Content creation strategy for small businesses

Restaurant's owner taking pictures of the food

Content creation is important when it comes to starting your own business and creating a bond with your customers. It doesn’t have to be complex and it doesn’t mean that you will have to invest a lot of money, you just need to be creative.

Remember that a strategy and a plan will change everything that you do with your business.

It doesn’t have to be complex either, this will serve as a guide of what type of content to create, why you are creating it or if you are thinking about your potential customers when creating it, what channels you are going to use to distribute it and in what format. 

If for example, you have a store, a restaurant or any kind of business, you need a content marketing strategy because you will be able to generate traffic, which will allow you to create a system that will work to attract new potential customers without necessarily invest in advertising.

What is a content strategy?

A content strategy is basically the management of all the content generated by your business in different formats like a blog post, pdf’s, videos, guides and anything you can imagine. 

The content strategy is the part of the marketing plan that demonstrates the experience, knowledge and know-how of your company in its sector.

What are the most used formats for content creation?

It all depends on the format that best suits your Buyer Persona and your budget! 

You can choose to make a post, create an ebook or edit videos, the most important thing is to identify the topics that you are going to use and follow an effective creation line.

Use popular formats like videos because your potential clients will be able to retain more information from you and the social media algorithm will like you more and give you more visibility if you are using formats that they are promoting. 

The most used formats are the following:

  • Blog Posts
  • Videos
  • Images
  • Ebooks
  • Study cases
  • Templates
  • Infographics
Video content creation

How to make a content creation strategy?

Define your main goals

If you are going to do content creation then you should know what are your goals exactly, what do you want to achieve with this? For example, you may want to attract potential customers or talk about the benefits of a specific product you are launching.

It all depends on your needs and the actions that you want to take. Our advice for you, if you are just starting, is to define the main goal and focus on this before trying to include several objectives. 

Define your buyer persona

For your plan to be successful you need to define your target audience, this is very important if you are just starting because this allows you to define the tone in which you want to communicate with them and the message they will be expecting from you.

In this way, it will be easy to define the topics that you are going to develop while content creating.

On the other hand, if you have more experience and you already have active marketing campaigns then you should ask yourself if you want to expand your target audience or keep it this way. 

For example, if you want to expand your audience or audit them, you can compare the results of previous campaigns and define which buyer persona you want to reinforce with the content you are going to create.

Organize your old content

If you have shared content before, you should organize it and see if something can be reusable, for example, you can use something that you published before in a specific format and transform it into another format. 

This allows you to save time and money while creating new content. Also, you can improve it or update it if a lot of time has passed since you first published it. 

On the other hand, organizing your content will let you avoid duplicate it.. You will see that once your old content is classified and organized you will have a better outlook of how you have been working and what you should improve. 


Define the type of content that you want to create and brainstorm. Think about all the possible content that you can create and that has to do with your niche and write it down.

After brainstorming define the specific topics that you want to show and how you are going to do it. 

If you lack ideas you can look for inspiration, you can use tools like Pinterest or a website called “answer the public” to know what questions your target audience is asking. 

Remember that to define the format of the content you need to take into consideration your budget and the resources you have.

Food pictures for a restaurant as a content creation strategy

Create a content calendar

Once you created the content you have to put it in a calendar to know when exactly to publish it. For this, you should consider special dates and the times that work best for your business. 

The easiest way to do it is to create an Excel file and divide it into days, kind of content and also you should include the copy that you are going to share along with the image/video/text in the calendar. 

Also, it is very useful to automize your content with a tool like Socialbee or Buffer. This allows you to take all of this content and schedule it for a whole month or the time that you planned your content for.


Furthermore, you should evaluate the strategy and change it according to your potential customer’s needs. In this way, you will be able to justify the effort and importance of content creation. Remember that creating content is not easy, so if at the end of the day you need a little help, we are here for you!


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