Content creation for a small business
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Content creation for a small business

Creating content can be an intimidating task for small businesses. But do it well and it can be an extremely positive way of generating interest in your organisation.

A good content marketing strategy can be developed whatever your budget.

Content creation is at the heart of content marketing!

This blog post will look quickly at the difference between content creation and content marketing. And how your business can create content that supports your content marketing strategy.

What is content creation?

Content creation involves taking information relevant to your business and target audience and displaying it in a written or visual way.

What is content marketing?

Content marketing involved creating and distributing content that will provide benefit to your target audience. Doing this effectively over a prolonged period of time will enhance your reputation within your industry, generate loyalty in your brand and help you to grow a profitable customer base.

What is the difference between content marketing and content creation?

Content creation is the planning and production of content that can be used for marketing purposes. Examples include social media posts, e-books, infographics etc.

Content marketing is the strategic method of building a long-term audience by providing consistent content that solves the problems of and provides value to your target audience. Your aim is to attract a target audience to a space owned by your brand through the consistent approach of content marketing.

The key to content creation for a small business

  • Focus on your audience: As with all aspects of your marketing, having a real focus on your buyer personas will help you to generate ideas for your content. Think about what they want, what their problems are and what might they want to know/learn.
  • Create original content: Be original! There is so much content on the internet that if you just add to the noise then you are never going to generate good traffic. Focus on your audience and get creative in the way you display your messages.  
  • Be informative: Again, focus on your audience. Use the problems and pain points that your audience have, to create informative content.
  • Drive a user action: Once someone has consumed your content you want them to take some sort of action so that you can provide more content for them in the future. Create content that will drive an action such as a social follow, email subscription etc.

Types of content

There are many ways that you can display the information that your buyer personas want to see. Some of the most popular are:

  • Blog posts
  • How-to guides
  • Videos
  • Infographics
  • Podcasts
  • Webinars
  • Social media posts
  • E-books

>>>Read: Free marketing tools for small businesses<<<

Repurposing your content is also a great idea! For example, you can create social posts with an exciting snippet of your latest blog, or a short video of a key point made in your podcast.  


Creating great content is at the heart of an effective content marketing strategy. It doesn’t have to cost a small business a lot of money and can be done well through good planning and a creative mindset.

The keys to creating great content are focusing on your audience and there needs and producing original ideas that will trigger an interest from your users.

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Thanks for reading!  

Supporting Your Digital Marketing

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Danny Layzell - DL Digital Solutions

Written by Danny Layzell

September 2020

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