Your Business Is Full of Expertise. Why Is So Little of It Visible?

There’s a familiar moment in many businesses that you may recognise.

Someone from marketing asks a founder, CEO or senior leader whether they could write a post about a particular subject. The leader agrees in principle, because they know visibility matters. Then the request sits in their inbox for a week, perhaps two, because there’s always something more immediate to deal with.

Eventually, a draft appears that’s either far more cautious than the person sounds in real life, or so polished that it could have been written by almost anyone.

That’s not because the leader has nothing worth saying.

More often than not, it’s because the blank page is the wrong place to start.

Most leaders are already expressing valuable ideas every day. They do it in client conversations, team meetings, sales calls, presentations, industry events, proposals and the decisions they make when there is no obvious answer. They explain why something matters, what they are seeing in the market, where clients tend to get stuck and what they have learned through experience.

The problem isn’t a shortage of leadership insight.

It’s that much of that insight never travels beyond the conversation in which it first appeared.

That distinction is really important because businesses often treat leader-led content as a production challenge. They assume the answer is to ask senior people to post more frequently, provide them with a calendar or encourage them to become more active on LinkedIn.

But that can put the emphasis in the wrong place.

The question isn’t: how do we persuade leaders to become content creators?

The better question is: how do we capture the thinking they are already sharing and turn it into material that helps people understand the business more clearly?

The Social C-Suite report, Your Voice Matters, is helpful here because it explores a shift many leaders are already feeling. People increasingly encounter leadership publicly before they ever enter a formal conversation. They may look at profiles, read articles, see event clips, come across comments or search for a name before deciding whether a business, partnership or opportunity feels worth exploring.

That doesn’t mean every leader needs to become highly visible or turn themselves into a personal brand project. It means that a leader’s public voice, where it exists, has become part of how people form an impression of the business.

Our article on leadership credibility already makes that wider case: people want to understand the humans, experience and values behind a business. This article is about what happens next.

Because knowing leadership visibility matters is one thing. Finding a way to make it realistic is another.

The strongest raw material is often hiding in ordinary working life.

It may be a client conversation where a leader explains a complex issue in a way that instantly makes sense. It may be a recurring question that the sales team has answered dozens of times but never shaped into public content. It may be an event discussion that reveals a useful perspective on what is changing in the market. It may be a project debrief where someone articulates a lesson that would help prospects understand the care, judgement or expertise behind the work.

These are not manufactured moments. They are the moments in which leadership is already happening.

The role of content should be to notice them, capture them and give them the right shape.

That’s very different from inventing a persona for LinkedIn or putting generic words into someone’s mouth. It begins with what the person genuinely knows, believes and has experienced. It should retain their language where possible, reflect the nuance of their thinking and avoid turning every observation into a grand declaration.

Sometimes, that may mean one focused conversation a month.

A well-run discussion with a founder or senior leader can surface far more than a single post. It may reveal a central theme, several supporting points, client questions, real examples, stories, opinions and insights that can be developed into an article, a post series, an email, a website update or a future webinar theme.

That’s not because the content is being stretched too far. It’s because a thoughtful conversation usually contains more than one format can hold.

This is also where our Hidden Cost of One-Use Content and our friends at Social C-Suite reports meet. One looks at the value businesses leave behind when they only use content once. The other considers the importance of leadership voice in building trust. Together, they point to a missed opportunity that is especially relevant for SMEs: leadership thinking is often among the most distinctive material a business has, but it’s frequently left in meetings, calls and internal documents rather than being shaped into something people outside the business can encounter.

For marketing teams, a better capture process can reduce the pressure to chase leaders for last-minute ideas. Instead of starting with, “What should we post this week?”, they can build a rhythm around conversations that are already happening.

For leaders, it removes the expectation that they must suddenly become writers, social-media specialists or polished public commentators. Their role is to bring the perspective only they can bring. The work of shaping, editing and connecting that insight to the wider content plan can sit elsewhere.

For the business, it creates something more valuable than a busier social feed. It creates a public presence that is more recognisable, more grounded in real experience and more reflective of the people actually leading the work.

The question worth asking isn’t whether your leaders have enough to say.

It’s whether the business has a good enough system for hearing it.

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.

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.

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:

  1. 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.
  2. 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.
  3. 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.
  4. Ad optimisation: Platforms like Google Ads and Facebook Ads rely on AI to identify the most effective audience segments, keywords, and ad formats.
  5. 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.

The Colour Of Marketing, With Roger Jackson, SenseCheck

As part of our monthly content series, The Colour Of Marketing, we spend quality time listening to the thoughts and insights of the people who know what’s what when it comes to the world of SME marketing. In this edition, we talk with Roger Jackson from SenseCheck about the power of getting marketing feedback from outside your bubble.

Hi Roger, thanks for taking time to speak with us. Firstly, how did you get involved in the world of small business/SME marketing

I always had a vague career plan to start a business one day, but that was rather accelerated when I was “fired” from my corporate job. Well, it was called  “by mutual agreement,” but it gave me a buffer of cash to start my first consulting firm. From there, I launched various businesses, notably moving to Australia, before hitting on the Shopper Intelligence idea. I have been working on that system for the last 20 years, selling data to CPG companies and supermarket chains around the world.

What are the unique challenges SMEs face in marketing compared to larger companies?

Big brands have many inherent advantages. Being “well known” is a massive plank of how marketing actually works. Consumers buy the things they already know about to save mental time and effort. B2B buyers buy what others buy to feel safe. The brain itself conspires to stop us from noticing new things. In addition to that, the inevitable lack of resources, small budgets, few experienced people, difficulties in doing good market research, the inability to afford top agencies, and the challenges mount up. The final problem is that most SMEs are a hothouse where a small number of people live in a bubble of passion and belief, so they can be poorly placed to see things as the outside world does – and that harms marketing efforts.

What are some common mistakes SMEs make in their marketing efforts?

Allied to the point about being in your bubble, the main issue is talking too much about themselves and not enough about the customer. Given all the barriers to anyone accepting a new idea, your message has to work incredibly hard to punch in, and the only way in is to connect to your prospect’s world quickly and compellingly. The temptation is to imagine that your customers will automatically read your material and get interested in the marvellous things you are doing. They won’t. They don’t yet have any reason to. In B2B, SMEs are often also fearful of getting it wrong and being seen as flaky. Thus, their marketing ends up being horribly dull, which doubles down on a prospect’s lack of interest in reading about you!

How can limited budgets impact the marketing decisions of SMEs, and what strategies can help maximise results?

Low budgets mean SMEs can’t do marketing as the big guys do, ie long-term brand building using multiple media tools. Instead, an SME has to be like a sniper compared to a shotgun. A few things done well, precisely targeted to exactly the right people (at the right time). Good salespeople always knew to do that, to put effort where the best results were likely, and this applies to all other elements of marketing. Indeed, many in B2B are better off with a good salesperson and no marketing in the short term (it’s how we started). This is about defining a very tight target market and knowing as much as you can about them so you can get to them with efficiency and spot-on messaging.

In today’s online world, I think the secret sauce for small businesses is around content – producing genuinely helpful material that prospects love (and the Google algorithm appreciates). Answer their questions and share your expertise to help them (before you sell to them!) Second the ability to take creative risks and so brave things that stand out, buying more bang for your buck. The huge risk is that none of your marketing is noticed, so your money is wasted.

How can an external perspective help identify blind spots in an SME’s marketing approach?

The crucial thing is to be aware that you are in a bad position to judge any marketing work. If you are interested in creating the material, then you already know what you are actually saying. And guess what, you see that in it. You can’t help it. The only way to assess if your marketing is saying what you hope is to ask a third party. I lose count of how many ads I see on LinkedIn that don’t even say what their product is. That’s blindingly obvious to the advertiser, so they don’t notice its absence. You need a feedback tool. Market research may be available, but that can be tricky. We assert that any length of arms and independent and objective eyes can help. And by the way, this isn’t the same as showing it around the office (they are in the same bubble) or asking your friends (your mum). Most will just want to be nice to you.

What are the benefits of having an external expert review an SME’s marketing idea or strategy?

An external perspective will spot gaps (things you missed) and tell you if your material “works” well. That helps you refine it to get it to work better. But the reviewers might also ask questions and point out things that really make you think about your strategy. Just one suggestion could really shift the dial.

What should SMEs look for when selecting an expert to provide a second opinion on their marketing strategy?

You must find someone who will be truly objective and honest. That’s not easy. Agencies and paid consultants will want to maintain the relationship and retain you as a client. You must be sure that they place the truth over self-interest. Once someone has been involved with you for a while, of course, they “go native” too and hop into the same bubble as you. You really need to find fresh eyes on a regular basis.

How does SenseCheck work?

We have a huge panel of time-served marketers who are willing to look at any piece of marketing and give their thoughts. It’s like a confidential “phone a friend” for small business marketers. They have been there and got the T-shirt, and they will take a quick look and give you their immediate gut feel response. In effect, it acts as a proxy for your prospects when they see the same material. You get five independent points of view compiled into a simple report. Then, it’s up to you what feedback to act on. They aren’t there to make life hard or to slate you – it’s always helpful and constructive. The goal is to make you a hero.

How do you see the landscape of SME marketing evolving in the next few years?

AI will help us all generate more stuff at a lower cost. Maybe even better stuff. But by definition, more stuff in the world will make the competitive challenge even harder.

What role will companies like SenseCheck play in helping SMEs navigate future marketing challenges?

We hope that getting validation will become habitual and a necessary step in any marketing process. This will save a lot of wasted money and unnecessary stress and worry.

Are there any emerging trends in SME marketing that highlight the need for fresh perspectives?

AI promises much for marketers, but AI is just aggregating learning from material already out there. It can’t predict the effectiveness of what it generates. Moreover, it’s only responding to the prompt you gave it – which itself might not be exactly right. That step of validation is still crucial.

Thanks for speaking with us, Roger.

Next month, we will be speaking with author and LinkedIn personal branding expert Damian Corbet about how business leaders can better use their personal brand on LinkedIn to humanise the face of their business.

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.

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

  1. 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.
  2. 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.
  3. 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

  1. 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.
  2. 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.
  3. 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

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

Conclusion

Content repurposing is a powerful tool that enables businesses to maximise their content’s value, reach wider audiences, and maintain consistency across platforms. By efficiently utilising your resources, reworking the content you already have, and prolonging the lifespan of the content, you can enhance your marketing efforts and achieve better results.

Or you could ask us. Joke. Sort of.

Why An Employer Branding Strategy Is Important

What comes to mind when you think about your company’s brand? Maybe it’s the logo or the brand messaging, or perhaps you think about how the wider world sees your organisation.

Whilst these tend to be what springs to mind first, another element of a company’s branding is arguably as vital but often neglected. Employer branding is crucial to attracting and retaining talent for purpose-driven organisations. In our new world of work and ultra-competitive business world, it’s more important than ever.

In this post, we look at the benefits you can expect when you establish a strategy for employer branding and, crucially, how you achieve it.

Is Employer Branding For Me?

If you want to increase your job pool of qualified candidates, save money and improve how your company is perceived online, then yes!

For recruiting and talent acquisition, a positive employer brand is everything. In fact, you can actually save money on recruitment by having a strong employer brand strategy. 

Just think about a potential recruit logging onto your website to find genuine employees talking about how great it is to work at your company – it’s a smart way to entice those candidates without spending a penny on external advertising.

Creating Candidate Personas

You probably have buyer personas that help you create and target online content. Now, think about taking the same approach with candidates. Building candidate personas is a brilliant way of branding your company for potential recruits.

Consider demonstrating internal work culture with photos and videos generated by employees to genuinely showcase what it’s like to work at your company or compose blog posts on company events. Video testimonials are also a surefire way to give your employer brand a boost – current and former employees who’ve had a great experience working at your company can be your biggest advocates. 

These pieces of content can be seamlessly mixed in with your consumer-facing content through your social channels, and with a staggering 1 in 4 job seekers using social media as their primary tool for job searching and research, content like this can have a significant impact on the way future employees interpret your employer brand.

Don’t Neglect Career Sites

You have full control of your social channels and website, but your company is represented elsewhere on the internet too. Career sites like Glassdoor are go-to’s for potential recruits, so it’s important to pay attention to these websites.

As part of your employer branding strategy, you should dedicate time to address negative comments on these sites. Don’t deny issues from disgruntled former employees or get defensive – instead, address the issues and show how your company is working to improve and move on. You can never have total control over your employer brand, but you can help shape the narrative by being honest on sites like these.

CEO Branding

That’s right, it’s crucial that your CEO is factored into your branding strategy too. 

Think about some of the biggest companies in the world – Tesla, Microsoft, Meta – the CEOs of these firms are synonymous with their brands. Any news story about Tesla has Elon Musk’s face plastered all over it; ‘Meta’ and ‘Zuckerberg’ are connected in Perpetuum. 

The reputation of your CEO is closely tied to the reputation of the brand they lead. Research by Brand Finance found that particularly outspoken CEOs have the biggest influence on the way customers perceive their brands (and surprise, surprise – it’s not always in a positive way!)

CEO branding is not just for large corporations; in fact, it can be most effective in smaller start-ups and founder-run organisations. Demonstrating the founder’s expertise and putting them front and centre can help build trust among both consumers and investors.

Bringing out the best of the CEO without ensuing reputational liability is a very delicate balancing act and only works if the leader embodies and projects the core brand values. 

So, how do you harness this unique marketing tool? Here are 3 considerations when building your CEO brand:

  1. Define the CEO’s personal brand

Begin the process by defining the CEO’s executive personal brand. Work closely with the CEO for this piece of work. Consider their personality, strengths, vision, goals and just what sort of a CEO they are. 

  1. Look to the Future

Consumers want CEOs who are forward-thinking and able to anticipate their needs (sometimes before they even know what they want themselves.) Think about how Mark Zuckerberg articulates innovation at Meta – his ‘big picture’ thinking shows he welcomes change and growth and is undeterred by obstacles. He clearly expresses this long-term vision for the company (thinking in terms of decades, not quarters or years), stating the brands’ internal values in 2022 as – “move fast”, “build awesome things”, and “live in the future”. 

  1. Don’t be scared of failure

Once you incorporate your CEO into your employer branding strategy, you need to be prepared to embrace all that comes with that. Being seen is a huge part of CEO branding, so they need to be confident to get out there and show their face and be prepared that not everyone will like them all the time. 

When done well, CEOs are perhaps one of the most underrated marketing tools that you have at your disposal.

We hope you try out some of these employer branding tips. Not only will these techniques benefit employee retention and fuel talented applicants, but they can positively affect other aspects of your company as well.

How Developing A Purpose-Driven Employer Brand Helps Attract And Retain Top Talent

The last few years have seen a seismic shift in the behaviour and attitudes of the global workforce. Unless you’ve been living under a rock, you are likely all too familiar with the phrase ‘The Great Resignation’ (also known as the Big Quit and the Great Reshuffle.) The clickbait term has dominated the news the world over, but behind the headlines is a deeply concerning economic trend. The numbers are sobering:

  • 41% of employees are considering resigning from their jobs
  • UK job vacancies are at their highest since records began
  • One-third of workers report being unhappy at work

This major disruption was spurred on hugely by Covid-19 (during which record numbers of employees voluntarily quit their jobs) however, this crisis is not just short-term turbulence caused by the pandemic. The trend has been quietly bubbling away for the past decade, coming to a culmination as employees took stock of their priorities during the biggest health crisis in a century. On top of all this, and in spite of a looming recession, the trend shows no sign of slowing down.

The Times They Are A-changing

In the past, people could be tempted into roles by the promise of job security and decent pay. In today’s world, that just won’t cut it. Employees are seeking purpose. They want to feel invested in the work they do, and they want to know that their employer shares those values. 

Understanding the role of purpose and culture in today’s workplace is vital. As is recognising the needs of diverse employees and Gen Z recruits.

In order to find a remedy for the Great Resignation, it’s crucial that employers get to the root of why people are leaving and what needs to change to keep them. Now’s the time to go back to basics and build a strong employee offer that meets the needs of today’s workers. 

Putting the Employee First

With more open positions than there are workers to fill them, employees are truly in the driving seat, and they know their worth. In the most competitive talent marketplace in decades, a small salary bump is not going to cut it; employees want to:

  • Feel a sense of belonging
  • Have flexible working options
  • Feel valued
  • Have growth potential 

So, how do you go about putting these values at the heart of your employee offer and retaining the fantastic talent you have whilst attracting more great candidates to your company? 

It’s time for businesses to invest in developing purpose-driven employer brands. Here are five factors that can transform your current organisational culture into one that attracts new talent and motivates employees to stay.

  1. Purpose, purpose, purpose

Organisations with a well-defined purpose have a much better shot at attracting and retaining top talent. In fact, a recent Harvard Business Review study found that a staggering nine out of ten employees would take a pay cut for more meaningful work.

Employees are not only looking for purpose-driven companies, but they also want to know that their leaders live by those values too. Leaders who can embrace the company’s purpose and lead ethically are much more favoured by Millennials and Gen Z workers in particular. 

  1. Recognise greatness

McKinsey & Company’s research on the Great Resignation found that a majority (54%) of employees who quit their jobs felt that they were undervalued by their employers. 

Truly talented people aren’t highly motivated by money; feeling special is often more important to them. Treat your top talent like valued individuals, not like members of a group. 

Skilled workers know their worth. It’s key that employers do too.

  1. Flexibility remains critical

The pandemic made it clear that employees can be as productive (if not more so) in a work-from-home environment. 

Remote work has become normalised over the past two years and can be a real morale boost for workers. It’s a great option for businesses, too, as it significantly opens the talent pool, allowing employers to recruit from anywhere in the country or anywhere in the world!

Offering flexible hours is also an important perk for workers today. It’s a win for employees with families, who can plan around childcare and school pick-up times. It can also be a bonus for those commuting into cities from the ‘burbs –  avoiding a nasty commute during rush hour can be a huge contributor to workers’ wellbeing.

  1. Promote a culture of inclusion and belonging 

Adjusting hiring procedures with an eye toward diversity, equity, and inclusion (DEI) is a great first step toward greater workforce representation, however, it’s crucial that this work continues beyond the hiring stage.

Ensure DEI initiatives are embedded in your talent retention plans by promoting an employee experience that recognises the specific needs of all employees. For instance, some underrepresented groups (like working mothers) may be more inclined to stay working at an organisation if they offer flexible work arrangements. If you are not prioritising DEI, and the specific needs of underrepresented employees, then there will be an inevitable knock-on effect on staff retention.

  1. Practice what you preach

It’s all well and good taking a position on these retention and attraction efforts, but it’s crucial that your words and actions match the promises you make. Anything you say to attract new talent is meaningless if your internal environment and actions don’t support it.

We are experiencing a major shift in the workplace; it’s only right to consider your talent retention and attraction strategy with the same level of scale and ambition. Things are changing, and the businesses that don’t keep up will get left behind. 

13 Ways To Boost Your Personal Brand On LinkedIn

We’re all familiar with branding our business, but what about branding ourselves?

The past 18 months have been a turning point for many business leaders. No longer interacting at trade fairs and conferences, CEOs suddenly had a laser-sharp focus on their personal brand – and how that was represented online.

Working on your personal brand is an excellent idea if your offline reputation took a hit due to the pandemic. It helps sell and market you and offers a human element to your business. LinkedIn is by far the best platform for establishing your brand, but with so many people brand building, how do you get it right without getting lost in the sea of content?

A good strategy is essential, so here are our top 13 tips to start brand-building.

Getting the Basics Right

To start thinking about your personal brand, begin with the basics. Once you nail these elements, you can go on to think about content and outreach, but it all starts here.

  1. Remember – LinkedIn is your Living CV

Your LinkedIn profile is not something you fill out one day and then walk away from. Instead, it’s a living, breathing record of your achievements and career successes. So the first thing to remember when trying to ace your personal brand is to keep your profile updated – whenever you make a career move, speak at a conference or publish an article.

  1. Optimise Your Profile for Search

Did you know you can optimise your LinkedIn page for SEO?

Understanding your relevant keywords is a crucial aspect of understanding your personal brand. Determine the keywords you want to be found for when potential clients of employers search LinkedIn and use them in your headline, summary, and job descriptions. All the work you do to optimise your profile will be lost if you don’t choose the right keywords, as no one will discover your profile.

  1. Sell Yourself

Just as you would when talking about your business, it’s essential to sell yourself in your description. Again, be specific – include facts and figures to demonstrate your accomplishments, but keep it concise and to the point.

  1. Choose the Right Profile Photo

As with any branding, images are key. When people are skimming through your profile, the first thing they will spot is your profile photo, so it’s essential that the picture represents your brand.

Ensure your photo includes a clear view of your face and shoulders and is clear, crisp, and well-lit. You should be dressed professionally, and remember, a smile goes a long way!

  1. Don’t Forget Your Cover Photo

LinkedIn cover photos are another opportunity for you to shape your personal brand, so be sure to take advantage of this feature. Consider including your company’s logo or an image that reflects your profession. We’ve seen some great examples of company pages that include a CTA in the banner to engage visitors further.

  1. Make Your Headline Count

LinkedIn profile headlines are limited to 120 characters, so you need to get creative to make this prime real estate as effective as possible. Your headline needs to grab the reader’s attention and make them want to stick around. Once you’ve chosen your headline, test it on a mobile device too to make sure it works across devices.

Think Content

Now we’ve got the basics sorted, let’s take a look at how content can help shape your brand on LinkedIn.

  1. Write Articles

To have a chance of standing out in the crowded field of LinkedIn, you need to be creating your rich content. We know you’ve heard this over and over – that’s because it’s one of the best ways to demonstrate your knowledge and expertise and develop your brand on LinkedIn.

Most companies are sitting on a goldmine of information and data that would be interesting to your customers and/or peers; creating content is just about getting that information out there.

Even if you have a blog on your website, publishing on LinkedIn has specific advantages. All your connections get notified whenever you publish on the network, and you can choose to feature these articles on your LinkedIn profile.

  1. Create Brilliant and Diverse Content

The thing that will differentiate you from everyone else on LinkedIn is providing exceptional content that people simply cannot resist. Try to ensure this content is a diverse mix that represents all sides of your personal brand – videos, infographics, free ebooks, and live webinars are all great ideas.

  1. Reshare your top-performing posts

Keep a close eye on what posts perform best, and repurpose or reuse that content. They resonated with your audience, so take your own lead and let them inspire other content, and reshare those super-successful posts to get more traction.

Your Network
  1. Leverage Industry Influencers

Influencers are crucial to your personal brand – establishing relationships with influencers in your industry by mentioning them in posts can help boost your visibility on LinkedIn and affirm your personal brand for other users.

  1. Participate in Groups

LinkedIn groups are a powerful resource, especially as you develop your personal brand. Groups allow you to meet and mingle with other professionals in your industry and offer the potential of powerful connections and working relationships down the line.

There’s one crucial part to being part of these groups: participation. Comment, share content, offer advice and start conversation threads – this kind of engagement will mean you reap a lot more of the benefits of groups than if you sit on the sidelines.

  1. Keep an Eye on Connections

A huge part of LinkedIn is making and maintaining connections. Accept all requests that come in, even if you don’t know the person. The more connections you have, the higher LinkedIn will rank you, and the more others will see your profile.

  1. Engage

Crucially, you must continue to engage with LinkedIn for it to be an up-to-date authority on you and your personal brand. So regularly post, share, engage and keep your profile up to date. The more present you are, the more benefits you will get from the network.

LinkedIn is one of the most critical networks for personal branding; it’s a powerhouse tool to have at your fingertips, so we hope these strategies help you to make the most of personal branding on LinkedIn.