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Why Small Content Wins Almost Every Time

By Joe Pulizzi | Published: May 14, 2010

I’ve been all over the world over the past year talking with marketers about their content projects.  In most companies, there is a focus on big content.

I love you contentWhat’s big content you say? Big content means large content projects such as custom magazines, lengthy newsletters, virtual events, large customer events, etc. These are content initiatives that are complex, take lots of time, planning and review and are dependent on many people for success.

There is nothing wrong with big content.  They are essential for most brands.  We need custom magazines to develop long-term relationships with customers and provide real solutions to our customers’ needs.  We need in-person events to meet with customers face-to-face and show them we appreciate their business. There is certainly a place for big content, but not at the expense of small content.

Let me give you an example.  Men often save up for large presents for their significant others over critical dates.  Birthday. How about some jewelry? Mother’s Day.  How about a spa day? Anniversary. Maybe a trip or cruise is in order.

I’m sure most women love these big gifts. But that’s not what keeps the relationship going.  It’s the small things.  The note you left on the bathroom mirror. Doing the dishes without prompting. Cleaning up the house. Making the bed. Taking the kids out for an hour or two. An “I love you” or a “You’re beautiful” that wasn’t expected. That’s the glue that holds relationships together.  That keeps the love going. The small, unexpected gifts.

The same holds true for your content initiatives. The custom magazine is fantastic, but what your customer really likes are those daily blog posts, periodic Twitter updates, weekly enewsletters. It’s the small content that truly builds the relationship that makes the big content that much more powerful.

While both big and small content is needed, if you had to pick, small wins out every time.  Taking your wife on a cruise once a year without doing all the little things in between is a recipe for separation.

Don’t get stuck on big content as the expense of small content.  If there is one thing I see wrong with larger companies, it’s this fascination that big content is better.  It’s not.

Image Credit: Shutterstock

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  • http://www.spotonvision.com ingrid archer

    Nice post, and it is very true; and then as an extra argument to get started..many companies end up doing nothing with their content strategy because they don’t know where to start, they only think BIG and are too much of a perfectionist. Just keep it simple and don’t over-complicate is my advise. Just get started.

  • http://bit.ly/irgco2 Elizabeth B.

    Thanks for the post. Building relationships with customers take baby-steps. It’s the small things that build the foundation of those relationships. I agree with Ingrid’s comment, “Just keep it simple and don’t over-complicate.” Nice comment!

  • http://www.rinforsideweb.com/blog/ Rinforsideweb

    Informative post and very true. Sometimes most people do not know where to start. In fact they complicate their content campaigns — because, they want to start BIG. There is nothing wrong with thinking BIG. As long as it does stop you from starting. So “JUST START” your content campaign even it means starting small. Then watch and learn as it grows BIG.

  • http://www.marketinginprogress.com Brett Duncan

    Great analogy on how marriage makes this point (and so true!). Another benefit of keeping it small is that big gets overwhelming fast. As one of the comments mentions above, just starting, just jumping in, normally solves a lot of perceived issues.
    bd
    @bdunc1

  • http://www.crearecommunications.co.uk Nicola Connolly

    So very true! Nice analogy :)
    Doing that little bit extra for your customers will certainly take you a long way.

  • http://www.contentfactor.com Paul McKeon

    Joe, I would add to your analogy that the content, big or small, has to be driven by what the buyer wants, not what we want. Big initiatives often fall into this trap. They come about because of our internal drivers, not the customer’s. A husband has to give his wife the earrings she has her eye on, not a new lawnmower. http://bit.ly/bkVLkl
    With blogs and tweets, content is getting smaller, but keeping up is a challenge for marketing executives who like to think in terms of big satisfying projects, like a cruise. Continually generating small content, like weekly blog posts, is a shift companies are still wrestling with.

  • http://www.AdSenseHome.com khush-Adsense Information

    So true and the example perfectly illustrates the idea.

  • http://blog.karolzielinski.com Karol Zielinski

    Absolutely true. Great article Joe.

  • http://www.ecommercezen.com/ Rick WAtson

    I really like this post. I think it’s a good reminder for product marketers as well.

  • Tiina Saaristo

    Great post. This really touched me, for applying the insight in my private life, too. Thank you!

  • Rachel Agheyisi

    Great reminder, Joe.
    Paul McKeon’s comment above is spot on regarding the “proper driver” for content: focus on the recipient’s needs.
    I’d add that case studies (less than 3 pages long) are also good stay-in-touch small content.

  • http://outcomemarketing.com Karilee the Marketing Coach

    Nice analogy. The same applies to client contact. I’ve seen companies send out annual reports or fund raising packages, but never maintain contact during the year.
    While “big content” is great once in a while, missing out on the small touches really means there’s nobody there paying attention. Small content (or contact) IS the glue that maintains the relationship.

  • http://outsourcing-services.net Philsm

    I agree with your example, small things is very important especially to a relationship. That’s what keeps the relationship going. :-)
    Thumbs up!