If you run a small business or a startup, at some point you’ve probably wondered two things:
Who has time to do content marketing?
How do you actually know what works?
Fair questions.
The good news is that effective content doesn’t require a full media team. But it does require a system you can sustain, a point of view your audience actually cares about and a simple way to measure impact. That’s the work I do with founders and small business owners, and this is the playbook I hand to clients who want results without burning out.
The mindset shift: from “posting” to building a system
Content isn’t a side quest. It’s your operating system for trust. Instead of trying to be everywhere, focus on being discoverable where it counts and memorable when found. Use a simple, repeatable framework:
Minimum Viable Content System (MVCS)
- Anchor once, slice many: Create one weekly “anchor,” such as a 5-10 minute video, an 800-1000 word article or a 10-15 minute podcast. Turn that anchor content into 5–7 pieces. You can make short clips, a carousel, a newsletter, posts for your Google Business Profile and 2–3 platform-specific micro-posts.
Distribute intentionally: Post where your audience already is (often Instagram, LinkedIn, YouTube/Shorts, TikTok and your Google Business Profile). But don’t just copy/paste. Adjust the hook, caption and call-to-action (CTA) for each platform.
- Measure what matters: Track saves, shares, replies/DMs, branded search and conversions, not just likes.
All of this protects your calendar, keeps quality high and ensures you show up consistently.
Strategy before tactics: get specific about who you help and how
Some content stalls because creating content for everyone backfires. Instead, focus on clarity.
Define the top three jobs customers “hire” you to do. Build content that proves you understand those problems better than anyone—and shows your solution in action.
Own three storylines
○ Proof: outcomes, mini case studies and screenshots…show the receipts
○ Perspective: your take on myths, mistakes and what buyers should consider
○ Process: behind-the-scenes of how you work, including tools, frameworks and checklists
Adopt “Search Everywhere Optimization.” Search now happens on Google and Instagram, TikTok, YouTube, Reddit and AI assistants. Use natural-language titles (“How we cut onboarding time by 47%”), Q&A captions, simple alt text and clear answers. If your post directly solves a real question, it travels.
○ BONUS: Check out this social media SEO playbook for some of the latest updates on this topic
AI Tip: Even if you’re just starting, AI tools like ChatGPT or Copilot can help you create blog posts, social media captions and video scripts in minutes, based on simple prompts. If learning how to prompt isn’t your thing, tools like Donesy make it easier than ever to generate content that’s tailored to your industry and audience, instantly.
The 5×5 Content Sprint (fast momentum for busy teams)
When time is tight, this time-boxed method builds momentum in days, not months:
- Pick one monthly theme tied to a revenue goal (e.g., “Holiday readiness for service businesses” or “Financing 101 for first-time buyers”).
- Gather five Frequently Asked Questions (FAQs) from real sales or support conversations.
- Record a 15-minute answer session. Do one take on your phone. No studio needed.
- Repurpose that answer session into five assets:
○ 1 cornerstone article (or LinkedIn/website post)
○ 2–3 short vertical (also called portrait videos) clips with captions
○ 1 carousel/slide post distilling the framework
○ 1 email or Google Business Profile post with a single clear CTA
- Spend five hours total from recording to publishing. Put it on your calendar like a client meeting.
Run this weekly or bi-weekly to create a reliable baseline that compounds over time.
AI Tip: AI-based editing tools like Descript or CapCut can help you quickly trim and optimize videos into bite-sized content. They also provide automatic captioning, saving you time and ensuring accessibility.
Make it original: become impossible to be confused with another brand
Originality isn’t inventing new topics. It’s delivering unmistakable treatment:
● Lead with lived expertise. Share the mistake you made, the fix you used and the outcome. Specifics beat slogans.
● Build signature constraints. Use a recurring opener, a consistent carousel template and segment names. Consistency itself becomes a brand asset.
● Show faces and places. Show the owner on camera, your team in action and real customers to provide unmistakable context. It signals authenticity and improves relevance.
● Replace generic hooks. Trade “Top tips!” for “The 3-step checklist that cut our onboarding time from 3 weeks to 10 days.”
● Prove it visually. Screenshots, timelines, before/afters and short dashboards—trust accelerates when you show your work.
AI Tip: For AI-powered visuals, tools like Canva’s Magic Design feature and Lumen5 can generate custom graphics and videos based on your content in just a few clicks. They’ll save you from spending hours creating every post from scratch.
Channel priorities (keep this tight to start)
For most founders and small businesses, this mix works:
● Google Business Profile (weekly): Photos, FAQs as posts and “what’s new” updates capture high-intent searchers.
● YouTube/Shorts or Instagram Reels (2–3×/week): Source short vertical (also called portrait videos) videos from your weekly recording. Always add captions.
● LinkedIn (1–2×/week): Post thought leadership and partner stories to build B2B credibility.
● Email (bi-weekly or monthly): Send a regular update to your highest-intent audience. Curate your best recent content with one CTA.
Nail these before chasing new platforms.
Measurement that ties to revenue (not vanity)
Set 90-day goals and keep the dashboard simple. Here are a few metrics to make sure you are measuring.
● Lead indicators: saves, shares, replies/DMs, time watched and scroll depth.
● Demand signals: branded search trend, “how did you hear about us?” responses, calendar bookings and calls from your Google profile.
● Conversion: form fills, quote requests, paid consults and closed-won ratio.
● Attribution hygiene: add UTM parameters to every link you control. Keep a one-screen dashboard that your team actually opens.
If a format doesn’t move a lead indicator in 6–8 weeks, iterate. If it doesn’t move a demand signal in 90 days, re-allocate your effort.AI Tip: Use Google Analytics and AI-powered tools like HubSpot or SEMrush to track which content is driving traffic and leads. These platforms can help you automatically adjust your strategy based on performance, eliminating the need for deep technical skills.
DIY vs. hire: when bringing in a pro pays for itself
Start lean and learn by doing. Consider outside help when:
● Consistency slips or quality drops as workload rises.
● Results plateau, and you need strategic creative direction, not just more posts.
● Distribution is weak (no paid amplification, partner cross-posts, or search/“social SEO” plan).
● You can’t connect content to the pipeline with confidence.
A specialist brings editorial judgment, platform-native creative, distribution playbook and analytics you’ll actually use, plus coaching so your team builds internal muscle. At Not A Guru Marketing, we often begin with a 30-day sprint: we install the MVCS, run the 5×5, deliver templates, and enable your team. Many clients retain us for creative direction and distribution, while they handle capture and community management.
A 30-day action plan you can start this week
Week 1 — Clarity & capture
● Define your top three customer “jobs.”
● Pull five FAQs from sales/support.
● Film your first 15-minute anchor.
Week 2 — Repurpose & publish
● Edit into 2–3 shorts, 1 carousel, 1 blog/email, 1 Google post.
● Ship, even if it’s 80% perfect.
Week 3 — Distribute & listen
● Answer every comment and DM.
● Note which clips get saves and replays.
● Log new FAQs that surface.
Week 4 — Optimize & decide
● Review your mini-dashboard.
● Double down on formats that moved lead indicators.
● Decide what stays in-house and where outside help would speed results for the next quarter.
Turn Strategy Into Action
You don’t need endless hours to make content work—you need a lighter lift, a sharper system and the discipline to iterate. That’s how you stay original, resonate with your audience and, crucially, turn content into a pipeline.
Curious how this system could work for your business? You’ll find me at Not A Guru Marketing, where I share practical marketing advice and playbooks for founders on Substack. If you’re ready to start implementing marketing and growth strategies today, explore the Edson E+I’s resources page and join a supportive local community at an upcoming entrepreneurial event.
