Business Content Production for Beginners

Content production could be the secret sauce that turns your small business into a well-known brand. Whether you're selling gluten-free craft beer in Brighton or knitted jumpers for cats in Aberdeen, content is your ticket to reaching a broader audience without breaking the bank.

Think of business content production as shouting from the rooftops about your fantastic products or services. It’s how you get people to notice your company through various platforms, from search engines like Google to social media platforms like TikTok.

We prepared this guide for SMEs with small teams and limited resources. We cover the basics of content production, from planning to publishing, using tools and techniques that won’t cost you an arm and a leg.

What You Need to Get Started

SMEs don’t need a fancy camera or a degree in marketing to start producing content. Here’s a quick list of what you will need:

• A smartphone with a decent camera

• Access to a computer or tablet

• An internet connection

• Basic writing skills

• Enthusiasm

1. Plan Your Content Strategy

Define Your Goals

First things first, why are you producing content? Are you looking to drive sales, increase brand awareness or engage with your customers? Setting clear goals will guide your content production and focus your efforts.

• Sales Goals: Promote products, publicise sales and share customer testimonials.

• Awareness Goals: Share your brand story, shout about your expertise and publish informative blog posts.

• Engagement Goals: Start conversations, run competitions and ask for opinions.

Clear, measurable goals are your key to success here. Instead of saying, "We want more followers", say, "We want to increase our Instagram followers by 10% over the next three months."

Understand Your Audience

Knowing your audience is like the secret ingredient in your favourite dish. Who are they? What do they like? What are their behaviours? What problems can you help them solve?

Start by creating basic audience personas. For example, Sarah, 35, a busy mum from Manchester, loves finding easy DIY crafts and quick recipes. Understanding your audience will help you tailor content to their needs and preferences, making them more likely to engage.

Choose the Right Platforms

You don’t need to be everywhere at once. In fact, you should focus your efforts on platforms where your audience spends most of their time. Here’s a quick breakdown of the major players:

• WordPress: A widely-used CMS platform, excellent for creating and managing blog content with easily customisable themes and a range of plug-ins.

• Wix: Beginner-friendly, Wix offers easy drag-and-drop tools, making it a great choice for visually appealing blog designs without web development knowledge.

• Facebook: Great for community building through groups and sharing longer posts with photos and videos

• Instagram: Perfect for visually appealing content like photos and short videos - use stories and reels to engage with your audience.

• Twitter: Ideal for quick updates and news and for efficiently engaging in conversations.

• LinkedIn: Best for B2B connections, professional content and networking opportunities.

• TikTok: Fantastic for fun, short-form video content, especially if your target audience is on the younger end of the spectrum.

Choose one or two platforms, get started and do them well. You can always expand your horizons later.

Create a Content Calendar

A content calendar is like your personal assistant, helping to keep you organised and consistent. It’s essentially a schedule of what you’ll post and when, and it can be as simple as a spreadsheet or even specialist software.

Here’s what to consider when creating your content calendar:

• Decide on Frequency: How often can you realistically create and post content? How often is your audience likely to engage with your content?

• Plan Content Types: Plan in blog posts, social media updates, videos and more.

• Set Dates: Mark important dates like product launches and events.

• Assign Responsibilities: If you work with a team, assign tasks to colleagues.

2. Create Content on a Budget

Write Blog Posts

Blogging is a brilliant way to share expertise, drive traffic to your website and boost your SEO. It’s possible to craft blog posts that captivate your audience without hiring a professional copywriter:

Consider your audience’s interests and pain points using tools like Google Trends to find trending topics. Your headline is the first thing readers see, so make it count. It should be clear, concise and intriguing.

Keep paragraphs short and use subheadings, bullet points and images to break up the text. Depending on your brand, consider writing in a conversational tone, like you’re having a chat with a mate.

Lastly, always sign off with a call to action (CTA). Whether it’s asking readers to share the post, check out a product or guide them on what to do next.

• Intro: Hook your readers with a compelling opening and clearly yet concisely explain what your post is about.

• Body: Provide valuable information, tips or insights that will appeal to your audience.

• Conclusion: Summarise the key takeaways and include a CTA (Call to Action), wherein you provide your visitor with something to do next, whether to make a conversion or read more content.

Create Social Media Posts

Social media is your shop window to the world. It’s important to remember that people are visual creatures, so use high-quality images or graphics.

Share stories about your brand, your customers or your team. Storytelling creates an emotional connection. Social media is a two-way street, so respond to comments, ask questions and join conversations.

Produce Simple Videos

Video content is incredibly engaging, and contrary to popular belief, you can do it on a budget. Outline what you want to say or show, keeping it short and sweet. Best practices will vary between channels and evolving consumer preferences, but sub-2 minutes is a good target.

Because modern smartphones have excellent cameras, you can produce great videos without a professional videographer. But the lens won’t do all the work for you, so ensure you have good, natural lighting and minimal background noise.

Use free or budget-friendly editing tools, and consider adding subtitles and captions to your videos. Remember, many people watch social media videos with the sound off.

Consider User-Generated Content (UGC)

UGC can be a goldmine. It’s authentic, engaging and cost-effective. Start by asking satisfied customers to share their experiences on social media or review sites. You can then feature these reviews in your posts.

Consider starting a fun competition or giveaway that encourages your audience to engage with your content or even create their own. When customers tag you in their posts or stories, share them with your own audience, crediting the creator.

3. Promote Your Content

Now that you've prepared some exciting content, it's time to get it out into the world and ensure it reaches your audience. Here’s how to effectively publish and promote your content to maximise its impact.

Engage with Your Audience

Engagement is key to building a loyal community around your brand. Keep the conversation going by replying to comments and messages. It shows that you value your audience’s input and foster community.

Encourage engagement by asking your audience questions. For example, “What’s your favourite way to use our product?” or “Which of our services has helped you the most?” These are fun ways to engage your audience and gather valuable insights. Remember, some platforms like Twitter and LinkedIn have built-in poll features.

Use Relevant Hashtags

Research popular and relevant hashtags in your industry by searching social media platforms for many uses. Consider creating a unique hashtag for your brand, product, or event. Encourage your followers to use it when they post about your company.

4. Measure Your Success

You’ve created and published content, so now it’s time to see how well it’s performing. Measuring your content's success is essential to understanding what works, what doesn’t and how you can improve. Here’s how to track and use key metrics to inform your future content strategy.

Track Your KPIs

While the metrics you track will depend on your goals, here are some essential ones to consider for different types of content:

• Web Traffic: Track page views, unique visitors and average time spent on your blog pages. These metrics help you understand how many people read your content and find it engaging.

• Social Media Engagement: Measure likes, comments, shares and followers. Engagement metrics show how well your audience resonates with your content.

• Click-Through Rate: CTR is the percentage of people who clicked on a link in your post compared to the total number of people who saw it. A high number indicates that your content is compelling enough to drive action.

• Reach and Impressions: Reach refers to the number of users who see your content, while impressions count how many times it is displayed to them. These stats show how many people see your posts and help you gauge overall visibility.

• SERPs Rankings: Monitor where your content ranks in search engine results. Higher rankings mean greater visibility and are crucial for driving organic traffic to your site.

• Video Views: Track the average time users spend watching your videos. This metric helps assess how engaging your video content is and whether viewers are staying until the end.

• Bounce Rates: Measure the percentage of visitors who leave your website after viewing only one page. A high bounce rate may indicate that your content isn’t compelling enough to keep users engaged.

Data is your friend, and it can guide you in refining your content strategy. Here’s how to use the insights you gather:

Identify What Works

Look for patterns in your successful posts. Are specific topics, formats or times yielding better results? Double down on what’s working well. On the other hand, don’t be disheartened by underperforming content. Analyse why it didn’t resonate. Was the headline not catchy enough? Was it poorly timed? Use this as a learning opportunity.

Don’t be afraid to try new formats or topics. A/B testing can help you determine which headlines, images or content types your audience prefers. Regularly revisit your goals, insights and performance data to stay agile and adapt your strategy.

5. Remain Consistent but Avoid Burnout

Successful content creation is a marathon, not a sprint. Here’s how to maintain consistency in your production while avoiding burnout so you can keep your creativity flowing.

Keep Goals Realistic

If you’re new to content creation, start with one piece per week. As you get comfortable, you can gradually increase your output. It’s better to publish one high-quality post than several mediocre ones, so focus on creating valuable content that resonates with your audience.

Get Into a Routine

Establishing a routine can help you stay organised and consistent. Identify when you’re most productive. Are you a morning person or a night owl?

Treat content creation like an important meeting. Block out time in your calendar each week dedicated to brainstorming, writing and editing. However, life happens, and sometimes your schedule gets derailed. But don’t stress. It’s okay to adjust your routine as needed.

Outsource or Delegate

If you’re feeling overwhelmed, it might be time to delegate tasks or consider outsourcing. Focus on what you enjoy and do best, whether writing, designing or video editing. Delegate tasks that aren’t your forte.

If you have a small team, leverage everyone’s strengths, dividing tasks based on each person’s skills and interests. Websites like Fiverr offer freelance services at a range of price points. You can find writers, designers and social media managers to help lighten your load.

Take Breaks and Seek Inspiration

Burnout often comes from neglecting self-care, so periodically step away from your work. Even a short walk or a cup of tea and a biscuit or two can help clear your mind. Sometimes, a change of scenery can inspire new ideas, so consider working from a local cafe or rearranging your workspace.

Consume content from others in your industry or outside of it. Watch documentaries, read books or attend talks. Inspiration can sometimes come from unexpected places. Engaging with fellow content creators can also provide motivation and fresh ideas. Join online forums, social media groups or local networking evenings to connect with others who share your passions.

Key Takeaways

You now have a treasure trove of knowledge to help you create engaging content on a budget and effectively promote it to your audience. Let’s recap the key points:

1. Plan Your Content Strategy: Set clear goals, understand your audience, choose the right platforms and create a content calendar to keep you organised.

2. Create Content on a Budget: Write compelling blog posts, make the most of social media, produce simple videos and encourage UGC to keep your content diverse.

3. Promote Your Content: Engage with your audience, use hashtags and collaborate to expand your reach.

4. Measure Your Success: Track key metrics to evaluate your content’s performance and adjust your strategy based on the data you collect.

5. Remain Consistent But Avoid Burnout: Set realistic goals, get into a routine, delegate when necessary and remember to take some time out.

Remember, content production is all about trial and error. Don’t be afraid to experiment and learn from your experiences. Not every piece of content will be a hit.

Your unique voice and perspective will make your content memorable. Embrace your creativity, have fun with the process and remember that every piece of content you create will bring you closer to your audience and build the brand you want to become.

Further Learning

To continue learning about content production, consider the following:

• Online Courses: Platforms like Skillshare and Udemy offer courses on content marketing, video production, social media strategy and more.

• Podcasts and Blogs: Follow relevant podcasts and blogs to stay up to date with industry trends. They can provide fresh ideas and insights.

• Networking: Join local business groups or online communities to connect with like-minded SME owners and content creators.

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