{"id":13918,"date":"2023-07-20T00:39:44","date_gmt":"2023-07-20T00:39:44","guid":{"rendered":"https:\/\/ownr-blog.com\/?p=13918"},"modified":"2025-12-17T06:16:40","modified_gmt":"2025-12-17T06:16:40","slug":"content-marketing-for-small-businesses-in-2023-a-how-to-guide","status":"publish","type":"post","link":"https:\/\/www.ownr.co\/blog\/content-marketing-for-small-businesses\/","title":{"rendered":"Content Marketing for Small Businesses in 2026: A How-to Guide"},"content":{"rendered":"

When creating a marketing plan for your new business, content marketing plays an essential role. Think of it as a form of digital storytelling that connects with your audience through the creation and distribution of online content, whether in the form of blog articles, video content, or social media posts. <\/span>In this guide, we\u2019ll delve into the various types of content marketing for small businesses, how the technique can benefit your business, and the importance of developing a defined content strategy. We\u2019ll also provide a step-by-step guide to designing your first campaign with ease.<\/span><\/p>\n

What is content marketing?<\/b><\/h2>\n

In simple terms, content marketing is a strategy that involves creating, publishing, and sharing content with your desired audience. The content should be valuable and relevant in nature to retain customers\u2019 attention and address their needs.<\/span><\/p>\n

The purpose of this marketing technique is to build authority within your niche<\/a> and raise brand awareness (or interest in your product or service) in a digestible format.<\/span><\/p>\n

You\u2019re likely already familiar with many of the mediums that fall under the content marketing bucket. Examples include publishing regular blog posts, developing tutorial-style YouTube videos, or creating visual content for your Instagram page.<\/span><\/p>\n

This marketing approach has also become more valuable in the digital age as people consume more content online than ever before. Compared to more traditional forms of marketing (like a pop-up window or radio advertisement) content marketing is something long-lasting that consumers choose to engage with because they find it useful or inspiring, and may even choose to share it with friends.<\/span><\/p>\n

Types of content marketing<\/b><\/h2>\n

There are a number of content marketing formats you can leverage to set your business apart. Below are six of the most common types, along with examples of how each can be employed in your own promotional efforts.\u00a0<\/span><\/p>\n

Blog posts<\/b><\/h3>\n

A company blog can focus on virtually any topic, but with millions of blog-style websites out there, consider a niche that isn\u2019t oversaturated and supports your business goals. A blog should be updated regularly with original and compelling content that meets the needs of your audience and ideally helps them solve a problem.<\/span><\/p>\n

Example: A tech blog that highlights a new founder each week with tips and advice for budding entrepreneurs.\u00a0<\/span><\/i><\/p>\n

Social media posts<\/b><\/h3>\n

Social media sites like Facebook, Instagram, Twitter, TikTok, and LinkedIn are effective platforms for publishing content that is more shareable than conventional blog posts. However, each offers different best practices, content formats, and audience demographics, so determine which channel(s) best suit your business needs.<\/span><\/p>\n

Example<\/span><\/i>: A LinkedIn article that highlights tips from your company founder with an eye-catching infographic. Repurpose the infographic as an Instagram post that links back to the original story.<\/span><\/p>\n

Video content<\/b><\/h3>\n

Creating video content doesn\u2019t need to dry up your marketing budget. Videos can be short- or long-form, either shot on your smartphone for social media use or taken with a DSLR camera for your website or YouTube page. Either way, the footage should be high-quality and contain a narrative that aims to entertain or educate.\u00a0<\/span><\/p>\n

Example: A behind-the-scenes look at how your product is made. Publish the video on YouTube and embed it into a related blog post to maximize reach.\u00a0<\/span><\/i><\/p>\n

Podcasts<\/b><\/h3>\n

This long-form audio content typically takes the form of interviews, educational discussions or non-fiction storytelling. One of the most appealing aspects of podcasting is that listeners can tune in online or on-the-go via their smartphone.\u00a0<\/span><\/p>\n

Example: A weekly series dedicated to debunking misconceptions in your field, featuring humorous anecdotes and expert guests.<\/span><\/i><\/p>\n

Webinars<\/b><\/h3>\n

An online broadcast that is typically hosted live to share insightful and engaging content with your desired audience. The most popular formats include seminars, panel discussions, and Q&As with a featured guest.<\/span><\/p>\n

Example: A virtual panel discussion on a hot-button issue where attendees have the opportunity to ask questions and engage with panelists.<\/span><\/i><\/p>\n

White papers and ebooks<\/b><\/h3>\n

These comprehensive guides serve to inform readers on a more complex topic to aid their level of understanding. Creating these data-backed reports can position your company as an authority and build trust with your readership.<\/span><\/p>\n

Example: A research-backed document that forecasts industry trends for the year ahead.<\/span><\/i><\/p>\n

No matter which content formats you choose, be strategic and create assets that can be leveraged across multiple channels. This will help ensure you maximize your time and budget all while keeping your customers\u2019 needs at centre stage.<\/span><\/p>\n

Benefits of content marketing for your small business<\/b><\/h2>\n

Before we delve into the how-to of creating a content strategy and setting up your first ad campaign, it\u2019s important to understand why content marketing matters. Below are the top advantages to investing time and budget into this marketing approach.<\/span><\/p>\n

1) Distinguish your business from competitors<\/b><\/h3>\n

<\/b>Setting your business apart online is not an easy feat. Content marketing is one of the most effective methods for standing out since it has the potential to foster a sense of community with your readership. This also means producing content on unique topics or in formats that customers haven\u2019t experienced before.<\/span><\/p>\n

2) Build brand recognition and authority<\/b><\/h3>\n

When you devote time and resources to this form of digital storytelling, you become a thought leader in your industry. For this to happen, your content should be useful, meaningful, <\/span>and <\/span><\/i>accurate\u2014otherwise your brand credibility could be jeopardized.\u00a0<\/span><\/p>\n

3) Connect with customers<\/b><\/h3>\n

<\/b>Whether you develop organic content (which refers to content without marketing dollars behind it) or have the advertising budget to run ad campaigns, both afford you the opportunity to reach a wide audience and create moments of connection.<\/span>
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4) Boost website traffic<\/b><\/h3>\n

Search engines like Google tend to favour websites with useful content at the helm. High-quality content is one of the most important factors that search engines use in their algorithm to rank a website\u2019s relevance. This ultimately determines where a content piece appears on the search engine results pages and how easily a user can find it. <\/span>See here for our complete SEO checklist for entrepreneurs<\/span><\/a>.<\/span>
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5) Increase sales potential<\/b><\/h3>\n

<\/b>Written pieces, videos, and social media posts offer multiple touchpoints to reach people throughout various stages of the consumer journey. And once your brand or product becomes a trustworthy resource, there is more opportunity for lead generation.<\/span><\/p>\n

\u00a0<\/span>How to develop a successful content marketing strategy<\/b><\/h2>\n

Ahead of creating content or launching your first ad campaign, it\u2019s important to develop a larger framework from which you can achieve your marketing objectives. In fact, according to Semrush’s <\/span>State of Content Marketing 2023 Global Report,<\/span><\/a> more than three-quarters of companies who saw success in their content marketing endeavours had a documented strategy in place. Here\u2019s a brief overview on how to create a successful content strategy for your small business.<\/span><\/p>\n

Define your audience<\/b><\/h3>\n

Establishing who your business is trying to reach is step number one: Does your brand appeal to a specific demographic? Where does your target audience live? Which industry do they work in? What are their interests? How do they tend to consume content? Asking these types of questions and backing them up with data will help form what is often referred to as a marketing persona (a fictional representation of your target market that acts as a point of reference).<\/span><\/p>\n

Drill down your niche<\/b><\/h3>\n

Content can take many forms and subject matters. While topics like travel, food, health, and technology are all popular verticals, be as specific as possible when establishing your niche. For instance, if you\u2019re in the health and fitness space and your target demographic is Canadian females between the ages of 20 and 35, you may want to focus on\u00a0 content that celebrates the Canadian wilderness and lean into health tips for long winters. Recognizing that Millennials and Gen Zers often seek wellness inspiration from Instagram, you may want to start there\u00a0 with a short-form video series that feels more relatable than aspirational.<\/span>
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Run a content audit<\/b><\/h3>\n

If you have an existing blog or website, set a plan in motion to systematically review each content piece to ensure it suits your audience and area of focus. Many companies perform annual content audits (since strategies can develop and change over time) which also help improve content quality, identify content gaps and flag pieces that could be deleted or repurposed. This process is not a quick fix: it\u2019s a continual effort to elevate your website and improve the overall user experience.<\/span><\/p>\n

Develop a content plan<\/b><\/h3>\n

It\u2019s not wise to publish content on a whim without having a documented process in place for planning and managing it. A content plan outlines what you\u2019re publishing when and can help define key moments of opportunity (such as holidays or events) while also ensuring you post on a consistent schedule. Think about how far ahead you want to plan: each year, each month, each season? An <\/span>editorial calendar<\/span><\/a> is an effective tool for mapping out content. Once you solidify a process, you can start asking questions like: Which existing content of ours performed well this time last year, and should we repurpose it? And what timely content should we start planning now for the months ahead?<\/span><\/p>\n

Create a distribution strategy<\/b><\/h3>\n

It\u2019s one thing to create meaningful content, but it won\u2019t have a lasting impact if people aren\u2019t able to find it. Developing a distribution strategy for sharing and promoting your material will help your brand reach the right people and generate more leads. Distribution strategies are a multi-pronged approach that can benefit from both organic and paid methods. Organic tactics include showcasing your content in an email newsletter, running an online contest, or <\/span>improving your search engine optimization<\/span><\/a>. Paid forms of distribution include Google ads or social media campaigns, which we break down below.<\/span><\/p>\n

How to create a content marketing campaign for your small business\u00a0<\/b><\/h2>\n

Now that you\u2019re familiar with the fundamentals of content marketing, you have the building blocks to create your first campaign. This is a short-term method for promoting your brand or product with a specific objective in mind. A content campaign typically takes the form of paid advertising on social media platforms or search engines but can also refer to tactics like launching a contest or sending targeted emails to consumers over a specific time period. Read on for our step-by-step guide on planning your first content marketing campaign for your small business.<\/span>
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Step 1: Set your business objective<\/b><\/h3>\n

The most important first step to launching a successful campaign is defining your ideal outcome or goal. The strongest objectives are measurable, relevant, and specific. Below are a few examples that may apply to your business:<\/span><\/p>\n