should, therefore, be prepared to adjust their strategies regarding content based on these changes and always seek to stay relevant, timeless, and purposeful in their content.

Conclusion: Purpose-Driven Content as a Competitive Advantage

The UK market is highly competitive; consumer attention is low, and trust is easily eroded, so being purpose-driven with content becomes a powerful differentiation tool. By embedding purpose into your content strategy, you not only make your content more compelling and engaging but also create a brand that is genuine, dependable, and consistent with your audience’s values. And, for the business heads, investment in purpose-driven content pays off with stronger customer relationships, a brand loyalty increase, and a more robust bottom line. By knowing why you’re creating content, who you’re creating it for, and how you want them to feel, you can turn your content into a powerful business success driver.

If you’re feeling ready to take your content strategy to the next level and build a brand that truly connects with its audience, then it’s time to focus on purpose. Book a totally obligation-free chat with us today to see how we can help you create purpose-driven content that drives results for your organisation.

References

Statista – “How many ads does a person see a day?”
Edelman Trust Barometer – Consumers more likely to trust purpose-driven brands
Deloitte Insights – Purpose-driven businesses grow faster
Havas Media – “Meaningful Brands” – 63% of consumers only buy from value-aligned brands
Lucidpress – “The Importance of Consistent Branding”
Content Marketing Institute – Content with clear goals generates 13x higher ROI
Accenture Interactive – 82% of consumers expect brands to address personal challenges

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Fifteen Facts About Us For Anyone Who’s Interested

We talk about the importance of humanising brands all the time, and as we like to practice what we preach, here’s a little bit about us, minus our services and what we do. This isn’t a sales pitch piece, we promise. It’s a little bit about our story for anyone who might be interested.

It all started one sunny(ish) day in March 2015. That’s when we launched—zero clients, no income, and armed with only a personal loan.
To get things moving, Pip worked multiple jobs. One involved getting up at 2:30 a.m. four days a week and then coming home to work on Colour Me Social—par for the course, as we are sure many startups have experienced!
By the end of April, we were working with nine fantastic startup companies.
Long-term relationships and partnerships are essential to us. One of the magnificent nine we still are proudly working with today
We are one of the original homeworking pioneers. We don’t have offices—we never have. We learned years ago how to operate effectively across multiple locations. Remember Skype? It’s how we used to roll.
Our team is based mostly in the UK, but we also have wonderful colleagues in Denmark, France, and North Macedonia.
Although primarily UK-based; we also have clients in Germany and the US currently.
Our first client was in the Hair and Beauty industry, and our most recent is a SaaS company. Diverse we are.
We work with clients in B2B and B2C industries, from Fortune 500 leadership development providers to retail.
We don’t call ourselves an agency. We see ourselves more as a marketing communications collective. That’s not as pretentious as it sounds. It allows us to bring in the best talent from every marketing sphere without the barrier of working only with permanent agency-based employees.
Diversity and inclusion is a big deal for us. From our founder, Pip, to our wider team, we are proud of our colleagues and the people we work with, regardless of their backgrounds.
In fact, one of our ambitions is to create an academy to support and develop talented people from diverse and underrepresented communities who want to break into the marketing industry.
We have ups and downs like any business. We have almost not made it on a few occasions, but we’ve learned the power of pivoting and of networks and communities.
When it comes to marketing, we believe 100% in the need to engage all your stakeholders, not just potential prospects, on social media.
Our mission is to help businesses share their purpose, values, and voice, communicate and engage effectively with all their stakeholders, and showcase the human side of their organisation through engaging stories and content.

As we said, no sales pitch. Just 15 facts about little ol’ us.

Thanks for reading.

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Does Your Marketing Speak To Your Stakeholders?

When it comes to marketing, we’ll say it again: A business is powered by more than potential prospects on social media.

For social media marketing and marketing communication to be truly effective, you need to create engaging content with a purpose that tells a story and builds meaningful connections with your audience.

However, it’s not just your potential prospects who need engaging content; it’s all your stakeholders, including customers, employees (present and future), partners, investors, and your community.

Engaging all stakeholders allows you to share your purpose, values, and mission. It boosts customer and employee loyalty, drives business growth and better communication, and helps build strong communities. It even helps with talent attraction and retention.

Your stakeholders matter. And so does how you communicate with them and the content you create.

So, read on as we explore the importance of engaging your stakeholders, throw in some all-important benefits, and provide some actionable tips.

Why Engaging All Stakeholders is Important

Holistic Brand Perception: Engaging content that resonates with all stakeholders ensures a unified and positive perception of your brand. This consistency across various groups reinforces trust and credibility, which we are sure you’d agree is important.
Enhanced Employee Engagement: Employees are the backbone of any organisation, and yours is no different. By creating content that involves and inspires them, companies can boost morale, increase productivity, and foster a sense of ownership and pride in the company they work for, which is also pretty damn important.
Talent attraction: A purpose-driven organisation is an attractive organisation. As this excellent article by Tessa G. Misiaszek, PhD, states, “When you clearly communicate your brand purpose, you’re more likely to attract candidates who share your values and vision. This alignment can lead to higher job satisfaction, better performance, and longer retention rates.”
Stronger Partnerships: Investors and partners play an essential role in your business. Engaging them with content that keeps them informed and aligned with the company’s vision is vital to building a good relationship with them.
Community Connection: A brand’s connection to its community can significantly impact its reputation and success. For example, content that engages and demonstrates corporate social responsibility helps build loyal and sustainable connections.
Increased Loyalty and Advocacy: When stakeholders feel valued and engaged, they are more likely to become advocates for your brand. This can lead to increased word-of-mouth referrals and a more substantial brand reputation. Nope. We can’t see any negatives either.
Improved Communication and Transparency: Engaging content promotes open communication and transparency. Stakeholders appreciate being kept in the loop and understanding the company’s direction, which builds trust and reduces potential conflicts.

Tips for Creating Engaging Content for All Stakeholders

Understand Your Stakeholders and Who They Are: This is where good ol’ research comes into play. As a team, work together to understand who they are, their interests, needs, and what they want to hear. Create detailed personas and then build and tailor your stories and messaging to fit them. Remember, the content you create needs to be for them. And it needs to make them feel something.
Leverage Storytelling: Use storytelling to create compelling narratives that resonate with different stakeholders. Highlight employee achievements, partner success stories, and community initiatives to build a relatable and engaging brand story.
Unleash the power of your leaders: Sharing and caring as a company is brilliant, but remember that people build relationships with people. Get your leaders to show their human side. Whether it’s showcasing their knowledge, experience, opinions or values, making it human really works.
Utilise Multiple Content Formats: Different stakeholders prefer different types of content. Mix things up. Blogs, videos, podcasts, webinars, infographics, social media updates—the choice is yours. And as this article discusses, don’t forget to repurpose!
Encourage Interaction: Foster a two-way communication channel by encouraging stakeholders to interact with your content. Prompt questions and ask for feedback. Remember to respond to comments to create a sense of community and involvement and avoid undoing all of your great work.
Highlight Shared Values: Emphasise the values and goals you share with your stakeholders. Content that aligns with their values is more likely to resonate and create a deeper connection.
Track and Measure Engagement: Use analytics tools to track the engagement levels of your content. Identify which pieces are performing well and understand why so you can replicate successful strategies and continuously improve your content. Oh, and did we mention the importance of repurposing your content?

Conclusion

Engaging all your stakeholders is not just a strategy; it’s a necessity. Businesses can build a cohesive brand image, foster loyalty, and drive sustainable growth by creating content that resonates with employees, customers, partners, investors, and the community.

As we said, your marketing is powered by more than potential prospects on social media. It’s powered by each and every one of your stakeholders. Don’t leave them behind.

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Why Content Repurposing Is Your Go-To Best Friend

Let’s face it. Whether you are a business owner or work in marketing, consistently creating fresh, engaging content is not just daunting; it can be creatively draining and oh-so time-consuming. However, with a little tweak to your strategic approach, you can significantly remove the above challenges by reusing existing content in new formats. Put simply, you can extend the life of your content, reach broader audiences, and enhance your overall marketing efficiency. And what’s not to love about that?

Join us as we explore why content repurposing is an essential tactic, its benefits, and some practical tips on how to do it.

Why Content Repurposing is Important

It Extracts More Value From The Work You Have Already Done: Creating high-quality content requires heavily investing your time, effort, and resources. Being innovative and building a repurposing strategy will enable you to maximise that return by extracting more value from existing content. Instead of creating new content from scratch, repurposing allows you to extend the life and reach of your current assets. Essentially, you get more out of the content you have already created.
It Reaches Further: Not only will you find a solution to engage with people who prefer different types of content, but by repurposing content into various formats, you can expand the reach across multiple channels and stuff the algorithm, too, by sharing it multiple times over a period.
It is Such A Waste Of Your Time Not to: Imagine this. You’ve spent hours writing a brilliant blog. Day’s on a white paper. You just delivered a killer webinar. And you only share it once. Once??? With content repurposing, you can share a blog multiple times just by creating a new social graphic each time. That white paper? It contains at least ten posts using the stats, quotes, and all the other wonderful insights. The webinar? We are talking about six posts, at least. The pre, live and post-event content is there for the taking.

Benefits of Content Repurposing

Consistency Across Platforms: From what to write to thinking of another new idea to finding something fresh to talk about, be honest; maintaining a consistent presence across various social media platforms is exhausting. Repurposing content ensures that the stories you want to tell are told with less effort while also adapting to each platform’s unique characteristics. It’s a great way to build consistency, trust and brand recognition among audiences. And makes you less knackered.
Efficient Use of Resources: Content repurposing reduces the need for constant content creation, allowing marketing teams to focus on other strategic activities. It leverages existing resources effectively, making the content creation more efficient and less resource-intensive. Nice.
Prolonged Content Lifespan: Content has a limited lifespan, especially on fast-moving social media platforms. Repurposing extends the life of your content by giving it a glow-up and reintroducing it in new formats. This ensures that valuable content generates engagement long after its initial release.

Tips for Effective Content Repurposing

Identify High-Performing Content: Start by identifying content that has performed well in the past. Look for blog posts, videos, or social media updates that received high engagement. These pieces are prime candidates for repurposing.
Choose the Right Formats: Consider how the content can be transformed into different formats. For instance, a detailed blog post can be turned into an infographic, a series of social media posts, or a video tutorial. Ensure that the new format aligns with the preferences of your target audience.
Update and Refresh: When repurposing older content, update any outdated information and refresh the visuals to keep it current. Adding new insights or perspectives can also enhance the value of the repurposed content.
Leverage User-Generated Content: Phone a friend. Ask your clients, team and customers (basically all your stakeholders) to create content related to your brand. User-generated content, such as reviews, testimonials, and social media mentions, can be repurposed into engaging posts, stories, or case studies.
Create a Content Repurposing Plan: Develop a strategic plan for repurposing content. Schedule regular reviews of existing content and map out how each piece can be repurposed across different platforms. Get your planning right, and you will have a steady stream of fresh content without overwhelming yourself or your marketing team.