For small business owners, genuine insights are always in high demand

Small businesses always need more actionable information. If they’re among your customers, providing them with content they can use is a simple approach that immediately differentiates you from your competitors. If your value proposition is entirely unique, it will help those business owners better understand what you can do for them as well.

By nature, small businesses have limited resources in terms of both gathering information and distinguishing between solutions—solutions like yours—which they need to succeed.

If you’re not offering up useful information alongside your product or service, you risk becoming only so much white noise in a market crowded with hollow sales pitches. Worse yet, your prospects might not understand your product or service at all.

Becoming a True Asset Is Easier Than You Think

With the right resources, there are a few easy steps you can take to deliver that valuable content and put your value proposition over the top.

1. Ask your prospects what’s important to them

Simple market research at scale can tell you a lot about the conversation you should be having with prospects—conversations they want and need to have. If you’re not listening to them, you’re sending the wrong message, guaranteed.

2. Get insights that can help them

What are some prospects doing that can help others succeed? They may not be sharing their stories directly; scaling out market research can turn your content into an asset they never knew they needed.

Identify the pain points you can talk about—problems your product or service can solve

Go to market knowing exactly how your value proposition will resonate with your target audience. Avoid putting too much emphasis on topics that aren’t important to them while emphasizing the ones that are.

3. Dig even deeper and become a real, long-term asset

With the right resources, you can get truly deep insights for prospects they can’t find anywhere else. When you get insights at scale, you can drive winning content for extended periods and become a staple within your target market.

Make your first step into inbound content development a smart one. The right data will open the door to eager prospects. You’ll realize the step from obscurity to loyalty is shorter than you think.