Content Marketing: A More Cost-Effective Investor Marketing Approach for Small Caps

It is extremely difficult for micro- and small-cap issuers to:

  1. Gain traditional media coverage

  2. Gain sell-side research coverage

  3. Gain a profile with institutional investors

  4. All of the above

So what are smaller public companies to do? How can they best allocate their investor relations resources? One of the most cost-effective, yet often over-looked or poorly executed, options is to focus on content marketing.  Compared to the time, money and effort used to book and attend meetings with brokers, fund managers and analysts as well as travelling to attend conferences (if you’re lucky enough to be invited), content marketing can be used to get exponentially more eyeballs from targeted audiences to learn about and follow your company’s story.

So, what exactly is content marketing?

Well-executed content marketing is strategic marketing focused on creating valuable and compelling content and then distributing that content to grow awareness and drive engagement amongst targeted audiences. In addition to valuable and compelling content, companies need to build channels specific to their company (and/or leveraging channels specific to their industry) and attract targeted audiences. We’ll cover building channels and attracting your targeted audiences in later posts.

Valuable, compelling content is King!

Content marketing can have a positive effect on your bottom line, but if it's not done well, you're wasting your time. Most of the time, you only get one chance to win over your audience. You must make sure the content you are sharing is both valuable and compelling.

Here are five suggestions for getting started with content marketing:

  1. Convert existing information and communications into quality content that can appeal to more people;

  2. Increase the distribution of existing content to a broader audience;

  3. Update, improve and re-envision content where appropriate or necessary. Generally this is less expensive than creating content from scratch;

  4. Assess your website content to determine whether this content provides value to your prospects and visitors and is optimized for search. It should be updated on a regular basis and accessible across device types; 

  5. Transform financial information and performance metrics into useful content. Think about how to chunk and enliven the information so that it’s more useful.