What Kind of Content Should A Small Business Owner Be Creating

As a small business owner, creating content can feel overwhelming, especially when you must wear so many hats in business. I hear you; I know exactly how you feel. However, producing the right kind of content can really have a massive impact on your visibility, customer engagement and overall business growth.

I’ve put together the following guide to help you focus your efforts effectively:

Types of Content to Focus On

Blog Posts

Blogs drive traffic to your website and improve your SEO by targeting the keywords that your audience is searching for.

What should you write about?

• Answer frequently asked questions in your industry
• Share how-to guides or tutorials to your product or service
• Provide insights or trends within your niche

For example, a florist could write ‘5 Seasonal Flowers Perfect for Spring Weddings’ to attract engaged couples getting married in Spring.

Video Content

Video content is really engaging and performs well on social media platforms such as Instagram, Tik Tok and LinkedIn. According to a recent study, 91% of businesses use video as a marketing tool.

What should you create?

• Short, behind-the-scenes clips to show authenticity
• Demonstrations of your product or service in action
• Educational videos that solve a problem for your audience

For example, a fitness coach could post a quick 2-minute video explaining how to perform a specific exercise.

Infographics

Infographics are visual, shareable and great for presenting data or processes.

What should you create?

• Step-by-step processes (e.g., how to use your service)
• Statistics or industry trends that resonate with your audience

A financial adviser could create an infographic on ‘5 Tax Deductions Every Small Business Owner Should Know’.

Social Media Posts

Social media keeps you visible and engaged with your audience.

What should you post?

• Quick tips related to your industry
• Client testimonials or success stories
• User-generated content (e.g., photos of customers using your product).

A bakery could post a customer’s Instagram photo of their customised birthday cake, tagging them for engagement.

Tailor Your Content to Your Audience

In order to create content that resonates with your audience, you need to know everything about them:

• Understand what their challenges are. What problems are they trying to solve?
• Speak their language. Use relatable, conversational tones to connect with your audience.
• Provide value. Every piece of content should educate, entertain or inspire.

For example, if you are a nutritionist and your audience is time-poor parents, create content like ‘5-minute Meal Ideas’ or ‘Quick Tips for Organising Your Family Meals This Week’.

Best Content for Specific Goals

If you would like to drive traffic to your website, then consider:

• Blog posts that are optimised with SEO keywords
• Video tutorials embedded on your website
• Infographics shared on Pinterest linking back to your website

If you are trying to increase your social media followers, then consider:

• Viral-worthy short videos or reels
• Interactive posts like polls, Q&A sessions or giveaways
• Consistent, visually branded posts using tools like Canva

If you are trying to showcase your services, then consider:

• Case studies or before-and-after visuals
• Testimonials shared in short video or text formats
• Highlight reels of your services in action

What to Create When You Are Short on Time

If you are juggling countless tasks as a small business owner, you can still create impactful content. Why not think about:

• Repurposing any existing content. Turn a blog post into a carousel post or a short video.
• Batch create social media content. Dedicate one afternoon to recording several videos or scheduling posts.
• Use templates. Canva offers pre-designed templates for social media, presentations and infographics.
• Leverage any content from your customers. User-generated content is key now, share photos, reviews or testimonials from happy customers.
• Quick wins: Post a tip of the day, share a quote or showcase a behind-the-scenes moment.

For example, a coffee shop owner could share a 15-second Instagram story of a barista creating latte art – simple, quick and engaging.

Tips for Making Content Engaging

• Be authentic as audiences connect with real people and stories.
• Focus on visuals. High-quality images or videos make your content stand out.
• Encourage interaction. Ask questions or include a call-to-action.
• Be consistent. Posting regularly builds trust and keeps you top-of-mind.

As a small business owner, your content doesn’t need to be perfect – mine isn’t! It just needs to be authentic and valuable to your audience. Start small, focus on what works for your business and don’t be afraid to experiment.

If you are struggling to decide where to begin, I’m here to help. Why not book in for my Marketing Power Hour and we can discuss your content strategy and make it tailored to your business to save you time and deliver results.

Get in touch today to take your marketing up a gear.