TodayMade started as a part of a marketing team that needed creative designs for their campaigns. This experience taught us the power of effective content marketing. 

Being inside all their processes made it clear how much good content could fuel a company’s steady and sustainable growth. However, our further journey as a marketing design agency showed us the hurdles small businesses face when trying to kickstart their content marketing efforts. That’s why we put together this practical guide, packed with affordable strategies, tips, and tools to help you navigate your content marketing for small business without breaking the bank.

Before jumping into strategies, let’s uncover why content marketing should be at the heart of your growth plan.

Why content marketing is essential for small businesses

Imagine you're running a cozy neighborhood café. Business is steady, but you dream of drawing in more locals without stretching your budget thin. This is where content marketing steps in. It's like having a friendly regular who chats about your café to everyone they meet, bringing in new faces daily — all without costing you a dime.

Content marketing for business isn't just about keeping up; it's about standing out and being trustworthy. By sharing your unique stories and expertise, you can connect with your community in ways that big-budget ads can't. Consider the journey of Lolo's Bonnets, a small business crafting satin bonnets and accessories. Owner Lauren Nelda Pascal turned to TikTok to showcase her products and share authentic stories. Her genuine content resonated, leading to a 1,650% increase in sales within a year.

Need more proof? According to the State of Content Marketing 2023 Global Report by Semrush, 99% of businesses, both online and offline, with 11 to 50 employees, see successful outcomes through content marketing.

So, using content marketing for your local business help

• Builds trust and authority. When you consistently share valuable content, people start seeing you as an expert in your field.
• Offers long-term value. A single blog post, video, or infographic can continue to attract attention weeks, months, or even years after it’s published. Compare that to a paid ad, which disappears as soon as the budget runs out.
• Increases visibility. Content marketing helps you rank higher on search engines, connect with your audience on social media, and generate word-of-mouth referrals, all without breaking the bank.
• Strengthens relationships with customers. By sharing stories, tips, and insights, you’re not just marketing — you’re connecting. Content marketing allows you to interact with customers on a deeper level, making your brand more memorable and relatable.

Whether you're serving up lattes or launching a new product line, content marketing is your ticket to connecting with your audience, building trust, and growing your business — all without massive spending. 

Now that you understand it is worth diving into this matter more deeply, your first task would be to choose what kind of business content you can produce.

Types of content small businesses can use

Small business content marketing isn’t one-size-fits-all. You have the flexibility to choose formats that resonate with your audience and align with your resources. Here are the key content types that can deliver high returns:

Owned content: building your home base

Owned content includes the materials you create and control entirely, such as blogs, newsletters, and website pages. This is your home base, where you set the tone and tell your story:

• Blog posts: There are a lot of effective content markeign ideas for better blogging. Writing about common customer problems or industry trends can attract organic traffic. For example, Gymshark, a well-known fitness brand, originally achieved significant growth through content marketing, with their blog playing a key role by offering workout tips, fitness advice, and product guides that resonate with their audience and build trust.

• Email newsletters: A consistent newsletter keeps your audience informed about updates, offers, or valuable tips — strengthening the customer relationship.

• Visual content: Infographics can simplify complex ideas, making them engaging and shareable.

Earned content: let others share your story

Earned content is all about customer advocacy and social proof. Think of it as your customers and community vouching for you:

• User-generated content (UGC): Reviews, social media posts, or photos shared by your customers are incredibly authentic and persuasive.

• Press mentions: A small café might feature in a local publication, gaining visibility and credibility in its community.

Paid content: amplifying your reach

While budget constraints can limit paid efforts, strategic spending on ads or sponsored posts can amplify your reach:

• Social media ads: Platforms like Facebook or Instagram allow you to target specific demographics effectively with modest budgets.

• Sponsored posts: Collaborate with influencers or niche bloggers to reach new audiences authentically.

Visual and interactive content: grab attention

Visual content for small business often outperforms plain text by engaging audiences faster:

• Short videos: Use platforms like TikTok or Instagram to showcase your brand’s personality and products.

• Interactive quizzes: Engage users with fun tools while collecting valuable customer insights.

The best strategy is a mix that combines owned, earned, and paid content. Start with what you can manage — then test, measure, and refine your approach based on results.

Knowing what types of content are effective is just the beginning. The real magic happens when you have a solid strategy to bring those ideas to life — one that ensures every blog, post, or video serves a clear purpose and reaches the right audience.

Content marketing strategy for small businesses: a step-by-step guide

Before we get into the specific steps on how to create a small business content marketing strategy, here's something important to remember: Content marketing is a long-term commitment. While you won't see results overnight, consistent effort over time leads to lasting success.

Step 1: Set up a steady foundation

The first step is to ensure that your website and supporting tools are ready to handle the content you’ll create and the audience you want to attract. Without a strong foundation, your marketing efforts could struggle to gain traction.

• Website optimization: Check your website’s loading speed, mobile compatibility, and navigation. Tools like PageSpeed Insights or GTmetrix can help identify improvements.
• Design and copywriting: Invest in clean, professional visuals and attention-grabbing headlines. Tools like Canva can help create polished designs, while Grammarly ensures your copy is error-free.
• Analytics: Use free tools like Google Analytics or Hotjar to track user behavior and pinpoint where visitors drop off. This data will guide your content improvements.
• Conversion strategies: Add forms or pop-ups to capture leads. For example, offer a discount code in exchange for signing up for your newsletter.

What to do next: Conduct a quick website audit to identify any areas for improvement. Prioritize fixing technical issues, adding tracking tools, and enhancing usability.

With your foundational tools and processes in place, the next step is to define what you want to achieve and how you’ll get there.

Step 2: Define and document

Planning ensures that your efforts are targeted and measurable. A clear strategy will save you time and keep your efforts aligned with your goals.

• Clear goals: Focus on measurable outcomes, such as generating 50 leads per month or increasing email subscribers by 15%.
• Target audience: Create profiles of your ideal customers. Outline their challenges, interests, and how your content can help them.
• Budget: Allocate resources based on ROI — prioritize blog content or videos if they yield the highest engagement for your audience.
• Topics and formats: Use tools like AnswerThePublic or BuzzSumo to discover trending topics and create engaging formats such as listicles, tutorials, or how-to guides.
• Distribution channels: Choose 2–3 primary channels based on your audience’s habits. For example, Instagram for visuals, LinkedIn for professional content, or newsletters for personalized outreach.

What to do next: Draft a one-page content strategy. Include your goals, audience profile, content ideas, and a plan for where and how often you’ll publish.

Now that you have a clear goal, it’s time to create an efficient process for producing and distributing content to reach that goal.

Step 3: Set the workflow

To stay consistent, you need a reliable process for creating and publishing content. This will help you stay organized and avoid last-minute stress.

• Content calendar: Plan your content schedule for the next month using tools like Notion or create a simple spreadsheet in Google Sheets (like we do for TodayMade). Include deadlines and responsible team members for each task.
• Team roles: Even if you’re a one-person team, outsourcing tasks like video editing or graphic design can save time. You can find freelancers at platforms like Fiverr or Upwork or opt for TodayMade to have less stress.
• Batch creation: To save time, produce multiple pieces of content in one session. For example, record several short videos in one day or write blog drafts for the month.

What to do next: Set up a simple content calendar for the coming month. Decide on a manageable frequency for publishing — perhaps one blog post and three social media updates per week.

Once your workflow is established, it’s essential to measure the results of your efforts and refine your approach.

Step 4: Check KPIs and adjust accordingly

Regularly reviewing performance helps you understand what’s working and what isn’t, so you can continuously improve your strategy.

• Track KPIs: Focus on metrics like website traffic, click-through rates, lead conversions and email open rates.
• Analyze content performance: Use social media analytics to see which posts perform best, then double down on similar topics or formats.
• Optimize regularly: Revise or reformat underperforming pieces. For example, turn a blog post into a social media carousel or a short video.

What to do next: Schedule monthly reviews of your content performance. Adjust your strategy based on insights, doubling down on formats and topics that perform best.

By following these steps, you’ll create a content marketing strategy that grows with your business, delivering consistent value and results. 

Small business content marketing best practices

Crafting a content marketing strategy is one thing, but executing it effectively requires applying proven best practices. These content marketing tips for small businesses will help you make the most of your efforts while keeping your process efficient and results-driven:

1. Clearly define your expertise and produce relevant content

Focus on topics that align with your business’s strengths, and every company has a unique way to showcase expertis. For example:

• Technical or professional services, like legal firms or IT consultants, can choose long-form blog posts or guides explaining complex topics in simple terms are ideal. This builds authority and trust with clients.
• Lifestyle brands or local shops (fitness studios, salons) may benefit from short, fun videos or real-time social media stories featuring customers or staff perform well. They create emotional connections with the audience.
• Customer-focused services, such as real estate agents, may try sharing customer success stories through testimonials or case studies that highlight expertise and build trust.

2. Use SEO optimization

SEO involves making your content discoverable and valuable to your audience. Start with keyword research, but don’t stop there. Think about the intent behind the search — what problems are your audience trying to solve? Include keywords in headlines, meta descriptions, and image alt text. Write engaging meta descriptions to increase click-through rates.

Encourage other reputable websites to link to your content. For instance, collaborate with local businesses to exchange links. 

Finally, don’t forget to ensure your site loads quickly, is mobile-friendly, and has clear navigation. Google values user-friendly sites and rewards them with higher rankings. For more technical needs, consider tutorials or affordable SEO services for beginners.

3. Target niche audiences

Instead of trying to appeal to everyone, focus on a specific group with shared interests or needs. This approach fosters stronger connections and higher engagement. For example, a boutique pet shop might focus on dog owners seeking premium products.

4. Leverage user-generated content

Encourage your customers to share their experiences with your product or service. Reviews, photos, and testimonials are authentic and persuasive forms of content that build trust. Highlight these on your social media or website to amplify their impact.

5. Tell your brand’s story

People connect with stories more than advertisements. Share your journey, values, or the challenges you’ve overcome to create an emotional bond with your audience.

6. Repurpose existing content

Save time and maximize value by reusing content in different formats. For instance, transform a blog post into a video tutorial, an infographic, or a series of social media posts.

7. Conduct competitive analysis

Review competitors’ content to identify gaps you can fill. 

• Use tools like ChatGPT to analyze competitors’ content. For example, you can prompt it to summarize a competitor’s blog or provide insights on their content strategy.
• Track competitors on social media to monitor which types of posts generate high engagement.
• Sign up for their newsletters to see how they communicate with their audience.
• Regularly check their SEO rankings using tools like SEMrush or Ubersuggest to identify keywords you might be missing.

Dedicate time monthly to reviewing competitors. Note what’s working for them and adapt similar ideas for your own business.

8. Adapt content to specific platforms

Tailor your content to fit the strengths of each platform. For example, Instagram thrives on eye-catching visuals, while LinkedIn is better suited for professional, text-based updates.

9. Batch content to save time

If resources are limited, plan and create content in bulk. For example, dedicate one day to filming multiple videos or writing several blog drafts. This approach keeps you consistent without overloading your schedule. 

To save time while creating all the creative assents you’ve made, you may hire TodayMade. We're a design service that takes the stress out of content creation. Think of us as your creative partner who can handle all your design needs in one place. Here's what makes us different:

• Fast turnaround: You'll get your designs within 1-2 business days.
• Everything under one roof: From simple illustrations to eye-catching animations, our marketing designers can juggle multiple projects while keeping quality high.
• Easy to track: Check your project status anytime through your personal Trello board – you'll always know what's done and what's coming up.

With our unlimited design subscription, you can plan a whole month of content without breaking a sweat. 

10. Build partnerships or collaborate with influencers

Collaborate with local businesses, influencers, or industry experts to expand your reach. Even micro-influencers can have a big impact by introducing your brand to their loyal audience.

11. Use a content calendar

Consistency is key, and a content calendar ensures you stay on track. Planning your content in advance reduces last-minute stress, keeps your messaging cohesive, and helps you spot gaps or overlaps in your strategy.

12. Vary content types

Experimenting with different formats can help you discover what resonates most with your audience. Combine blog posts, videos, short-form content (like Instagram Reels or TikToks), and images. For example, adding a video to a blog post can increase traffic by 157% and engagement significantly.

With these best practices in mind, the right tools can make implementing your content marketing strategy even easier.

Tools for content research, creation, and distribution

The right tools can simplify your content marketing efforts, saving time and ensuring your content reaches the right audience. Most of the tools we will mention offer free versions or trial periods, making them accessible for small businesses on a budget: 

Content research

Finding the right topics and understanding audience needs is critical to creating engaging content:

• ChatGPT, Claude, or Perplexity: Generate ideas, outlines, or even drafts for blog posts or social media captions.
• AnswerThePublic: Discover trending questions and topics your audience is searching for.
• BuzzSumo: Analyze popular content in your industry and identify influencers who can amplify your reach.
• Google Trends: Monitor keyword trends and seasonality to plan timely content.

Content creation

Once you have a topic, these tools help you bring your ideas to life:

• Canva: Create stunning visuals, infographics, and social media graphics.
• Google Docs: Collaborate on written content in real-time with your team.
• Jasper AI: Automate content creation, especially for repetitive tasks like drafting product descriptions. (of course you can use ChatGPT or Claude for this purpose as well).
• Descript: Edit videos and podcasts with ease, even if you’re a beginner.
• Later or Preview: plan and preview your Instagram posts, ensuring a cohesive and visually appealing profile grid.
• VEED.IO and Kapwing: create and edit short videos, complete with features like adding subtitles and animations.

Content distribution

To make sure your content reaches the right audience, use tools that streamline scheduling and posting:

• Hootsuite: Schedule posts across multiple social media platforms and monitor engagement.
• Later: A user-friendly platform for planning Instagram and Pinterest content.
• Mailchimp: Simplify email marketing campaigns, including newsletters and promotions.
• Trello or Asana: Organize your distribution calendar and ensure timely delivery.

Analytics and tracking

Understanding what works helps you optimize future efforts:

• Google Analytics and Ahrefs: Track website traffic, sources, and user behavior.
• Ubersuggest: Analyze SEO performance, keyword rankings, and backlinks.
• HubSpot (Free Plan): Monitor marketing metrics like click-through rates and conversions.

With the right tools in hand, you’re now equipped to take content marketing for entrepreneurs to the next level. Let’s wrap up by recapping the key takeaways and how you can get started today.

To sum up

Content marketing can seem overwhelming at first, especially for small businesses with limited time and resources. But as we’ve outlined in this guide, it’s possible to start small, focus on budget-friendly strategies, and learn to use content marketing for your business growth.

To recap most important points:

• Content marketing is a long-term investment that builds brand trust and drives sustainable growth.
• Focus on producing relevant, engaging content tailored to your audience.
• Leverage tools and best practices to streamline your efforts, from research to distribution.

Remember, the key is consistency. Start small with manageable goals, and grow your content marketing efforts gradually as you gain confidence and see results.

If you need creative support to enhance your content, TodayMade is here to help with professional marketing design services tailored to small businesses. Reach out to us to learn how we can support your journey.