If you have a business in 2025 there’s pretty good chance you never hear the end of “creating content” from your business. But what does that actually mean?? And more importantly how can this content turn into paying customers??

One thing that marketing companies may not tell you is that content marketing isn’t just about endless meaningless posts about anything. You have to be intentional with the content you put out because it matters who you reach with your content.

Curating unique content for your business is the best way to go, I’ll get into some amazing content ideas for your business so you can spend your money and time wisely.

What Content Marketing Really Means

The core of content marketing is about sharing information that genuinely is valuable information and helps your viewers solve a problem.

Now the catch, and where most people go wrong, is about curating the content to position your business as the obvious choice when they’re ready to buy.

If you’re still lost then think of it like this. If you own a gym then you should be writing content about workout routines or high protein recipes or how to stay motivated for a workout.

Someone reads your article on meal prep, finds it helpful and suddenly your gym isn’t just another building with treadmills.

Step One: Figure Out Who You’re Talking To

Before you start writing you need to consider who’s actually going to be readings, and who you want to be reading.

What keeps them up at night? What problems are they Googling at 2am? What would make their life easier?

Create a simple profile of your ideal customer. Give them a name if it helps. “Sarah runs a small cafe and struggles with social media marketing.” Now you’re not writing for everyone. You’re writing for Sarah.

Step Two: Map Out Your Content Strategy

Having a strategy for your content sounds over the top but it’s really just planning what you’ll create and why.

Brainstorm 20 topics that your audience would actually care about and would add value to your readers.

Now organise them into categories, start with problem solving content that answers specific questions your customers have, then educational content that teaches them something related to your industry and finally inspirational content so like stories, case studies, behind the scenes stuff that builds connection

Step Three: Choose Your Channels

Choosing what content channels to focus on is another great tip. You can’t be everywhere. So don’t try.

Who are you targeting? Kids go to TikTok, adults then Facebook? Businessmen then go to Linked in.

Pick two or three channels maximum. Do them well rather than spreading yourself thin across everything.

Blog posts are great for SEO and establishing expertise. Videos work brilliantly if you’re comfortable on camera. Social media helps you build relationships and stay top of mind.

Creating Blog Posts That Actually Get Read

Here’s where most businesses stuff it up. They write for search engines instead of humans.

Start with a headline that makes someone stop scrolling. “10 Ways to Improve Your Marketing” is boring. “Why Your Marketing Isn’t Working (And the Three Things You’re Probably Doing Wrong)” is better.

Write conversationally, keep paragraphs short and don’t drone on.

Video Content: Don’t Overthink It

A lot of business owners don’t even consider video content. But at the end of the day if its your business, and your the boss, you don’t actually have to be in any videos.

Talk with your employees who is comfortable being filmed and maybe consider hiring someone new who is open to that.

Then get them t film content at your actual business. People love realness, show the behind the scenes or how your business gets things done. Meet the team videos also engage people.

Your phone camera is fine. Natural lighting near a window works. Just press record and talk about something useful.

Share a quick tip. Answer a common question. Show how your product works.

Social Media: Quality Over Quantity

Posting three times a day doesn’t mean anything if nobody cares what you’re saying.

Better to post twice a week with something valuable than every day with filler content.

Mix it up. Share your own blog posts sometimes. But also comment on industry news, share customer wins, post quick tips, or just show a bit of personality.

The algorithm doesn’t matter as much as you think. Creating content people actually want to engage with matters more.

Why Small Businesses Actually Have an Advantage

Big businesses beat small businesses in terms of budget, but small businesses beat big businesses in terms of being real, responsive and actually connecting with people.

Your audience engagement doesn’t need millions of followers to work. Sometimes 100 people who genuinely care about what you’re doing beats 10,000 who barely notice you exist.

SEO Without Losing Your Mind

Search engine optimisation sounds technical, but the basics are pretty straightforward.

Research what phrases your customers are actually searching for. Tools like Google’s Keyword Planner or Ubersuggest help with this.

Use those phrases naturally in your content. In headlines, subheadings, and throughout your writing. But don’t force it. If it sounds weird, it probably is.

Your Next Steps

Strat small and get bigger as you go.

Create a simple calendar. What will you post next week? Next month? Having a plan removes the daily stress of figuring out what to create.

Actually, help people solve their problems, that the secret to success. Become valuable so people stick around.