At RSL Media, we like to think we have a good handle on the answer to the question above . That’s because for over 10 years we ran a highly acclaimed media company that served small businesses.
However, when you don’t live in the world of business owners, it is easy to be thrown off by what you see on the web–especially with headlines like “Why Your Business is Like a Nursery School”.
When creating content for business owners, it’s important to understand the difference between what is important to them vs. what they want to read about. For example, many survey results say that business owners are concerned about taxes. But that doesn’t mean they want to read very much on the topic.
Another key point: Interests vary by size of company. At the risk of generalizing, we have found that you can divide business owners into two groups. (Of course, those numbers are just a guide but I can tell you that they are pretty close.)
Business with 25 or fewer employees
Owners of this size business are obsessed with sales and marketing. Topics of perennial interest include:
- Sales techniques & processes
- Understanding and identifying the target market
- Marketing that works and is not very expensive
The subtopics easily go into the dozens.
Business with more than 25 employees
These business owners/CEOs are still very interested in revenue growth but have started to find their way. So while sales is still very important, the focus is turning to “people” issues. Hot topics include:
- Culture
- Empowerment and delegation
- Finding great talent
Of course, there are other characteristics to consider, and we’ll write about them in the future–issues like “growth vs. lifestyle CEOs” and differences by industry. But the above is a good starting point.
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