EP. 030 | Not sure how to create content for your business? Try one of these three strategies
Podcast Summary
Content creation is essential for any business and offers an easy, cost-effective way to market. For newcomers, using templates can simplify the start. For more seasoned creators, diversifying content and platforms is key. For those 3-5 years in, establishing a content system can position you as a thought leader and expand your brand's reach. If you want to learn more about which one is for you… let’s get into it!
Episode Highlights
01:32 If you are just starting out, this is your strategy
04:39 If you are a few years in, this is your strategy
09:13 If you are 3+ years in the game, this is your strategy
The Perfect Content Marketing Strategy for Your Business Stage: A Complete Guide
Creating content for your business isn't optional anymore - it's a necessity. But here's the thing: the strategy that works when you're just starting out looks completely different from what you'll need three years in. The good news? I'm breaking down exactly how to approach content marketing based on your business stage.
Why Content Marketing Matters
Content creation stands out as one of the most cost-effective ways to market your business. It's beautiful in its simplicity - with minimal investment in time, money, and energy, you can start building your brand today. The challenge isn't getting started; it's knowing which direction to take. That's why I've developed three distinct strategies based on where you are in your business journey.
Just Starting Out? Templates Are Your Best Friend
When you're new to business or content creation, templates become your secret weapon. Remember those Mad Libs games where you'd fill in the blanks? Think of content templates as the grown-up, business version of that game. They're not just time-savers; they're your foundation for success.
Templates work brilliantly for new business owners because they teach you the fundamental principles of marketing while removing the overwhelming blank-page syndrome. They're built on proven formulas that currently work in the market, created by marketers who understand what resonates with audiences. This means you're not just creating content; you're learning marketing strategy through hands-on practice.
The beauty of using templates when you're starting out lies in their efficiency. Instead of spending hours staring at your screen wondering what to post, you can create content in minutes. This quick turnaround helps you build the most crucial element of content marketing: consistency. When you can easily show up online day after day, you start building momentum and recognition with your audience.
I frequently recommend two key resources for templates that will jumpstart your content creation journey. Reels Report provides trending sounds and fill-in-the-blank style content perfect for social media, while Your Template Club offers Canva templates for stunning visuals. Together, they give you everything you need to start showing up consistently online - think of it as your content strategy in a box.
2-3 Years In? Time to Diversify Your Platforms
Once you've mastered the basics and feel comfortable with regular content creation, it's time to expand your reach. This doesn't mean abandoning templates completely - I still use them after a decade in business. Instead, it means adding more original content to your mix and exploring new platforms.
Creating original content marks an important evolution in your content strategy. It's where you start sharing your unique thoughts, developing your distinct brand voice, and connecting more authentically with your audience. This might look like recording talking-head style videos, starting a podcast, writing weekly newsletters, or sharing behind-the-scenes glimpses of your business on Instagram Stories.
One of the most effective ways to diversify is through what I call the "sister platform" strategy. This approach involves identifying platforms that share similar content formats and cross-posting or repurposing your content accordingly. For instance, those Instagram Reels you're creating can easily find a home on TikTok. Those thoughtful Instagram captions could become engaging posts on Threads. Your LinkedIn insights could expand into blog posts or newsletter content.
Platform diversity matters more than you might think. Relying on a single platform puts your business at unnecessary risk. Platforms can crash, accounts can get hacked, algorithms can change, and sometimes entire platforms disappear. By spreading your presence across multiple channels, you're not just protecting your business - you're expanding your reach and creating multiple touch points with your audience.
3-5+ Years In? Build Your Content Ecosystem
When you've been in business for several years and have mastered both templated and original content across multiple platforms, it's time to build a comprehensive content ecosystem. This advanced strategy integrates different content types and platforms into a cohesive system that amplifies your message and establishes your thought leadership.
The foundation of a strong content ecosystem combines short-form content, long-form content, and email marketing. Short-form content on platforms like Instagram, TikTok, or LinkedIn drives brand awareness and engagement. Long-form content through YouTube, podcasts, or blogs builds your authority and provides in-depth value. Email marketing creates a direct line of communication with your audience - one that you own and control.
But here's the key to making this ecosystem manageable: the hero content strategy. Instead of creating unique content for each platform, start with one substantial piece of content - your hero piece. This might be a YouTube video or a podcast episode. From there, you can strip the audio for a podcast, transform the transcript into a blog post, break key points into social media posts, and use highlights for your newsletter.
This approach isn't just about saving time; it's about maintaining consistent messaging across all platforms while reaching people where they prefer to consume content. Some of your audience might love watching videos, while others prefer reading blog posts or listening to podcasts. By repurposing your content thoughtfully, you're serving all these preferences while building a robust online presence.
Choosing Your Perfect Strategy
The best content marketing strategy isn't necessarily the most complex one - it's the one you'll actually implement consistently. If you're just starting out, embrace templates and focus on building that crucial foundation of consistency. A few years in? Start exploring new platforms and developing your original content voice. Ready to level up? Build your content ecosystem and establish your thought leadership.
The key isn't to compare your beginning to someone else's middle - it's to begin with a strategy that matches your current stage and grow from there. Content marketing doesn't have to be overwhelming. By matching your strategy to your business stage, you can create content that genuinely connects with your audience and grows your business - without the burnout.
Start where you are today. Choose one small step that aligns with your business stage. Then show up consistently, adjust as needed, and watch your content marketing evolve into a powerful tool for business growth. The journey of content creation is ongoing, but with the right strategy for your stage, you can make meaningful progress every step of the way.
P.S. this blog post does include affiliate links, which means I will earn a commission if you decide to make a purchase. But don’t worry, I only promote products I love and use, and this comes at no additional cost to you!