Five Keys to a Content Strategy That Works for Small Businesses

If you’re a small business owner, you’ve probably heard you need a content strategy—but what does that really mean? You don’t need to crank out daily blog posts or be on every platform. You just need a clear, focused approach that fits your goals and your bandwidth.

Here are five keys to making that happen:

1. Know Your Audience (Like, Really Know Them): Skip the vague demographics. What are your ideal customers actually dealing with? What questions are they Googling? What keeps them stuck? When you know what your audience cares about, you can create content that speaks directly to their needs—and builds trust fast.

2. Clarify Your Core Message: Before you post anything, get clear on what your business stands for. What makes you different? What transformation do you offer? Every piece of content—whether it’s a blog post, Instagram reel, or email—should reinforce your core message. Consistency beats creativity every time.

3. Choose a Few Channels and Do Them Well: Don’t try to be everywhere. Pick two or three places your audience already hangs out—maybe it’s your website, LinkedIn, or Instagram—and focus your energy there. Show up consistently and build real momentum before expanding.

4. Mix Evergreen and Timely Content: Evergreen content (like how-tos or FAQs) builds long-term value. Timely content (like seasonal tips or news commentary) shows you’re engaged and relevant. A good content strategy blends both—helping your brand stay both useful and current.

5. Promote It Like Crazy: Creating great content isn’t enough—you have to get it seen. Share it across your channels, repurpose it into short videos, email it to your list, or turn a blog post into a social carousel. Promotion is just as important as production.