What content should your small business be creating?

Here, Darren Clare looks at five types of content that, as a small business, you can easily create and distribute to help your marketing efforts.

Content is key to getting your small business noticed online.

The creation and distribution of content has become such a significant aspect of effective marketing that it requires a high place in the strategy conversation in almost every business. Some might go as far as to suggest content marketing has become the most effective way to build a business.

There are five types of content that, as a small business, you can easily create and distribute:

Blog posts

Does your website have a blog section? If so, it will become an integral element of your content marketing strategy. There are a number of different types of blogs that you can write, from editorial blogs that provide commentary on industry topics to tutorial posts that provide readers with actionable advice such as how to create a content calendar. You can also create guest blogs from external experts to draw in new audiences. It’s important to keep your blogs relevant to your audience.

Social media

Social media offers small businesses a cost effective and efficient way of engaging with target audiences. However, you have to treat each platform individually as social media is not a one-size-fits-all tool. Content that could work very well on Facebook for example, might not work well on LinkedIn.


Content marketing is about building relationships with your audience. Building a valuable email list is an important task for a small business. A newsletter helps you build a list that is relevant to your business – a list of people who are interested in your products or services. Once it’s up and running you can use it to share breaking news, for offers and launches, and to inform and educate.


Creating a guide or tutorial for a topic that’s relevant in your industry will position you as a thought leader in your field. This type of content is very shareable, and you can also share it with industry press so that they link back to your website and boost your search engine optimisation.


We’re now in the digital age so it’s important for small businesses to share content via different mediums. Videos are great for tutorials, explanations, instructions and training. You can easily set up a YouTube channel, which provides another platform to communicate with your audience, and you’ll also be able to share the videos across social media.

Darren Clare is CEO of Stratton Craig.

Further reading on marketing

Ben Lobel

Ben Lobel

Ben Lobel was the editor of SmallBusiness.co.uk from 2010 to 2018. He specialises in writing for start-up and scale-up companies in the areas of finance, marketing and HR.

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Content Marketing

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