7 Content and Brand Marketing Tips For Small Businesses

Ready to skyrocket your brand and become an authority in your industry with content marketing? You’re on the right track—but let’s face it: content creation isn’t a walk in the park. It’s a powerful tool, but it requires a mix of creativity, strategy, and persistence. Don’t worry, though! With the right approach, you can craft content that not only resonates with your audience but also drives real results. Here are 7 essential content and brand marketing tips every small business needs to thrive.

Learn How to Leverage Your Story through our Story To Asset Framework.

This is a continuation of our series on Brand building through content creation. If you are new here, see the first publication in the series: Brand Building With Content Creation – The Right Way.

Here are the related articles on the Brand building series

• Building Your Brand with Content as a Small Business Owner
• 7 Content and Brand Marketing Tips For Small Businesses
• Brand Building, Using Content Pillar Strategy
• How To Create Brand Awareness For Your Business In Simple Steps
• How To Build Brand Awareness For Your Business

Now, before we dive into the details, let’s get one thing straight. Content marketing isn’t just about throwing words, images, or videos into the digital space and hoping they stick. It’s about crafting something valuable—something that leaves a lasting impression on your audience and keeps them coming back for more. 

According to the Content Marketing Institute, 72 percent of marketers say content marketing increases engagement and leads. That’s proof that it works, but only if you do it right.  Let’s talk about seven powerful strategies to help you use content marketing to boost brand awareness and grow your business.

The Power of Content Marketing for Products and Services

Content marketing is all about using valuable content to attract the right audience, engage them, and ultimately drive sales. Think of it as a way to start conversations with potential customers—without being pushy or salesy.

See also The Future of Content Marketing in 2025: Top 10 Trends for Marketers Ahead of the Curve

Instead of asking people to buy immediately, you give them something useful. Maybe it’s an informative blog post, an engaging video, or a podcast episode that answers a burning question they have. In return, they start seeing you as an expert, someone they can trust. And when they’re ready to buy, guess who they’ll think of first? 

A study by Demand Metric found that content marketing costs 62 percent less than traditional marketing and generates about three times as many leads. That’s a game-changer, especially for small businesses working with limited budgets. 

Choosing the Right Type of Content for Your Audience

Not all content is created equal. What works for one audience might not work for another. That’s why understanding your audience is the first step. 

Do they prefer reading blog posts? Watching videos? Listening to podcasts? Maybe they love interactive content like quizzes or infographics. Once you figure that out, you can create content in a format they actually enjoy. 

For example, if you run a fitness brand, short, high-energy workout videos might work better than long blog posts. If you’re in finance, people might prefer detailed guides and case studies. The key is to test different formats and see what gets the most engagement.

Content Marketing vs. Traditional Selling

Traditional selling is direct—it tells people, “Buy this now.” Content marketing is different. It nurtures relationships, builds trust, and makes your brand the go-to choice when the customer is ready to buy. 

Think about it. Would you rather buy from a company you barely know or from one that has consistently provided you with valuable information and insights? 

See also 5 Content Marketing Strategies And Distribution To Leverage In Your Business

According to HubSpot, 47 percent of buyers view three to five pieces of content before making a purchase decision. That means your content plays a crucial role in shaping their buying journey.

Here are three key differences between Content Marketing and Traditional Selling:

Approach to Engagement:

Content Marketing focuses on building long-term relationships by providing valuable, informative content that attracts and educates potential customers. It’s about nurturing trust over time.

Traditional Selling is often transactional, focusing on closing sales quickly through direct pitches, cold calls, or in-person meetings.

Target Audience Interaction:

Content Marketing draws in customers through relevant content that resonates with their needs and interests. It’s a more subtle approach that lets customers come to you when they’re ready.

Traditional Selling relies on actively pushing a product or service, often to a broader, less targeted audience, with the aim to make immediate sales.

Sales Cycle:

Content Marketing supports a longer sales cycle, where customers move through the buyer journey gradually as they consume content and become familiar with the brand.

Traditional Selling is typically focused on a shorter sales cycle, pushing for quick decisions and immediate transactions.

Best Practices for a Successful Content Marketing Campaign

Now, let’s get practical. If you want your content marketing to work, you need a solid plan. 

First, define your goals. Are you looking to drive traffic? Generate leads? Increase sales? Knowing your objective helps you create content with purpose.  Next, create a content calendar. Consistency is key. Whether you post daily, weekly, or monthly, stick to a schedule. 

Then, focus on storytelling. People connect with stories, not just facts and figures. Share real experiences, success stories, and behind-the-scenes insights. 

Lastly, track your results. Use tools like Google Analytics or SEMrush to see what’s working and what’s not. Adjust your strategy accordingly.

Using Content to Strengthen Your Brand

Your brand isn’t just your logo or tagline—it’s the feeling people get when they think of you. Content plays a huge role in shaping that perception. 

If you want to position yourself as an authority, focus on: 

• Educational content: Teach your audience something valuable. How-to guides, case studies, and expert insights work well. 
• Thought leadership: Share unique perspectives and industry trends. LinkedIn articles and opinion pieces can help establish credibility. 
• User-generated content: Encourage customers to share their experiences with your brand. Testimonials, reviews, and social media shoutouts add authenticity. 

According to Edelman’s Trust Barometer, 81 percent of consumers need to trust a brand before making a purchase. That’s why credibility-building content is so important.

Aligning Your Content with Your Brand Strategy

Every piece of content you create should reflect your brand’s values and mission. If it doesn’t, it’s just noise.  Start by defining your brand’s core message. What do you stand for? What makes you different? Your content should consistently communicate that message. 

Next, make sure your content is relevant to your audience. Keep up with industry trends, answer common questions, and provide solutions to real problems. 

Also, use storytelling to make your content more engaging. Instead of saying, “Our product is great,” share a story about a customer who benefited from using it. 

Making Your Blog Posts More Engaging with Visuals

Let’s be real—nobody wants to read a giant wall of text. That’s why visuals matter. Studies show that content with images gets 94 percent more views than content without. That’s a huge difference. 

Use high-quality images, infographics, and videos to break up text and make your content more engaging. If you’re not a designer, tools like Canva and Piktochart make it easy to create professional-looking visuals. 

Also, don’t forget about formatting. Use short paragraphs, bullet points, and subheadings to make your content easy to scan. People don’t read every word—they skim. Make it effortless for them to get value from your content.

How Blogging Can Help Build a Community Around Your Brand

Blogging isn’t just about putting information out there—it’s about starting conversations. When you consistently publish valuable content, you attract people who are interested in your industry. Over time, they become part of your brand’s community. They engage with your content, share it with others, and even contribute their own insights. 

See also Building a Community Around Your Podcast: How Creative Entrepreneurs Can Engage Listeners

To make the most of this, encourage interaction. Ask questions, respond to comments, and invite readers to share their thoughts. You’re not just a business—you’re a brand people want to connect with.

Key Takeaways on Content Marketing and Brand Building

The most important thing to remember is this: content marketing isn’t a quick fix—it’s a long-term investment. But when executed properly, it’s one of the most powerful ways to scale your business.

Here’s a quick recap:

• Content marketing builds trust and establishes authority.
• Different types of content serve distinct purposes—tailor your approach to what resonates most with your audience.
• It’s far more effective than traditional selling because it fosters relationships, not just transactions.
• A solid strategy and consistent effort are essential for success.
• Visual elements enhance engagement and make your content stand out.
• Blogging helps cultivate a dedicated community around your brand.

By applying these strategies, you’ll begin to see just how impactful content marketing can be. And who knows? The next time someone needs a solution you provide, your brand could be the first they think of.

Learn How to Leverage Your Story through our Story To Asset Framework.