I've got GREAT news for every small business owner!
You don’t need to create more content—you need to create the right content. In this article, I'll show you how to create high-impact content consistently without burning out by focusing on what actually grows your business.
SMART CONTENT = LESS WORK, MORE RESULTS
All content is not created equal.
Use the 80/20 rule in every aspect of your business. 80% of your results will come from 20% of your content.
Now we find the 20%!(🔍 Inspector Gadget voice, anyone?)
These are the characteristics of the 20%:
Quality content. It's got to tick these boxes:
Substance, presentation, clarity, and enjoyable to the listener/reader/watcher.
Deep insights on a topic.
No skimming the surface - we're going the extra mile for our community on this one.
Most important: It's got to S.E.E.D. your intention for future sales.
If you read my previous blog, "I used to avoid selling like the plague UNTIL I heard these words -- Mindset Shift", you know where I'm going with this.
The purpose of content creation for a small business owner is to grow the business. It's MARKETING!
If this feels like A lot already, it's because we didn't do step 1: Identify your most natural, effective and enjoyable communication style. That's your zone of comms genius, and that's where you spend 20% of your content creation time.
Immediately, we've just SAVED a lot of time and effort going against our nature. Added bonus: This is the best representation of who we are and what we do today.
Practical example:
If you're a writer, then write your content as if that's the only piece of marketing you're putting out into the online world. This is you in Picasso mode! If you're a talker, same thing - this is the audio that makes the listener feel like they're part of your BFF crew. If you're a presenter, this is the workshop where your viewer feels like they should at least leave you a tip because it's TOO good to be free.
Take your time, because this is your 1 marketing piece for the week. WHHHATT? Yes, the rest is content distribution a.k.a repurposing.
Warning ⚠️ If you do this part well, all your other content will be good, and the opposite if you don't work your chops on this one.
The content machine is garbage in garbage out.
The added benefit of this method is that it gives you clarity on where your continuous improvement should be focused. Better writer. Better conversationalist. Better presenter.
Now, onto the fun part!
CONTENT DISTRIBUTION
You've completed your masterpiece, done and dusted (😅 phew!). It wasn't easy, but it was worth it.
Choose at least 2 other platforms to repurpose your original work to. Your platform choices depend on:
Where you already have traction - it's not about massive numbers as much as it is the fact that there are real people who have raised their hands (by choosing to follow) to know more about you, your work, and your business.
One platform should be an easy repurpose, for example, taking your blog article and copying and pasting it to your LinkedIn newsletter. Done in under 2 minutes! Or you can take your YouTube video and use an AI application like opusclips to cut it into shorts, reels, and TikTok (if that's still a thing). 5 minutes its done, another 10 minutes you've uploaded to Youtube shorts, IG and FB reels, and Tiktok!
One platform might take a little work but be worth the effort --but still, nothing like you've done on your masterpiece.
For example, you can create a YouTube video or a podcast episode from your article.
Ask Chatgpt to create a Youtube or podcast script that is SEO rich, provide keywords, 5 optional titles and 3 optional hooks.
Here's the prompt for you to tweak:
"I've written an article to inform [target client] about [core topic] and how it can help them [core transformation]. Can you turn this article into a youtube video script that is about [X] minutes long that leads to a natural [Call To Action]. Provide SEO rich keywords, 5 optional titles for the YouTube video and 3 introduction hooks. Here is the article: [copy and paste]."
Once you've got your script (in under 1 minute!), read it out loud at least 3 times and then PRESS RECORD.
All the information to optimise your recording for SEO was already done by ChatGPT; it's copy and pasting.
🧠 For the perfectionists and overthinkers (I've been there too! No judgment.)
Sound quality matters more than how you look or your tech. --i.e. a quiet space to record, a simple microphone, and enough lighting (even natural light).
"... viewers are more likely to tolerate poor video quality over poor audio quality, as good audio can make a video appear more professional, even if the visuals aren't perfect." CreatedVisuals - Why Audio Matters More Than Video
VALUE MARKETING (PERSONAL BRAND)
Content isn’t just about information—it’s about connection. Your audience isn’t just looking for a solution. They’re looking for the right person to guide them
While you're dropping gems in your content, don't forget that it's an opportunity for you to call out your best-fit clients and for them to select you as the kind of person they'd like to work with.
Out of all the people who offer this, why you and why for me?
Share your values in your storytelling.
For your prospective client that's on the fence: they've narrowed down who they want to work with down to 3 coaches, they know you're all able to help him or her and to close the deal they just need something that says "it's going to be a great time working with [X]"
Or it may be "I like what they're about."
Your content strategy is a business growth strategy. Focus on the right content, distribute it wisely, and use it to attract your ideal clients.
What’s your next content masterpiece? Drop a comment below!
I hope this helps you in building some media assets for your small business.
Blessings!
Business Communications Strategist
Connect with me on LinkedIn
P.S. If you love what we're serving here at the Faith & Biz Blog, please subscribe for more gems to transform your entrepreneurship journey by sparking more Kingdom Entrepreneur thoughts.
P.S.S. If you're interested in how to make content that sells, here's a short training using my S.E.E.D framework
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