A Guide To Creating Content For Small Businesses
This weekend I spent a lot of time on my own. For me, this usually means working on my business rather than in the day-to-day operations and this weekend was no exception. In the moments when I wasn’t deep into listening to a business growth podcast or revising my marketing strategy, I found myself aimlessly scrolling through my social media feeds.
By Sunday, I was so exhausted by the endless stream of ads and posts – all proclaiming the latest “get rich quick” schemes or “one simple trick” to explode your followers—that I considered deleting all my accounts.
It was a huge reminder of the noise and clutter that social media often brings into our lives, particularly for us as small business owners. This experience prompted me to write this blog post to remind you all of the different types of content opportunities that exist outside the realm of social media.
When we hear the word content, many of us instantly think ‘Social Media’ and either run a mile or spend hours working on it without a strategy. Content creation goes far beyond Instagram, Facebook, or Twitter, which can be equally, if not more, effective in growing your small business.
Understanding what is meant by ‘Content’
Content is definitely king, but what do we mean by ‘content’?
It goes far beyond social media posts. It encompasses everything from the written word on your website, blog posts, email newsletters, informative YouTube videos, and ebooks, to traditional paperbacks, podcasts, webinars, online courses, infographics, whitepapers and case studies.
Creating a Content Plan
The first step away from social media is to develop a content strategy that aligns with your business goals. By identifying types of content that will most effectively engage your target audience. You then need to organise these into a manageable plan.
Identify Your Audience’s Preferences: Understand where your audience spends their time besides social media. Do they enjoy listening to podcasts? Or do they prefer reading blog posts or ebooks?
Set Clear Objectives: What are you aiming to achieve with each piece of content? Whether it’s brand awareness, lead generation, or customer education, your goals should control the content you produce.
Develop a Content Calendar: Plan your content. This helps maintain a consistent schedule and reduces the stress of last-minute content creation.
Measure and Adapt: Regularly review the performance of your content. Which types work best? Adjust your strategy based on these insights.
Change it up!
While the appeal of viral social media posts is strong for most, other content formats can be more suited to certain audiences.
Email Newsletters: Perfect for in-depth communication directly to your interested audience, offering updates, insights, or exclusive content.
Blogs and Articles: Excellent for establishing thought leadership and improving SEO, which enhances your website’s visibility and authority, ultimately increasing leads.
Podcasts: Allows for personal conversations with your audience, perfect for storytelling and sharing experiences or expertise.
Tools and Resources
Various tools and platforms can help you create high-quality content. Content management systems (CMS) like WordPress make blogging straightforward. Platforms like Mailchimp simplify sending out well-designed and engaging newsletters, while podcast hosting services streamline the process of podcast production and distribution.
The idea of effective content marketing lies not in the quantity but in the quality and relevance of the content you produce. By looking beyond social media, you not only cater to the preferences of your audience but also build a more resilient and flexible marketing strategy that can outwit the algorithm and social media trends.
I know it’s hypocritical that I post these musings on social media but I know that’s where a lot of you feel forced to spend your time.
The true power lies in reaching audiences where they feel most comfortable and valued. Think outside the box!
