1) Video Content is where it’s at

Almost 50% of people search for videos that relate to the product they want to buy prior to pur-chase. But as well as showcasing your product, it’s highly advisable to also skirt slightly around it by offering things such as video manuals, guides or animations which reward and inform the con-sumer and don’t simply seek to commercialise their experience.

And at this moment in time, video user content is hot. And for good reason. It creates a sense of trust and brand community. And it also makes content more shareable on social media since its consumer origin means it’s viewed with less suspicion. To see how big businesses do video content at its best, check out gopro and Kraft Foods

2) Outsource content creation or have an in- house resource

Entrepreneurs or executives within a business are generally best not getting too caught up in con-tent creation. They should apply their acumen and talents elsewhere to expand their business. This is the best way to channel the talent and commercial instincts that are usually (but not always) required for someone to strike out and set up shop in the first place.

Also, the fiercely competitive world of content marketing means that with diligent research there’s quality work to be had cheaply. It’s little wonder, then, that approximately 65% of mid to large sized businesses outsource content or have bespoke teams.

3) Offer free product or prize incentives

This shouldn’t cause panic in the hearts of businesses as there are prudent ways to approach this. Take a cue from Japanese clothing company, Uniqlo. They created a limited number of posters with unique barcodes which customers had to photo and upload to get free stuff. This meant they generated a massive amount of online heat in exchange for the controlled financial hit of giving away limited amounts of free clothes

The free product idea can also be applied to a brand’s ethos to help foster a sense of identity that the consumer can relate to or even admire. Zappos.com, a trailblazer in e-shoe commerce, have a policy of free shipping and a 365 day money back guarantee return policy. So they developed a brand identity built upon the integrity to be found in their commercial incentives

4) Be brilliant at non self-promotional content

Many of us have a deep-seated suspicion of brands who blow smoke up the own behinds, so it’s good to go as far as possible in the other direction. Nike identifies with edginess and individualism, Red Bill with adventure. And check out Colgate who go for a kind of insightful and informative jour-nalistic overload that was traditionally the preserve of high end periodicals.

Obviously small businesses can’t compete with the budgets of the big brands, but creating content that stands alone as fun, funny, informative (or all 3) is a lesson everyone can take away.

5) Work with influencers to create exposure

Obviously, small businesses can’t very well go out and get a David Beckham product endorsement. However, it’s possible to think inventively about who you want to influence your brand and how. Some of the most successful influencers of recent times include Kelly Lund and her wolf dog for Mercedes Benz - and they were hardly A-Listers.

Equally, Lagavulin whiskey created a viral video, receiving 2 million hits in a week, around Parks and Recreations star Nick Offerman who, amusing as he is, is not bank-breaking. From this, we should all be able to take heart that gutsy, well-priced and left field influencer choices can bring about great success.