What is content strategy?

Short answer: A content strategy is a plan for what, when, and where you post online.

We all have one; even if we think we don’t. Some of us post sunsets. Some of us post animals. Some of us post silent film selfies. We post what we like and we post when we like.

A small business content strategy needs to be defined and refined. Your content strategy has one job: IMPRESS PEOPLE. The most important impression a small business can make is that they know what they’re doing.

How To Develop Content For Your Biz

My go-to starting point for developing a small business content strategy is to list 12 aspects of your business. Pick 12 things that you know about.

Focus on YOUR strengths. What are things your clients & customers absolutely love about your service? What’s your favorite part of the business?

I always recommend starting with a list of 12 – because there are 12 months in the year, and this way you can have a content theme for each.

New and very small baby start-ups can get overwhelmed producing volume content everyday. If you have a topic set for every month, you’ll feel less pressure about what to post next.

What Type of Content Should Small Businesses Post?

SHOW And Tell.

Emphasis on the show. Your content strategy needs to be more visual than anything. When you start posting, creating captions can be a challenge. I recommend using visuals to connect to your audience.

Short videos, clear graphics, and bright photography capture people’s attention faster. 

Start your captions off with a message that’s right to the point.

For example if you run an auto garage, you could post a video of a tire spinning, and start your caption with something that matters to car owners:

“Keep your ride running smooth…” Follow up with the details on safety and comfort, then lead into your business and how you perform this service, and why you’re better.

Think bigger than words like “quality” and “affordable.” Say something like “Our attention to detail…” or “We’re on a mission for good transmission.”

Set your content apart by making it personal, and thoughtful. Show off your skills & the value your business delivers.

Where Should Small Businesses Focus Their Content Strategy?

Instagram & Twitter are the top FREE online marketing tools for every single business.

Don’t at me.

Facebook can work, if your target market are active Facebook users. Typically, this will be 40+ internet users. And if your business is primarily regional, you can generate more interaction on Facebook by joining local groups and inviting your neighborhood friends to like your Facebook page.

My opinion is that Facebook is outdated and difficult. But for a local business, it can actual be very helpful.

The key to social media success is to INTERACT.

If you use various platforms everyday and you actually ENGAGE with others, you can grow your business revenue in a matter of months. Of course there’s no guarantee on your earnings, but there’s also no limit.

When Should Small Businesses Post Content?

Everyday. AT LEAST TWICE A DAY.

Finding the best content schedule for your business social media is easy. First throw out a bunch of content. Then check the data for your personal best times. Then keep your schedule.

When I’m running a new campaign I like to post to Instagram 3 times a day. Facebook every 12 hours, and on Twitter I like to post (A LOT) in the mornings & afternoons.

Facebook set-up Creator Studio for business profiles to manage their content between Pages & Instagram accounts. Use Creator Studio to SCHEDULE your posts in bulk.

After 7 days, the platform provides insights to when your followers are online. Once you know this you can schedule your content for prime times.

On a new campaign I’d post hard for two weeks, and on the third week start scheduling content based off the insights.

Final Notes on Content Strategy

You love your business and you want it to grow. Remember that. Do not stress out over content. Period. Ever. Period.

The point of your content is to impress people, to make them like your business, to make them think of you, to eventually drive leads and revenue.

Try to have fun with it. Make content that you feel good about. Don’t try to make an elaborate production. Leave that to the influencers, or the rich kids, or the bros with chips on their shoulder.

You’re a small business and most of what you’re doing is for the love. So put love and enthusiasm into your content strategy.

Don’t psych yourself out. Post whatever you want. Honestly. You can literally always delete it.

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