Content Creation for Businesses

Content Creation is something that many businesses struggle with. Whether it’s a blog post or an infographic, producing content requires time and effort. For example, you might have a great idea for an infographic, but you don’t know how to use design tools like Adobe Illustrator or Photoshop to make it come to life. Or maybe you’re looking at various content management systems but don’t understand how to integrate them into your existing workflow.

​ Content Creation for Businesses is a course on how to create content for your business. This can include treatises on new business concepts, or even blog posts about your experiences in the industry. It’s important that potential customers remember you, and the easiest way to do that is to make yourself known by posting regularly.

The Importance of a Small Business Content Strategy

Content marketing requires a lot of work, and typically involves a number of different channels. A content strategy is key to making sure that work pays off. And it’s how you ensure the work you do across various channels supports each other.

For instance, if you publish an ebook in the hopes of generating leads, you’ll want to publish blog posts that drive people to the ebook, and share social posts that send people to the blog post. A strategy enables you to plan everything out so it connects and works together.

And by committing time in the early stages of developing a content strategy to research, you can make sure all the work you put into content marketing is targeted at the right audience, addresses the things they care about, and will help you achieve the specific goals you want to get from it. 

Tips for Successful Small Business Content Marketing

Start a Blog

Blogging is a completely free way to market your services and capabilities, while simultaneously establishing yourself as an industry expert.

In fact, with 21-54 blogs on your website, you can drive 30 percent more traffic to your website.

In addition to driving traffic, blogs can help:

  • boost your search engine optimization (SEO) rankings 
  • deliver increased value to your consumers
  • increase exposure 
  • generate leads and increase conversion likelihood 

Clarify your goals.

Every strategy should start with goals, so you know where to focus your efforts and how to measure success. 

What do you want to accomplish with content marketing? If you want more people to find your website, search engine optimization (SEO) should be high up on your list. Research from the Manifest found that 70% of small businesses don’t have an SEO strategy—which means you have a chance of getting out ahead of your competitors on it. 

If you want to build relationships and loyalty, then aiming to build a following on social media and with your email list may take precedence. And relationships are traditionally one of the best ways for small businesses to beat the big guys, since you can give more personal attention to your customers. 

Most goals content marketing can help you accomplish are connected. But figuring out where your top priorities lie will help you better craft a strategy that produces the results that are most important to you.

Define your audience.

Good communication depends on knowing who you’re talking to. And a successful content strategy is ultimately all about communication. In order to know what your content should be about and what types of content to invest in, you need a picture of who you’re creating content for. 

Look to your current customers for this step. What do they look like? What are their interests and concerns? Do they have any key traits in common?

Set up customer interviews to find out what they care about, what types of content they like, and to learn about their buying habits. And then create buyer personas to help you keep them top of mind, and make it easy for anyone else that works on your content marketing team to do the same.

 Establish Your KPIs

The best way to achieve goals is to make them specific and measurable. That means setting key performance indicators (KPIs) for your content marketing strategy.

The KPIs will help you know when you have achieved your goals by providing milestones you can check off. They’ll include what you plan to achieve in terms of revenue, sales, traffic, SEO, traffic and different aspects of digital marketing like email marketing and social media metrics.

Typically, these will have specific numbers attached to them. For example, you might want to:

  • Hit a certain revenue target within the month, quarter, or year.
  • Get more signups for your lead magnet as a sign that you’re getting more high-quality leads
  • Get a certain number of new email subscribers
  • See an increase in site traffic and in engagement with your onsite content
  • Improve the search ranking of some of your key pages to help boost traffic
  • Get a certain number of mentions, shares, and comments for your pillar content
  • Be invited to participate in certain key industry events

You’ll also want to pay attention to marketing expenditure, tracking your spend on different campaigns, and keeping an eye on the cost of acquiring leads and making sales.

Assess Your Current Position

Many businesses already have content out there. This will include content that’s on your blog, as well as social media content, podcasts, videos, and so on.

That’s why the next step is to figure out whether that content is helping you to meet your goals.

(If you’re just getting started and have zero content, you can skip to Step 5 – Figure Out the Best Content Channels.)

To do that, you’ll need to carry out a content audit. That means:

  • Logging all the pieces of content, such as blog posts, guest posts, and so on
  • Assessing their usefulness or success
  • Identifying the gaps

You may also want to look at how your content compares with that of your competitors, and see how any new content will fit in the market.

Let’s look at one example of how this would work for your content marketing strategy.

How to Log Your Content

If you want to log all your site or blog content, Screaming Frog is an excellent starting point. It’s a URL crawler that will:

  • List URLs
  • Analyze page titles and descriptions
  • Find duplicate pages
  • Create sitemaps.

The free version crawls up to 500 URLs. SEER Interactive has an excellent, in-depth guide to Screaming Frog. As a bonus, you can also use this tool for competitive research, carrying out the same kind of analysis on your competitors’ content.

You can also log your content with the Content Audit tool from SEMRush. To do this, set up a project and select the section of your site you want to audit, such as your blog. Once you select the URLs, press the Start Content Audit button.

You’ll get a complete analysis of your content, including:

  • Content titles and descriptions
  • Content length
  • Backlinks
  • Social shares

Export the data to create a simple spreadsheet that contains all the URLs.

See How Your Content is Working

Next, it’s time to assess the usefulness of the content. You’ll be looking for metrics like:

  • Whether there are a lot of inbound links to the content
  • What the search engine ranking is for keywords associated with that piece of content
  • If the content is widely shared

You’ll get some of this information from the SEMRush report above but can also find more by using other SEMRush tools, such as the site audit and position tracking tools.

This’ll tell you:

  • Which pieces of content are so effective that you don’t need to change them
  • Which ones need some improvement or updating to meet your goals
  • Which ones need to be removed or replaced

Identify Content Gaps

Finally, work out where there are gaps you can exploit. These might include:

  • Keywords related to your niche that you’re not targeting with your content
  • Questions your target audience is asking that you’re not answering
  • Content that’s starting to rank well but could be improved, say to target Google’s answer boxes. These are the boxes that appear above search results and provide the answers to a specific question.

You can use Ahrefs to carry out a content gap analysis.

To do this, go to Organic search » Content gap. Add the domains for your main competitors under Show keywords that the following rank for. Add your own domain under But the following target does not rank for. Press Show keywords.

You’ll see a list of competitor keywords you can target with your own new content.

You can carry out a similar analysis in SEMRush.

Determine your budget.

What you can accomplish with content marketing will have a lot to do with your budget. While it has far fewer direct costs than advertising, creating and promoting great content takes time. And as a small business owner, you know too well that time is a form of cost.

In order to create an effective content strategy and follow through on it, you’ll likely need to hire employees, contractors, an agency, or some combination of the three. And while you can find lots of content marketing tools that are free, you may find your work is easier or more effective if you invest in paid products for some purposes.

To figure out how much of an investment you can make, decide how much you’re able and willing to spend. This step will help you make realistic decisions when working out the rest of your strategy.

Do your research.

Hopefully you covered audience research well back in step two. But now you have more to do. 

Keyword research is a pillar of good SEO and content marketing. Learning what relevant terms your audience is looking for on the search engines tells you:

  • What topics they care about
  • What questions they have
  • What terminology they use when talking about your industry and products

Along with your customer interviews, the keyword list you produce based on your research will form the basis for the topics to cover in your content. 

Start creating content.

And now we get to the hard part. Well, one of them. Get to work actually creating the content you planned out in your strategy.

Expect this to take time. Quality content that provides good information isn’t something you can rush. Orbit Media’s blogging survey found that the average blog post takes nearly four hours to write. Other content formats like videos and ebooks take even longer. 


Learn how to create and manage web content for businesses. Content authors, marketing managers, social media managers, and business owners will all find useful tips and strategies in this series of courses.

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