Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources

Abstract

Despite the growing literature dealing with social media marketing (SMM) in small and medium-sized enterprises (SMEs), one area that has not been fully explored is the creation of the content itself. SMEs typically do not have the same resources available that larger companies possess. Therefore, they have to find alternative ways to compensate for this weakness. This study analyzes SMEs’ SMM content creation, specifically on Facebook. By first scanning existing literature for essential factors for content creation, a theoretical foundation for the empirical part is presented. A qualitative approach was applied through the use of semi-structured interviews with eight SMEs. The findings suggest that it is difficult for most SMEs to efficiently use available resources, but also that minimal resources are required to create engaging content. Moreover, SMEs are typically aware of the majority of elements that influence content creation, at least to a certain extent, and that they should have established processes and routines to overcome the burden of limited resources. The study concludes with directions for future research and practical recommendations.