Content marketing is one of the most effective ways to attract new customers and grow your small business – without spending a fortune on ads. By creating valuable content that answers common customer questions, showcases your expertise, and builds trust, you can turn website visitors into paying customers.
In this guide, we’ll walk you through a simple, step-by-step approach to content marketing that any small business owner can use, even without marketing experience.
Step 1: Know Your Audience
Before you start creating content, you need to know who you’re trying to reach.
Why it matters: If your content doesn’t speak to your ideal customers, they won’t engage with it – or your business.
How to Do It
- Think about your best customers: What problems do they have? What questions do they ask you the most?
- If you’re not sure, ask them! Talk to your customers, check reviews of similar businesses, or use social media to see what people are discussing.
- Keep it simple. Focus on solving real problems your customers face.
Example: If you own a plumbing company, your audience may search for answers to questions like, “Why does my sink keep clogging?” or “How much does a water heater replacement cost?” These are great topics for blog posts or videos.
Step 2: Choose the Right Type of Content
You don’t have to be a writer or a video expert to create great content. Choose a format that works for you and your customers.
Simple Content Ideas for Small Businesses
- Blog Posts – Answer common customer questions or provide helpful how-to guides.
- Example: A chiropractor could write “5 Stretches to Reduce Lower Back Pain.”
- Short Videos – Show a quick tip, answer FAQs, or demonstrate your product/service.
- Example: A junk removal company could post a short video on “How to Declutter Your Garage in 3 Simple Steps.”
- Social Media Posts – Share quick tips, customer testimonials, or behind-the-scenes content.
- Example: An auto body shop could post before-and-after repair photos with a caption like “Check out this dent repair transformation!”
- Email Newsletters – Send helpful tips or updates to your past and potential customers.
- Example: A landscaper could send a “Spring Lawn Care Checklist” to remind customers to schedule a service.
Pick one or two content types to start with – don’t try to do everything at once.
Step 3: Create Content That Solves Problems
The best content helps your customers, builds trust, and positions you as an expert.
How to Make Your Content Valuable
- Answer common customer questions. Think about what people ask you the most and create content around those topics.
- Keep it simple and easy to understand. Use clear, everyday language – skip the technical jargon.
- Include a call to action (CTA). End your content by telling readers what to do next (e.g., “Call us for a free estimate” or “Book an appointment online”).
Example: If you’re a pest control company, instead of writing a blog post titled “Understanding Integrated Pest Management Strategies,” try “How to Keep Ants Out of Your Kitchen This Summer.”
Step 4: Get Your Content in Front of Customers
Once you create content, don’t just post it and hope people find it – share it where your customers are.
Simple Ways to Promote Your Content
- Post it on your website. A blog or resources page is a great place to store helpful content.
- Share on social media. Post on Facebook, Instagram, LinkedIn, or whatever platform your customers use.
- Send it in an email. Email past customers with a helpful tip or seasonal reminder.
- Answer questions in online communities. If someone asks a question on Facebook or Nextdoor, reply and link to your content for more details.
Example: If you’re a roofing company and you write a blog post called “How to Tell If Your Roof Needs Repairs,” you could:
- Share it on Facebook with the caption: “Not sure if your roof needs fixing? Here are 5 signs to look for.”
- Email it to past customers: “Worried about storm damage? Here’s how to check for roof problems before they get worse.”
Step 5: Keep It Simple and Stay Consistent
You don’t need to create content every day. A simple schedule will help you stay on track without feeling overwhelmed.
Easy Content Plan for Small Businesses
- Post one blog per month (or more if you have time).
- Share something on social media 1–2 times per week.
- Send an email once a month with useful tips or business updates.
Make Content Creation Easier
- Use AI tools like ChatGPT to brainstorm ideas or draft blog posts.
- Use free design tools like Canva to create professional-looking images or graphics.
- Repurpose content – turn a blog post into a short video, email, and social media post instead of creating something new from scratch.
Even if you only post a few times a month, consistent, helpful content will bring in new customers over time.
Final Thoughts
Content marketing doesn’t have to be complicated or expensive. By answering common customer questions, sharing helpful tips, and staying consistent, you can attract new customers, build trust, and grow your business – without a big advertising budget.
Want help with your content marketing? Contact Send It for expert guidance, or check out our blog: Why Your Small Business Needs Marketing to Succeed.