Want to know how to start content marketing? Follow this easy guide for local small businesses and win more customers with low-cost, high-trust content.
Why Content Marketing Matters for Small Businesses
- Content marketing costs 62% less than ads and pulls 3x more leads. (Semetrical)
- 70% of people would rather learn about a company through articles than ads. (HubSpot)
- 74% of marketers say content marketing generated demand/leads in the last 12 months. (HubSpot)
- 67% of small-business owners already use AI tools to help with content. (Semrush)
“Basically, content marketing is the art of communicating with your customers and prospects without selling.” — Joe Pulizzi (Pepper Content)
Content lets people know, like, and trust you before they buy. That trust is gold for a neighborhood business.
How to Start Content Marketing Steps
1. Know Your Audience
A clear audience keeps content sharp. Write down one simple profile:
- Who they are (age, job, goal)
- One key problem they need fixed
- Where they hang out online (Facebook group, local forum, YouTube)
Why? Businesses that align content to real questions see 2.5x more marketing success.
2. Set a Simple Goal
The SBA says a plan with clear goals keeps you on budget and on time, which of course makes sense. (Small Business Administration)
Pick one of these to track for the first three months:
- Email sign-ups
- Calls or form fills
- Foot traffic on a coupon code
Over 41% of marketers judge content by sales, so a money-linked goal keeps things simple. (HubSpot)
3. Pick a Core Topic and Keywords
List 5 questions customers ask you. Use Google “People Also Ask” for more. Each question becomes an article. For example, our post Is it worth having a website for a small business? shows how one question drives a full guide.
Here’s how:
- Type your product or service into Google.
- Open the “People also ask” box.
- Copy five questions and answer each with a 600+ word article.
When you’re done, link those posts back to a bigger “hub” page, just like our article “Is Local SEO Free?”. This hub-and-spoke model helps pages rank together.
4. Choose Easy Content Types
Start with:
- Short blog posts – 600+ words
- One-minute videos – shot on a phone
- Video is the top format for ROI. (HubSpot)
- Quick social tips – image + tip
| Goal | Beginner-friendly format | Tool |
|---|---|---|
| Trust & search traffic | Blog post | WordPress, Website CMS |
| Quick shares | Short video | Phone camera + Instagram, TikTok |
| Repeat visits | How-to email series | MailerLite, MailChimp, etc. |
Tip: Video keeps rising, but a written blog still works fine.
5. Make a Tiny Calendar
Plan just one piece per month to start, then plan to increase that frequency when you’ve established the habit. CMI leaders who publish steady see 7.8x more traffic. (Content Marketing Institute)
6. Create, Publish, Share
- Write in plain words.
- Add one helpful image.
- Post on your site first, then share the link on Facebook groups and local forums.
- Ask happy buyers to share.
Some tips:
Keep it concise: A good post for a local business is 600+ words.
Keep it clear: Use pictures or short clips if text feels heavy.
Keep it regular: Monthly beats perfect. Weekly’s better. Top performers publish on a set schedule, and 64% of them have a written plan. The key is consistency. (Sproutworth)
7. Publish and promote
- Post to your website first.
- Share the link on your busiest social channel the same day.
- Drop the post into your next email blast.
- Email marketing still leads; 53% of small businesses rely on it for new and repeat customers. (Constant Contact)
- Ask one partner or friendly client to share.
8. Measure and Improve
Check numbers each month: views, calls, sales. 41% of marketers track sales to prove content works. (HubSpot) Adjust topics that flop and double down on winners.
Check once a month:
- Views: Free Google Analytics.
- Leads: Count calls, forms, or coupon uses tied to each post.
- Time on page: If readers leave in seconds, add a picture, bullet list, or shorter intro.
Companies that tweak content with data see 76% more lead growth year-over-year. (Taboola)
Common Mistakes to Avoid
- Trying every channel at once. Start with one and master it.
- Talking only about yourself. Remember Pulizzi’s quote: serve, don’t sell.
- Quitting after a month. Content compounds; it often takes 90 days to see lift.
- Skipping local keywords. Add your city or neighborhood in titles to attract nearby buyers.
Quick Start Toolkit
- Free keyword tool: Google Keyword Planner
- AI helper: ChatGPT for outlines and research
- Analytics: Google Analytics 4
Quick Action Checklist
- Write one customer profile.
- Choose one goal.
- Pick one content type.
- Grab five “People also ask” questions.
- Publish monthly for 4 months.
- Increase to weekly when the habit is formed.
- Review numbers; double down on the top post.
Keep Going
Now you know how to start content marketing. Just remember that content marketing success grows over time. Pros plan bigger budgets because results compound. (HubSpot)
Stay steady, keep it simple, and your local brand will shine.