How to create a content strategy
for your small business.

A blank content calendar can feel like another job on an already long list. Before filling it with posts, take a step back: who are you trying to help, what do they need to understand, and what would you like them to do next?

Use the steps below to create a first draft. Keep your answers simple enough that you can actually use them when you sit down to write.

1. Choose one purpose.

Start with a specific job for your content. You might want to introduce a new resource, answer the questions people ask before enquiring, or explain a service more clearly. Choosing one priority makes it easier to decide which ideas belong in your plan.

2. Get close to your audience’s questions.

Describe the person you are writing for in terms of their situation. What are they trying to do? What is getting in the way? What would they need to know before trusting your offer?

Look at questions you have received in comments, conversations or enquiries. Use their language as a starting point. If you are still learning about your audience, treat your answers as working assumptions and refine them as you have more conversations.

3. Put your message into plain words.

Write one sentence explaining who you help, what you offer and why it is useful. Then choose three words that describe how you want your writing to feel—perhaps clear, warm and practical.

Turn those words into writing choices. “Clear” might mean explaining unfamiliar terms. “Warm” might mean speaking directly to the reader. “Practical” might mean including a next step in each piece.

4. Pick three useful themes.

Choose recurring topics that connect your audience’s needs with what your business offers. Give each theme a purpose, rather than choosing broad labels that could mean anything.

5. Build a plan you can maintain.

Choose a publishing rhythm that fits the time you have. Start with one channel you already use and one substantial idea. You could turn an article into a short carousel, a single useful tip and a question for your audience.

For each planned piece, note:

• The reader’s question you are answering.
• The main point you want them to remember.
• The format and planned publication date.
• The next step: read a guide, view a resource or get in touch.

Leave room to respond to real questions as they arrive. Your calendar should help you make decisions, not become a rule you struggle to follow.

6. Review what happened.

At the end of the month, return to your original purpose. Look at the signals that relate to it: useful replies, visits to a product page, enquiries or purchases. Likes can be interesting, but they do not answer every business question.

Write down what you learned, what remains uncertain and one thing to change next month. A small number of responses may not tell you much yet. Keep listening and improving the plan as you go.

Your first draft is enough to begin.

You now have a purpose, an audience, a message, a set of themes and a manageable plan. Keep them together in one place and use them before opening your content calendar.

If you would like prompts to work through your brand, messaging and next 90 days, explore the Content Strategy Planner. Or start with the free Content Marketing Guide.

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