5 Steps for Improving Your Content for Start-Ups and Small Businesses

Creating regular, standout content is crucial for start-ups and small businesses aiming to make their mark. Yet, they are often over-stretched and don’t know where to start. Staring at a blank page waiting for a masterpiece to appear happens to us all. But there are some key steps I’ve learnt over my 20 years’ marketing experience that will improve your strategy and help you focus on creating content that works.

1. Define Your Goals

First things first, clarify what you want your content to achieve. Are you looking to raise brand awareness, generate leads, or perhaps both? It's vital to align your content with your overall business and marketing objectives. Determine how you’ll measure success – whether it's through website traffic, social media engagement, ad click-through rates, or document downloads. Identifying what works will help you avoid wasting time and resources on ineffective strategies.

2. Know Your Target Audience

Understanding who you're speaking to is key. Who are your ideal customers? What challenges do they face, and how can you solve them? While it might be tempting to cast a wide net, focusing on a few specific customer profiles can build stronger trust. Speak directly to their needs and demonstrate that you have the solutions they’re seeking.

3. Establish Your Content Pillars

Now that you know your audience, it's time to decide what you want to be known for. Pick 3 to 5 themes that resonate with your expertise and your audience's interests. For example, if you’re in software development, don't just highlight features – focus on the unique benefits your product offers. Are there particular challenges your industry is facing such as sustainability or energy consumption? If your customer service team consistently receives praise, make that a pillar and share top tips from your team.

4. Create a Content Calendar

Organisation is your friend. Plan your content by jotting down subject ideas and scheduling them regularly across your chosen pillars. Remember too, your content should aim to Educate, Entertain, and Engage – the three E’s, so create a mix of styles, but try to remain consistent to your brand voice. Repurpose content to maximise its value – a webinar can be turned into a series of blog posts, how-to guides, infographics, social media clips, e-books, or case studies. This approach ensures your message stays fresh across different formats and platforms.

5. Promote Your Content

Your promotion strategy should be guided by your goals and audience. For B2B targets, LinkedIn is a solid choice, while a younger audience might be more accessible through Instagram or TikTok. Consider how different generations prefer to interact – older millennials might favour forms or phone calls, whereas Gen Z might lean towards chatbots. Tailoring your approach can significantly enhance your reach and engagement.

Solid Foundations for Great Content

Improving your content is a continuous process, but with these steps, you can create a solid foundation that drives results. Define clear goals, understand your audience, focus on core themes, plan strategically, and promote effectively. By doing so, you'll not only create content that resonates but also builds lasting connections with your audience.

If you need tailored advice or support in crafting compelling content, don't hesitate to get in touch.