How to Create a Simple Content Strategy for Your Small Business

Creating a content strategy can seem overwhelming for small business owners. You know you need to publish content regularly, but where do you start? What should you write about? How do you keep it all organised?

The good news is that a simple content strategy is all you need to attract and grow your audience. In this guide, I’ll show you a clear, step-by-step approach that you can follow — even if you only have a couple of hours a week.

Let’s break it down.

Step 1: Define Your Goals

Before you create any content, you need to know why you’re doing it. What do you want to achieve with your content?

Common Goals for Small Businesses:

• Grow an Email List: Get more subscribers who you can market to directly.
• Increase Website Traffic: Attract potential customers through organic search (SEO).
• Generate Leads and Sales: Convert readers into paying customers.
• Build Authority: Establish yourself as a trusted expert in your industry.

Step 2: Understand Your Audience

Who are you trying to reach with your content? The better you understand your audience, the easier it is to create content that resonates.

Ask These Questions:

1. What problems do they face?
2. What information are they searching for?
3. What type of content do they consume? (e.g., blog posts, videos, newsletters)

Step 3: Choose Your Content Types

You don’t need to do everything. Pick the types of content that are most effective for your audience and manageable for you to create.

Popular Content Types for Small Businesses:

1. Blog Posts: Great for SEO and providing detailed information.
2. Videos: Effective for tutorials and product demonstrations.
3. Email Newsletters: Keeps your audience engaged and informed.
4. Social Media Posts: Share quick updates, tips, or links to your longer content.

Step 4: Plan Your Content Topics

Create a list of topics that are relevant to your audience and align with your goals.

How to Find Content Ideas:

1. Google’s “People Also Ask”: Type a keyword related to your business and look at the questions people are asking.
2. AnswerThePublic: Generates questions and topics based on search queries.
3. Customer Questions: What do your customers frequently ask?

Example for a Plumbing Business:

• Blog Post Idea: “5 Easy Fixes for a Leaking Tap“
• Newsletter Topic: “How to Prevent Blocked Drains in Your Home”

Step 5: Create a Simple Content Calendar

A content calendar helps you stay organised and consistent. You don’t need anything fancy — a simple spreadsheet or a calendar tool will work.

Content Calendar Example:

Step 6: Promote Your Content

Publishing content is just the first step. To grow your audience, you need to promote it.

Promotion Strategies:

1. Share on Social Media: Post links to your content on platforms like Facebook, LinkedIn, or Twitter/X.
2. Send to Your Email List: Include your latest blog post in your weekly newsletter.
3. Engage in Online Communities: Share helpful content in forums or groups where your audience hangs out

Step 7: Measure and Improve

Track how your content performs so you can improve your strategy over time.

Tools to Use:

1. Google Analytics: See how much traffic your content gets.
2. Google Search Console: Find out which keywords bring visitors to your site.
3. Email Marketing Tools: Track open rates and clicks for your newsletters.

Finally

A simple content strategy doesn’t require complicated tools or hours of work. By following these steps, you can create content that attracts your audience, builds trust, and grows your business.