In 2024, content marketing has evolved, and so have the strategies that truly work. As a marketing expert who’s seen countless approaches come and go, I can tell you one thing for sure: the traditional content marketing calendar? It’s outdated. Instead, let’s dive into how to craft a strong content marketing strategy for small businesses that resonates with your audience and drives real engagement.
Why I’m Not a Fan of Content Calendars
If you’ve followed my work, you know I’m not a fan of content marketing calendars. While they can provide structure, they often lead to repetitive, uninspired content that doesn’t connect with your audience. Let’s be real—content created just for the sake of posting is never going to be as effective as content that’s timely, relevant, and infused with genuine enthusiasm.
Social media, after all, is meant to be social. It’s not about blasting out content just to check off a box on a calendar. It’s about creating connections and sparking conversations. So, instead of sitting down once a month to plan out every single post, I recommend you take a different approach.
Step 1: Create Content on a Cycle
Rather than sticking rigidly to a content calendar, try creating content on a cycle. Sit down once a week, look at what’s going on in your business and industry, and ask yourself: What makes sense to post this week? Write a handful of posts that are relevant to your current experiences and decide when to share them.
You don’t need to post every day, and certainly not multiple times a day unless it feels right. The key is to be intentional with your content. Talk about what you’ve been up to, share insights from events you’ve attended, or discuss new strategies you’re implementing. If you find yourself struggling to come up with content, it might be time to step outside your routine. Attend events, read new books, or explore different ways to improve your business. These activities will naturally generate content ideas.
And sure, there’s nothing wrong with the occasional “Wacky Wednesday” or “Throwback Thursday” post, but don’t rely on these gimmicks too heavily. When overused, they can lead to change blindness, where your audience starts to ignore your content altogether.
Step 2: Understand Your Marketing Message
This should be the foundation of any content marketing strategy. Your marketing message is more than just a tagline or a description of your services. It’s the story you tell your audience about what you do and why it matters. For example, at Grow Disrupt, the company I run, we design and produce educational events for ADHD entrepreneurs. But if that’s all we talked about, it would get old quickly.
Our deeper marketing message is about creating space for passionate visionaries to reconnect with what makes them incredible. This message is woven into everything we do, from our pop ballads and TV shows to comic panels. These aren’t just random creative outlets—they’re intentional ways to reinforce our core message.
So, how do you find your marketing message? Start by asking yourself three key questions:
- What do I love about my clients? For me, it’s their passion and vision. They’re not just working—they’re on a mission to make their dreams a reality.
- What do my clients hate about my industry? When I asked my clients what frustrates them about the self-help and business growth industry, I got an earful. They’re tired of being overwhelmed and losing sight of what makes them special. Understanding this frustration helps me craft a message that resonates with them.
- What do I really do for my clients? Beyond the events and content, what I truly offer is a space for entrepreneurs to reconnect with their vision and gain the tools they need to grow. It’s not just about the service—it’s about the transformation they experience.
Step 3: Create a Content Idea Repository
You need a place to store your content ideas. Personally, I use Slack. Every time I have an idea, see a post I want to replicate, or snap a photo I want to share, I drop it into a Slack channel. This way, when I sit down to plan my content, I have a treasure trove of ideas ready to go.
Sometimes, I’ll even transfer these ideas into a dedicated document in Google Drive. I may never use all of them, but having a go-to list is incredibly helpful when I’m stuck or need inspiration.
Step 4: Block Time for Regular Content Creation
Content creation needs to be a regular, scheduled activity. Block out time on your calendar to plan, create, and post content. If you’re struggling with a particular social media platform, consider whether it’s worth your time and energy. Not every platform is right for every business, and forcing yourself to engage with one you dislike won’t yield great results.
That said, social media has its value. It’s not going to save your business on its own, but it can amplify your efforts and extend the impact of everything else you do. A single post can keep the momentum from an event going for weeks, helping to build connections and engagement.
Make Content Marketing Work for You
The best content marketing strategy for small businesses in 2024 is one that’s flexible, intentional, and deeply rooted in your unique marketing message. By creating content on a cycle, understanding your message, maintaining a repository of ideas, and blocking time for regular creation, you can build a strategy that not only engages your audience but also aligns with your business goals.
Ready to take your content marketing to the next level? Visit thestephaniescheller.com to learn more about how we can help you grow your business with authentic, effective marketing strategies. Let’s make 2024 your best year yet!