Does Size Matter? How Small Content Teams Can Drive Big Results

Does Size Matter? How Small Content Teams Can Drive Big Results

Gone are the days of mammoth marketing campaigns backed by mammoth budgets.

*checks notes* OK, that’s not strictly true. Let’s try that again…

Gone is the need for mammoth marketing campaigns backed by mammoth budgets.

That’s better.

You’d be forgiven for assuming that success in the content marketing world - generating unique and high-value ideas and conceiving, executing and promoting these ideas - relies on manpower.

In short, you’d be forgiven for assuming that successful content relies on a big content team.

But this just isn’t true.

That’s why, today, we’re exploring how small content teams can drive big results to prove once and for all that size doesn’t matter...when it comes to the size of your content marketing team.

Budget doesn’t mean results

Content marketing doesn’t work in quite the same way as more traditional marketing approaches, like print and radio advertising for example.


Google doesn’t care about your budget.

By that we mean that, if you’re utilising content marketing as a means of optimising your website for organic search, then its success or failure can be primarily attributed to one thing: the quality of content.

Google’s algorithm doesn’t care how much that world-renowned agency you hired cost. Nor does it care how many impressions your paid social media promo received. It cares that you’ve created authoritative and engaging content that provides readers with authentic value.

So, what does this mean?

In short, it’s the embodiment of the old mantra ‘quality over quantity’. Splashing lots of cash doesn’t always guarantee high-value content creation. Small content teams writing for small businesses have just as good a chance of driving results as big content teams writing for big businesses.

It’s a fair race where everyone starts from the same point. The only way to win? Ensure your content is the best.

Content is the gift that keeps on giving

Good content teams know that, if you work hard to create good content, that content will work hard for you, too.

Sure, big content teams have greater resources at their disposal and can turn around more content more quickly than their modestly sized counterparts.

But, at the risk of sounding like a broken record, quality over quantity!

While big content teams may rush to tell you they pushed out such-and-such an amount of content this month, good content teams will recognise that less content can be utilised to drive greater results.


It’s recognising how the Pareto Principle - that 80% of your results will come from 20% of your activity - pertains to the content you produce. By pinpointing which themes, formats and ideas resonate best with your readers, you can better understand what content drives results - and then capitalise accordingly.

One of the most effective ways of doing this is by repurposing content. Got a blog post that drove plenty of engagement? Reformat the main lessons and talking points as nifty infographics, handy podcasts and more - the possibilities are endless.

It’s all about fully understanding your brand and audience, and creating the content that best embodies and embraces these elements.

And when you take it all back to basics, that’s content marketing in a nutshell.

It’s not about throwing dart after metaphorical dart until one hits the board. It’s about knowing which dart will hit the board and throwing it.

High-quality content is aligned with the wants and needs of its audience, and that means the success of your content rests on commercial awareness and creativity alone.

To summarise? When it comes to the size of your content marketing team, size doesn’t matter.

Here at Paragraft, our small team of content marketing experts know exactly how to tick all the right boxes - so why not back David over Goliath and get in touch today?