Running a small business is demanding. Between managing day-to-day operations, keeping customers happy, and trying to grow, finding time for “content marketing” often falls to the bottom of the list. But what if creating useful content could bring in customers, build trust, and keep your business thriving without needing a huge budget or team?
Here’s how.
What is content marketing (and why is it different)?
Content marketing is creating and sharing valuable, useful content that attracts and keeps customers. Unlike traditional marketing, which directly sells, content marketing focuses on helping people first, building trust so they choose you when they’re ready to buy.
For example:
- Traditional marketing: “Buy our handmade candles – 20% off today!”
- Content marketing: “How to choose the right candle scent to improve your sleep.”
Both aim to sell candles. But one builds your brand as a helpful expert, creating long-term loyalty and SEO benefits.
Why does content marketing work so well for small businesses?
Most local businesses rely on word of mouth. Content marketing is like word of mouth at scale. Here’s why it works:
✅ Builds trust
Sharing useful insights proves your expertise. A local accountant posting “5 tax-saving tips for sole traders” shows they know their stuff, making prospects more likely to enquire.
✅ Improves SEO
Websites with blogs have 434% more indexed pages, meaning greater chances to rank on Google. Every blog post is a chance to answer the exact questions your customers are searching for.
✅ Keeps you top of mind
Consistent posts on social media and emails remind people you exist, so when they’re ready to buy, you’re first in mind.
✅ Supports sales without being pushy
Content marketing nurtures relationships. For example, a dog groomer posting coat care tips makes dog owners value their advice – and book them when grooming is needed.
✅ Creates long-term value
Unlike ads, which stop working the moment you stop paying, good content continues working for you for months or even years.
How to choose your first content topics
Many small businesses feel blocked by not knowing what to post. Here’s a simple way to find your first five topics today:
- List the top 5 questions customers ask you.
Example: “How often should I service my boiler?” - Write down the biggest mistakes people make related to your service.
Example: “Why using cheap shampoo damages your hair colour.” - Think about seasonal opportunities.
Example: “Spring cleaning checklist for your home plumbing.” - Share a behind-the-scenes process.
Example: “How we prepare flowers to stay fresh longer.” - Address objections.
Example: “Is professional dog grooming worth the money?”
Each of these can become a blog post, social post, short video, and email snippet.
Three types of content to start with (and how to use them effectively)
1. Blog posts (SEO + expertise)
Your website is often the first place customers check when deciding whether to contact you. Blog posts are your chance to demonstrate expertise and improve your search rankings.
Why they matter:
Google favours websites that consistently publish fresh, relevant content. Each blog post is a new opportunity to appear in searches, especially when you focus on specific, localised queries your customers are actually typing in.
What to write:
- How-tos: Show people how to solve small problems themselves. For example, a plumber might write “How to stop a leaking tap before your plumber arrives.”
- FAQs: Answer common questions thoroughly, such as “How often should I get my gutters cleaned in the Cotswolds?”
- Expert tips: Share professional advice to build authority, like “5 tips to keep your dog calm during grooming.”
How long should posts be?
Even short posts of 400-600 words can rank well locally if they’re targeted and useful. Over time, aim to mix these shorter posts with longer, in-depth guides to build a strong library of helpful content.
Bonus tip:
Include a clear call-to-action in each post, such as contacting you for a quote or booking a free consultation.
2. Social media posts (engagement + awareness)
Social media isn’t just about likes; it’s about staying visible and building relationships with your community.
Why they matter:
People check social profiles to see what your business is like day to day. Active, helpful posts create a sense of connection and trust.
What to post:
- Repurpose blogs: Turn each blog’s key points into a carousel post or single image with a caption summarising the tip.
- Quick tips or hacks: Share one helpful nugget of advice relevant to your audience. For example, a hairdresser might post “Why you should always double shampoo.”
- Before-and-after photos: Showcase the results of your work, whether you’re a landscaper, nail technician, or car detailer.
- Customer stories and testimonials: Social proof is powerful. Share a short story about how you helped a customer, ideally with a photo (with their permission).
- Behind-the-scenes: Show your team in action, your workspace, or a new product arriving. This humanises your brand.
How often should you post?
Start with a realistic goal. Even 2-3 high-quality posts per week are better than daily rushed posts with no strategy.
3. Email newsletters (nurture + loyalty)
Email remains one of the highest converting marketing channels, yet many small businesses underuse it.
Why they matter:
Unlike social media, you own your email list. Messages land directly in your customers’ inboxes, where they’re far more likely to see them.
What to send:
- Blog recaps: Share a snippet of your latest blog with a link to read the full post.
- Exclusive offers or discounts: Reward your subscribers with deals not available elsewhere.
- Personal updates: Share milestones, staff introductions, or community involvement to build connection.
- Tips and seasonal advice: Provide helpful content without expecting immediate sales. For example, a roofing company might share “5 ways to prepare your roof for winter.”
How often should you email?
Aim for at least once a month to stay top of mind. If you can manage fortnightly or weekly without compromising quality, even better.
Bonus tip:
Always include a clear next step, whether it’s booking an appointment, calling for advice, or simply replying to share their thoughts.
Real-life example: A local florist
A florist wants to build more wedding bookings. Here’s how she uses content marketing:
✅ Blog: “Top 5 flowers for summer weddings in the Cotswolds.”
✅ Social media: Carousel showing each flower with arrangement photos.
✅ Video: Reel of her creating a wedding bouquet.
✅ Email: Shares the blog with a “Book your consultation” call-to-action.
One piece of content, repurposed smartly, positions her as a wedding flower expert and drives enquiries.
Practical steps to get started this week
1. Write down the top 5 questions your customers ask. If you’re not sure, check your email enquiries or FAQs on competitors’ websites for inspiration.
2. Choose one question to answer in a short blog or social post. For example, if you’re a dog groomer, write “How often should I get my dog’s nails trimmed?”
3. Share it everywhere your customers spend time. Post the blog on your website, create an Instagram Reel summarising it, and include a snippet in your next email newsletter.
4. Repeat weekly or fortnightly. Set a recurring calendar reminder to keep yourself accountable.
5. Measure which posts get most engagement to guide your next topics. Look at likes, comments, or website views. Even small numbers tell you what resonates.
Final note: Your customers need your knowledge
Content marketing isn’t about becoming an influencer. It’s about helping people solve problems, showing them you care, and proving you’re the right choice when they’re ready to buy.
Start small. Be consistent. Over time, you’ll build trust, attract new customers, and create marketing that keeps working for you, even when you’re asleep.
