If you’re a small business owner, you’ve probably heard the phrase “content is king.” But let’s be real—you’ve got a million things on your plate. You’re juggling sales, customer service, operations, and everything in between. So how do you create content that actually helps your business grow without burning yourself out?

The answer: a simple, smart content marketing strategy.

A strong content strategy isn’t about churning out posts every day. It’s about showing up consistently with valuable content that builds trust, attracts the right people, and keeps them coming back.

Here’s how to do it—without the overwhelm.

What Is a Content Marketing Strategy?

A content marketing strategy is your plan for creating, publishing, and distributing content that resonates with your target audience. It's not about selling—it's about providing meaningful information that educates, entertains, or inspires. Done right, it can:

• Build brand authority
• Increase website traffic
• Generate leads and conversions
• Foster customer loyalty

Step 1: Define Your Goals

Before you create anything, get clear on what you want your content to do for your business. Are you trying to:

• Bring more traffic to your website?
• Get new leads or clients?
• Build trust with your audience?
• Educate people about what you do?

Your goals will shape the kind of content you create and where you share it. Start small—pick one or two goals to focus on first.

Step 2: Know Your Audience

Your content should speak directly to your ideal customer. Think about:

• What problems they’re trying to solve
• What questions they ask before buying
• Where do they hang out online (Instagram? LinkedIn? YouTube?)
• How do they like to learn (watching videos, reading blogs, scrolling social?)

If you’re not sure, talk to a few of your best customers. They’ll tell you what they care about.

Step 3: Pick the Right Content for Your Business

You don’t need to do all the things. Choose content that fits both your audience and your strengths. A few ideas:

• Blog posts: Great for SEO and driving traffic to your website
• Short-form videos: Perfect for Instagram, TikTok, or YouTube Shorts
• Email newsletters: Keep you top-of-mind with your audience
• Social media posts: Share tips, behind-the-scenes, or customer wins
• Downloadables or guides: Offer value and grow your email list

Pro tip: Start with one main piece of content each week (like a blog or video) and repurpose it into smaller bits for social media or email.

Step 4: Stay Consistent with a Simple Content Calendar

You don’t need a fancy tool—Google Sheets or a whiteboard will do. Just plan out:

• What you’ll post each week
• Where you’ll share it
• Who’s responsible for it (even if it’s just you!)

Having a plan makes content creation feel doable, not chaotic.

Pro tip: Plan your content around key events, launches, or seasons relevant to your business.

Step 5: Share It and Make It Easy to Find

Creating great content isn’t enough—people need to see it. So:

• Use keywords your customers search for (Google and YouTube love this)
• Share your content on the platforms where your audience hangs out
• Add calls to action (like “Book a free consult” or “DM me for details”)
• Include your content in emails and conversations

The more you share it, the more mileage you’ll get from each piece.

Step 6: Track What’s Working

Don’t stress over every like or view—but do keep an eye on the big picture. Check:

• Which posts get the most engagement or clicks
• What brings people to your website
• What content your audience asks for more of

Use this info to tweak your strategy and create more of what works.

Final Thoughts

Content marketing doesn’t have to be complicated or time-consuming. When you have a clear plan and focus on real value, your content can become one of your most powerful tools for growing your small business.

Remember: it's not about going viral. It's about building trust, solving problems, and staying top-of-mind with the people you want to serve.

Want help creating a content plan for your business? Let’s chat—we’ll help you make content that connects and converts.