We all know what Red Bull does. Sponsor radical sports and audacious attitudes, and then make an amazing trans media campaigns, with images, videos, and amazing Pinterest boards. And it’s amazing.

As small companies, sometimes, all we can do is to stare at this strategies with awe and hungry eyes, sigh and get back with our small marketing team and budget.

But as some specialists say, limitations breed creativity, and it’s perfectly possible to achieve great results with a consistent strategy and persistence.

In this post we enlisted 3 small companies that overcame their limitations to do amazing Content Marketing and achieve their brand and business goals.

Small companies that use Content Marketing to grow

BufferApp- Blogging and Guest Posting that Rocks

Buffer started, since the beginning, a very community-focused company. One of their first experiments, a landing page on “would you like to schedule your twitter posts” with a subscribe link had a lot of hits.

Buffer focused most of their efforts on Content Marketing and Guest Blogging to grow their user base. Both of the founders used to write about entrepreneurship, social media efficiency, how to use social media for success to small business and other start-ups like them. As key arguments, they used data and also illustrated it with tons and tons of field experiences.

When they grown a little bit as a company, one of their first actions was hire a professional blogger, Belle Beth Cooper that did an amazing job. Right now, the role as main writer belongs to Kevan Lee.

Their blog itself has grown so much that became a space for guest blogging too.

Leo Widrich, Buffer founder and their first main blogger, says that one of the main benefits of blogging and guest blogging are the network of relationships you can create. It’s great for growing your user base and the number of company supporters.

They didn’t have a big budget or tons of people to write their content. It was more a matter of focusing efforts, trial and error, having some ideas clear and, well, writing, writing and promoting and writing.


Mint is a personal finance tool, that, as a very very personal application, started using content marketing as a way to growth, as, being a product with several privacy concerns from their users, their viral growth

Besides blogging on personal finance, they put together some beautiful infographics, that for their interesting and friendly approach to a, in general, dull content, got featured in many portals and big news sites.

Their main goal, that is to help people to take better care of their money in a easier way, flows all over, both their product strategy and their content marketing.

Here’s a description for how their system worked, in the words of their founder, Jason Putorti: “We focused on building out a unique personal finance blog, very content-rich, that spoke to a young professional crowd that we felt was being neglected. Eventually the blog became #1 in personal finance, and drove traffic to the app. Our app didn’t have a high viral coefficient but we had content that was. Our infographics and popular articles became regular hits on Digg, Reddit, etc.”

They keep on publishing great stuff around, now with a bigger team. And you can check their amazing infographics in their Pinterest account or at Visualy, a infographics creation tool, if you feel like creating infographics yourself.

Lauren Luke

This brand has an amazing story. Lauren, a taxi driver that started selling makeup on Ebay, decided to put some videos on Youtube, in 2007, on how to use the products she was selling.

Her first videos were very amateur-like, self edited, 0 budget. But they were effective and helped a lot of women in the UK to get amazing makeup tricks. And she got featured as Youtube partner, and Sephora launched a brand with her name, that is getting more and more complete, with brushes, and better videos.

She decided to start doing the videos as a massive response to the emails she was getting from her clients, on how to apply this or that mascara, or how to make smoky eyes, etc.

Lauren Luke is the mother of makeup tutorials of the Internet. What started as a side-job and amateur videos, became a big brand on cosmetics.

I found this case specially interesting for two reasons:

1. This is not a SaaS company

2. Has to do with low-budget videos.

Of course, right now there’s a ton of competition on online videos and tutorials. But the trick is: she didn’t tried to be someone else. Just doing what she did, and showing it to the world, (she identifyed herself with a product), and chose well her channels (ebay) and Youtube and, later, key partners, like Sephora.

Key takeaways on Content Marketing for Small Business:

  • These companies highlight their own way to do things, always linked to their brand and products, and offer it as a value for their customers and readers.
  • You may not need a big budget, but content marketing takes time and a lot of efforts to get off the ground. Patience and constancy are keys for success. You have to find time for blogging, for promoting your content and to nurture your relationships.
  • These tactics can apply to any kind of business, not only SaaS.
  • If you have something interesting and useful to say to your customers, your content will thrive. You can improve on the execution on the road.
  • If you dedicate more resources to your Content Marketing, specially the human ones, you have a big probability of getting better results.