7 Content Strategies Every Small Business Can Use
If you run a small business, you already know content matters—it’s an extension of your brand, an opportunity to attract your ideal clients or customers and a way to deepen your relationship with future prospects.
But content is hard.
Maybe you’re stuck in the brainstorming phase, thinking you’ve run out of good ideas. Maybe you’re intimidated by the torrent of posts hitting your feed every hour of every day. Maybe you feel uncomfortable putting your own voice and opinion out there for all the world to see.
We totally get it. It’s a lot easier to hide out in the fog of generic, forgettable, AI-generated content.
We hear clients all the time saying, I just need to get something out there, or, If I post 3x a day I can beat the algorithm. But these panic-induced creations are almost never going to reflect your most interesting ideas, or give you enough time and space to ask, Will this actually provide value to my audience?
We went to school for writing for about seven hundred years. In every workshop, we were trained to think about this mysterious and insatiable being: The Reader. Of course every author has their own intentions when putting words on the page…but what will The Reader think? Will The Reader be confused? Curious? Outraged? Exhausted?
We came away with this: If you want to write something purely for yourself, with no regard for The Reader, you’d better write it in a diary.
The same is true when it comes to creating content for your audience. Every time you publish, you’re entering into a contract with your own version of The Reader. You’re saying, “This will be worth your precious time and attention.”
Through years of helping clients develop strong content strategies for their small businesses, we’ve learned that the best content—like the best branding—is specific, has a point of view, connects with human emotion and shows exactly why you’re different from everyone else. It also provides real value to your prospective leads.
We won’t lie to you: high-quality, actually-useful content takes a bit more time and effort to create. That’s why we started putting together free resources to help our fellow small business owners work more efficiently.
Below are seven proven strategies to create better content for your small business—complete with examples and prompts to help you get started.
1. Enter an ongoing conversation in your industry—and take a stance.
Your industry is already debating something. You don’t need to jump headfirst into controversy; just share informed, thoughtful perspectives your audience is already wondering about.
Example:
Nutrition coach: “Is the BMI BS? Let’s break it down.”
Writing prompts to help you get started:
What’s a trending debate in your field right now, and where do you stand on it?
What’s a misconception clients keep repeating—and what’s the truth?
What’s a “controversial but kind” viewpoint you hold that could help people think differently?
What’s a tool, trend or method everyone is hyping? Weigh in.
2. Go deep on what makes your business unique.
If your website is the polished version of what you do, this is your chance to go deeper—talk about your approach or philosophy, explain why you work the way you do and articulate your values.
Example:
Therapist: Your approach to somatic work and how it differs from standard talk therapy.
Writing prompts to help you get started:
Choose one philosophy, method or belief that sets you apart. Explain why it matters.
Spotlight one feature of your service and share how it improves real people’s lives.
Tell the story behind why you work the way you do.
Describe one decision you make differently than others in your industry.
3. Share a surprising or counterintuitive viewpoint.
Surprising your audience invites curiosity, so they want to keep reading. Pick something that challenges a common assumption and run with it.
Example:
Restaurant: “Farm-to-table is meaningless unless restaurants do this one thing…”
Writing prompts to help you get started:
Write: “Most people think X… but here’s what actually matters.”
Take a common belief in your industry and gently challenge it with context and examples.
Share a myth you wish clients would stop believing. Then write what you want them to understand instead.
“Unpopular but helpful opinion:” then explain the nuance behind it.
4. Answer real client questions.
If one client asks the question, dozens quietly want the answer. This is your chance to build a resource for your current clients and a highly Googleable piece of content to attract prospects just like them, all in one post.
Example:
Jewelry Designer: “Which metals won’t irritate sensitive skin?”
Writing prompts to help you get started:
What’s something clients ask you constantly?
What’s a question people are a little embarrassed to ask—but need answered?
What do people misunderstand about your process, timeline, pricing or outcomes?
What question did you wish clients would ask sooner?
5. Teach a technique, method or step-by-step process.
Show your expertise and share your unique approach by teaching something. Don’t worry about what you’re giving away for free. This tactic is much more likely to attract paying clients than it is to lose you money to DIYers.
Example:
Plumber: “Stop wasting water with our step-by-step guide to fixing your running toilet.”
Writing prompts to help you get started:
Pick a skill you use professionally and break down why it matters.
Explain a progression, method or framework you teach and give one simple example.
Compare two approaches that people often confuse, and help them choose which is better for them.
Show a before/after, or a “good/better/best” version of the same technique.
6. Conduct interviews to expand your content ecosystem.
Interview your clients, collaborators, team, mentors or even people in related fields. It's compelling, human, endlessly repurposable—and it opens the door to new audiences who might not find you otherwise.
Example:
Pilates studio: Interview a dancer about how Pilates has helped them with strength and injury prevention.
Writing prompts to help you get started:
Highlight a client’s transformation and what it taught you.
Introduce a collaborator, mentor or colleague and spotlight their expertise.
Interview someone who has a unique perspective in your industry.
Share “five questions with…” someone relevant to your audience.
7. Create hyperlocal or community-based content.
This builds trust, SEO and community relevance—especially for service businesses with a local footprint. And if you already partner with other local businesses, it’s a powerful way to showcase and deepen those relationships.
Example:
Boutique fitness studio: “Our 5 favorite spots for a post-workout snack in Park Slope”
Writing prompts to help you get started:
What do people in your neighborhood or city need to know right now?
Share a micro-guide (best coffee shops for working, best places to buy gifts, local hidden gems).
Highlight a local partnership, business or community figure.
Describe why your business loves serving your specific corner of the world.
Now it’s your turn.
Remember: You are not creating content for “the internet”—you’re creating it for the real humans who might one day engage with your business.
They deserve your expertise and your perspective. They need to understand who you are and what sets you apart from everyone else in your industry. This is how they’ll begin to know, like and trust you.
If you need help generating ideas or building a sustainable content system, or if you want us to audit your content and brand, book a free discovery call here.
It’s time to create a better caliber of small business content. We’re here to help.