How Breakthrough Content Marketing Programs Drive Higher SMB Profits

BY Rachel Cagle
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Are your small to medium-​sized business (SMB) clients worried about reaching their sales goals this year? It may be time to reexamine their content marketing approach. Here are some breakthrough content marketing programs to go over with them.

How Breakthrough Content Marketing Programs Drive Higher SMB Profits


These content marketing approaches for your SMB client aren’t going to require a lot of extra work. According to a recent post by Adobe, increasing profits through content marketing can be all about repurposing.

You and your client have probably worked together to come up with some highly engaging and informative content already. It just may not have gotten in front of the right audience yet. Or perhaps it could use a few tweaks you hadn’t thought of before.

In either case, repurposing content is a great way to get the results your client wants. According to Adobe, 70% of SMB owners have repurposed content. After doing so, they saw an average rise in engagement of between 11% and 25%. Another 76% say they experienced up to a 25% increase in conversion rates.

Overall, repurposing content can result in a slew of benefits, including:

  • Saving time: 54% of SMB owners who repurpose agree that this is a perk
  • Improving brand visibility: 52%
  • Enhancing audience engagement: 45%
  • Reaching new audiences: 37%
  • Increasing conversion rates: 21%

Here are a few ways to add repurposing to your SMB client’s content marketing programs that, on average, increase:

  • Website traffic: 62% of SMB owners who have tried this tactic say they saw this result
  • Engagement (including likes, comments and shares): 50%
  • Conversion rates (including leads and sales): 37%
  • Revenue increases: 37%

Take Advantage of Social Media

Hopefully your client has already been utilizing video ads. After all, 50% of marketers say that video helps them meet key performance objectives more than any other ad format. Whether it’s a TV commercial or online video, these ads resonate well with consumers.

But if your client’s video ads haven’t been performing as well as they should, change things up. It could be time to repurpose them onto a different platform.

Adobe recommends repurposing existing video content for TikTok, Instagram and other social media platforms. TikTok, Instagram Reels and YouTube Shorts are simultaneously popular and up-​and-​coming platforms. They all have a wide reach across every generation of consumer. 

Plus, 66% of consumers don’t want to watch videos that are over a minute long, anyway.

Video to Written Content

Another of Adobe’s recommended successful content marketing programs is turning your client’s video content into written content. Your client’s videos need to be short to hold consumer attention. However, written formats like blog posts and white papers have no such stipulations.

Take your client’s video content and expand it to give the target audience more information on subjects they’re interested in. For example, you can easily turn a How-​To video into a How-​To Guide. Plus, written content gives your client more chances to use keywords to be found in online searches.

Blogs to Infographics

If your client already has a lot of long-​form content as a result of their content marketing programs, don’t worry. Take that copy and turn it into a more digestible, visually-​appealing format that isn’t a video: an infographic.

Infographics are a great way to winnow down a lot of data. They are great for the most important aspects and show them off all at once. They’re also an easy format to share.

Find out which types of content your client’s target audience is most receptive. It is important to conduct research before making changes to their content marketing programs. That information is available on the audience’s profile on AudienceSCAN on AdMall by SalesFuel.

Photo by: Brooke Cagle