How to create a Content Strategy - A guide for Small Businesses
If you’re a small business or startup, building a social media presence can feel overwhelming. A simple content strategy can make it manageable and help you connect with your audience, grow your brand, and bring in leads. Here’s a super simple guide to get started!
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Step 1: Set Your Goals
Start by asking yourself: What do I want to achieve with social media?
Examples of goals:
Build brand awareness
Increase engagement by a specific amount (e.g. 20%)
Grow followers (e.g., 50 new followers a month)
Generate leads or sales
Tip: Clear goals will guide your content and make it easy to track your success.
Step 2: Know Your Audience
Think about who your ideal customer is. Who do you want to reach?
Consider:
Interests and challenges your audience has
Platforms they prefer (e.g., Instagram for young adults, LinkedIn for professionals)
Tip: When you know your audience, you can create content that resonates with them..
Step 3: Pick 3-5 Content Themes (Content Pillars)
Choose a few main topics to post about that represent your brand.
Examples:
Tips & Educational Content: Share helpful insights about your industry.
Product Information: Highlight what’s unique about your products or services.
Behind-the-Scenes: Show the people or processes behind your brand.
Customer Stories: Feature testimonials or success stories.
Tip: Content pillars keep your posts consistent and on-brand.
Step 4: Choose Content Types
Decide on the formats that work best for your brand and audience.
Options include:
Images & Carousels: Great for product showcases and quick tips.
Videos & Reels: Grab attention with short, dynamic videos.
Stories: Use for quick updates or real-time engagement.
Text Posts: Share quotes, advice, or simple messages.
Tip: Experiment with different formats to see what gets the best response, but also try and include a mixture - don’t stick with one format.
Step 5: Set a Posting Schedule
Consistency is key! Start with 2-3 posts per week.
When to Post: Mornings or evenings often work best.
Frequency: Begin with what you can manage, then increase as you go.
Tip: A regular schedule helps build your audience and keeps your brand top of mind.
Step 6: Track Your Progress
Check your social media metrics to see what’s working. Key metrics to watch:
Engagement Rate: Likes, comments, shares on your posts
Reach: How many people saw your posts
Follower Growth: New followers over time
Tip: Review monthly to learn what’s working and make small adjustments.
Start Small and Grow Over Time
Your content strategy doesn’t have to be perfect from the start. Begin with these basics, stay consistent, and adapt as you learn more about your audience.
Creating a content strategy can be done very quickly, but what takes time is consistently implementing it, learning from the results, and refining it as you go. Social media success is all about staying adaptable—keeping an eye on what resonates with your audience, making small tweaks, and building momentum over time. Remember, it’s the steady, ongoing effort that yields the best results. So start simple, stay committed, and watch your strategy grow with your business.