Let’s be real - if you’re a small business owner, content marketing probably feels like one of those ‘nice-to-have’ strategies that bigger brands with bottomless budgets get to play with. And besides, you’ve got a company to run, customers to serve, and bills to pay; where would you find the time anyway? We get it, we’re busy bees. But here’s the truth: putting content marketing on the back burner could mean missing out on one of the most powerful (and cost-effective) ways to bring in new customers, nurture relationships, and ultimately grow your business.
Before you go into panic mode, hear us out. A smart content marketing strategy and just a few hours a week can make a huge difference, we promise.
What is Content Marketing?
Content marketing is about creating and sharing valuable, relevant content to attract and engage your target audience. We’ll put an emphasis on valuable here; think content that solves a problem, answers a question, or entertains over direct pitching. This top-of-the-funnel activity is so important as it naturally builds trust and relationships over time that eventually leads to sales (and repeat business!).
Here are some types of popular content marketing formats - and before you ask, no you don’t need to be doing all of this in order to see growth.
Website Copywriting
If you have a website, you’re already doing this. But are you doing it well? Website copy should inform and (gently) persuade. As a customer, you probably understand the frustration that comes from entering a store and being pounced on by a salesperson. A website can easily become an online equivalent of this, and it’s annoying when you just want a casual browse first. As we mentioned in our recent Integrated Marketing blog, it takes customers between one and 50 touchpoints before a sale. Cold prospects naturally take longer, needing between 20 and 50 engagements before they convert.
Website copy should also be written with Search Engine Optimisation (SEO) in mind. For those new to SEO, it’s essentially the process of helping search engines (i.e. Google) understand what your site’s about so the right people can find you.
Blog Posts and Articles
Sharing tips, how-tos, or answers to common customer questions on your website builds trust and boosts your Google ranking. You’ll be able to see any traffic these blog posts/articles bring in via Google Analytics (GA4), with high-quality and high-ranking blogs driving visitors long after they’ve been published.
When creating a blog strategy, it’s important to be realistic about how much time you can commit to it. It’s much better to do one solid blog post a month than promise three a week, and struggle to keep up with it. Consistency is key.
Interactive Content
If you want to take your content marketing to the next level, you could try interactive quizzes, polls, calculators, or tools. For example, a pet shop could create a quiz to help people find the perfect pet for their lifestyle, guiding visitors to relevant products to aid their research (i.e. food, toys, or bedding).
Case Studies and Testimonials
Stories that show real-world results help to build credibility fast. They’re great proof points for potential customers who need a final nudge to trust you. In need of some inspiration? Here’s the format we use for our case studies:
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Key results
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The brief
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The strategy
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The results (broken down into more detail)
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Testimonials are also a great addition, where possible
Social Media Content
If your competitors are active on social media, then you’ll want to be too. However, as with blog writing and articles, it’s important not to over-commit. Choose one platform to start with, and decide how many times a week you can feasibly post (or outsource some help if it takes another task off your plate). Remember, most content marketing can be repurposed on social for maximum exposure, and short-form videos can work wonders.
Email Newsletters
Some people claim ‘email is dead’, but we disagree. A regular newsletter is a low-effort way to convert warm leads while staying in touch with existing customers, keeping you top of mind. Here are some content marketing ideas for your emails:
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A roundup of your latest blog posts or articles
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Valuable tips, seasonal advice, or quick how-to guides tailored to your audience’s needs
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Case studies or short testimonials
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Announcements of any special offers or early access to new products for subscribers
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Business news and product launches
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Team updates and fun facts/quizzes/polls
Videos
You only have to look at the popularity of TikTok and Instagram Reels to know that short-form content works. Let’s go back to the example of the pet shop. A 30-second video of dogs that have visited the store that day/week could easily rack up views, helping to build brand personality and connection. Behind-the-scenes snippets, quick tutorials, and live Q&A sessions can also drive high engagement.
Why Content Marketing Matters
We mentioned earlier that content marketing naturally builds trust and relationships over time. Each touchpoint gently nudges potential consumers along their journey, while encouraging repeat business. But that’s not all. If you need any more convincing, here are a few more reasons why content marketing is important for your business.
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Demonstrates Expertise - when potential customers are searching for solutions to their problems, helpful content positions you as the expert, boosting credibility. Customers are more likely to buy from a business they view as reliable and knowledgeable.
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Improves Your SEO Game - well-optimised content will push your site up the Google rankings, helping drive curious consumers to your products and/or services. And it can all be done on a shoestring budget!
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Supports The Entire Customer Journey - from blog posts that spark awareness to case studies that build confidence, each piece of content marketing has a part to play in moving customers along the funnel.
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Delivers Lasting ROI - many blogs and articles are evergreen in nature, meaning they’ll always be relevant (or can be easily updated to stay relevant). Well-crafted and optimised pieces can drive traffic and leads for months or even years, which is incredibly cost-effective.
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Levels The Playing Field - if your competitors aren’t doing content marketing, then you’re winning. If they are, then you’re helping to close the gap and take a larger share of search.
Content Marketing Tips: Kickstart Your Strategy
Feeling ready to take the plunge? Let us guide you on getting started:
1. Review What You Already Have
Before putting a plan of action into place, look at what you have (and don’t have) and carry out a competitor analysis. Do they have a blog? Is it updated regularly? How about a newsletter; is there an option to sign up for one? What about social media, etc?
When doing this, try to compare your business to others of a similar size, otherwise when it comes to creating a strategy, you’re going to bite off way more than you can chew!
As mentioned, you don’t need to do everything right away. Pick one or two areas of content marketing to nail first - the rest can come later. This could be a personal commitment to write a blog and newsletter a month, or post on social media a few times a week.
2. Know Your Audience - and What They Want
How well do you really know your audience and their pain points? What keeps your customers awake at night? What questions are they asking? What problems can you solve through content? It’s a lot to think about, but it’s a worthwhile exercise made even better if you can create some detailed audience personas.
Top content marketing tip: if you’re not sure where to start, a customer survey can deliver some juicy insights.
3. Hone in on Your Strengths
You don’t need to become a content powerhouse overnight. Start by documenting the questions customers ask most frequently, and answer those questions in a blog post (or for a fun twist, make it a myth-busting blog). Your expertise is your content goldmine - you just need to package it properly.
4. Create a Content Plan
Start by building a content marketing strategy that spans three to six months. Your assessment of the above points will help with this. The best strategies will be aligned to any wider marketing/sales campaigns, and will have a variety of formats. For example, if you’re committing to three social posts a week, perhaps have a written post on a Monday, a short video on a Wednesday, and a more interactive/engaging post on a Friday.
5. Don’t Forget Calls to Action
Every piece of content should guide readers towards the next step. Call to action (CTA) examples might include "book a free consultation”, “download our pricing guide”, or “sign up for weekly tips”. Make it clear, specific, and aligned with where a potential buyer is in their journey.
6. Track and Tweak
Use tools like GA4 or Mailchimp to measure performance. Are your blogs driving traffic? Are emails boosting sales? Test different CTAs, headlines, or formats to see what resonates. For example, try two email subject lines to see which gets more opens, then double down on what works.
7. Repackage Content
A blog can be turned into a social post, and later summarised in your monthly newsletter. You don’t have to reinvent the wheel all the time; repurposing maximises your investment and keeps your content working hard.
8. Enjoy the Process
Most content marketing tips you’ll read on the internet won’t mention this, but we think it’s essential. If you love the creativity of filming short videos but dread sitting down to write, then a regular blog might not be your best starting point - and that’s ok.
While business owners wear many hats, the key to consistent content marketing is choosing formats you actually enjoy creating. When you find it fun, you’re far more likely to stick with it and engage with the process. If budget allows, any less desirable tasks can always be outsourced to someone who finds the fun in what you find frustrating.
Conclusion
Content marketing isn’t just for corporate giants; small businesses can drive real results with a well-thought-out strategy that consistently provides value to potential and returning customers. The icing on the cake? It’s an affordable way to boost online visibility - often more of a time-over-money investment - meaning businesses can start small and build on it as they grow.
Still overwhelmed? No need to go it alone. Get in touch with us here, and let’s discuss how we can craft a content marketing strategy that’s as effective as it is manageable.