A No-Nonsense Content Strategy for Small Businesses
You don't need a 40-page strategy document. You need to know what to say, to whom, on which channels, and how often. Let's simplify.
Most small business content strategies fail not because they're poorly designed, but because they're never actually implemented. The strategy was too complex, too expensive, or too disconnected from the actual business.
The only four questions you need to answer
Who are you talking to? Not "everyone." One specific type of person with specific problems. The more precisely you can describe them, the better your content will perform.
What do they actually care about? Not what you care about — what keeps them up at night, what questions they're Googling, what decisions they're trying to make. Your content answers those questions.
What channels do they use? Don't be everywhere. Be excellent somewhere. One blog + one social channel, executed consistently, beats five channels executed poorly.
What can you sustainably produce? One excellent piece of content per fortnight beats one burnout-and-quit marathon. Build a content rhythm you can maintain for two years, not two months.
The simple system
One long-form piece of content per month (blog post, video, or podcast episode) that answers a genuine question your ideal customer has. This becomes the source material for four social posts, one email, and a dozen stories. That's a content strategy that works.
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