In today’s digital-first world, content marketing has become a must-have for small businesses that want to grow, connect with their audiences, and stand out from competitors. In fact, data shows that 90% of small businesses now deploy some form of content marketing, and more than half plan to spend more on it in the coming 12 months.
Whether you’re running a local bakery, a boutique, or any small business, strategic content marketing can help boost your brand’s visibility, trust, and sales. Let’s start by looking at some best practices around content marketing for small business owners, and then some examples of small businesses doing content marketing right.
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Content marketing for small businesses: How to build your strategy
If you’re overwhelmed and don’t know where to start when it comes to content marketing, you’re in the right place (and in good company!) Many small businesses tackle this marketing initiative internally, so you don’t need to hire a pro to get started. The DIY approach is a great place to start, and data shows about 47% of small business owners do all of their own marketing. Here are some general best practices to keep in mind as you dip your toes into the content marketing space.
1. Know your audience
Before you write a single blog post or film a video, you need to know exactly who you’re talking to. Many small business owners make the mistake of trying to speak to every possible new customer instead of staying laser-focused on the ones who are most likely to come in and make a purchase.
To do this, you’ll need to define your ideal customer. You can sketch out your target customer persona by getting clear on things like age, gender, demographics, and needs. From there, you can tailor your content to address that highly specific audience.
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2. Start with a blog or resource hub
Blogging is still a powerful tool for search engine optimization (SEO) and customer engagement in the world of content marketing. It can help you show your expertise and give people a reason to keep coming back to your site. A post that’s in the ballpark of 1,500 words will allow you to be thorough without taking up too much of the reader’s time.
A great place to start with blogging is by writing pieces that answer common questions, explain the benefits of your product or service, and spotlight some of your best-selling items in how-to guides, customer stories, and more.
This law firm’s blog answers common questions potential clients may have.
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3. Be consistent
Posting once a day isn’t necessary in 2025. Instead, posting several times a week consistently is more effective, as it shows your audience you’re not merely experimenting for a month and then going dark. Find a realistic schedule for your small business’s capacity (and stick to it).
If it’s helpful, consider using a content calendar to plan your topics ahead and stay organized. You can also create content in batches that you can store and use later, so you’re not scrambling for ideas on what to write about at the last minute.
4. Repurpose your content
Although content marketing work can feel like a hamster wheel at times, the good news is: you can repurpose and repackage your existing content into new material. In fact, 94% of marketers already repurpose their content, with the remaining 6% planning to do so in the future.
One blog post can turn into a newsletter, a video script, social media content, infographics, and so much more. Don’t start from scratch when it comes to content marketing for your small business; repackage what you already have to lighten the workload.
This healthcare privacy platform invited an expert to co-host a webinar with them. They then repurposed that webinar into an on-demand download, a social post, and a Q&A-style blog post.
5. Distribute widely
You can write the best content in the world, but if no one sees it, your work will be all for nothing. Make sure you have at least a plan to distribute content across your brand’s social media channels and a newsletter to expand your reach online.
When it comes to social media, you don’t need to be on every platform. Instead, pick one or two where your audience hangs out and focus there. Share your content, interact with followers, and use Stories, Reels, or live videos to humanize your brand.
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6. Measure and adjust
Track what works and what doesn’t around your content marketing efforts. Use tools like Google Analytics, social media insights, or email campaign reports to see which content drives traffic, engagement, or sales.
Focus your energy moving forward on the types of content and topics that perform best with your audience so you’re not investing time and energy into articles that don’t perform well.
Examples of small businesses crushing content marketing
It doesn’t matter what type of business you run: Content marketing should still be in the mix with your marketing initiatives. Let’s look at a few examples of small businesses using content in creative ways to drive website visits and purchases.
Baked by Melissa
This bite-sized cupcake business uses content to promote not just its products but lifestyle inspiration as well. Their blog is filled with recipe ideas, gift guides, baking tips, and more. Doing so positions the brand as a resource for foodies and gives the brand a place to tell stories about the ethos behind the business.
Mr. Rooter Plumbing
This plumbing franchise offers educational blog posts and videos explaining plumbing tips, maintenance guides, and DIY fixes. By being helpful in a proactive manner, they build trust—and customers are more likely to call when a real problem hits. Plus, it’s great for SEO and helps the website rank higher in Google search results. Win-win!
GoGlow Spray Tan Spas
For this service-based small business, content marketing is approached with a how-to mentality. Many posts on their blog include helpful tips and tricks for pre- and post-spray tan care, as well as ideas on how to extend the life of the tan so customers get the most bang for their buck. Taking an educational approach helps anticipate customer questions and saves staff from having to go through FAQs over and over.
Books Are Magic
This independent bookstore in NYC brilliantly uses content marketing by making it personal. They highlight staff picks, new releases, and community events, using content to foster a sense of belonging. As a result, it positions the store as a community hub and makes its blog a go-to source of information for its book-loving customer base, keeping them up to date on new releases and in-store author events.
Get a lot more content marketing examples here.
Content marketing: A small business’s best friend
You don’t need a big budget to make content marketing work—you need a smart strategy, a clear understanding of your audience, and a willingness to be helpful and authentic. Start small. Be consistent. Tell your story. Your audience is out there, and content is how you reach them.
