What is content creation?

Discover practical tips on effective content creation. And uncover how content creation can help attract and convert engaged customers.
· 09 February 2024 · 3 minute read

What is content creation?

Content creation is a form of inbound marketing which aims to help prospective customers find and buy from your business using valuable content.

Content creation can come in many different forms, including:

  • Blog articles
  • eBooks
  • Research reports
  • Website pages
  • Videos
  • Social media posts
  • Brochures and other print materials
  • Emails
  • Podcasts.

Content creation helps people in your target audience discover your business. Search engines, for example, Google and Bing, can also use your content to answer people’s questions online.

Learn more tips about how content can help boost website performance

By distributing high-quality, relevant and engaging content, you can help:

  • Increase brand visibility
  • Grow brand awareness
  • Nurture a community with your target audience
  • Build your brand voice
  • Inform your customers.

Learn more about developing a content strategy framework

Content production will look different for everyone. The type of content creation you choose will depend on your business. For example:

  • An electrician could publish blog articles about electrical safety, energy-saving tips, and frequently asked questions (FAQs).
  • A swimwear label could consider boosting its product pages by adding short videos of different-sized models wearing the collection.


Why content creation matters for small businesses

According to McCrindle, The Digital Media Nation, the average Australian currently spends over 10 hours a day interacting with digital media content. What this means is, there’s a lot of opportunity to help customers find your small business through great content.

When you deliver quality content, it can help grow your audience and help convert leads into sales. According to a study conducted by Australia Post and Australian Consumer, Retail, and Services (ACRS) Research Unit, websites (and the great content on them) drive 35% of a customer’s decision to purchase a service. A business website is also the primary source of all product, service and company information.

Keep reading to find out how you can start creating impactful content with even the most modest of budgets.


Types of content creation ideas

There are endless types of content creation available to your small business. Here, we’ll unpack some popular options to help you build your content creation strategy.


Content creation formats for blogs

Business blogging is a great way to educate, entertain and build authority with your target audience. It's also a great way to get in front of potential customers when they search online. Regularly updating your blog keeps your content relevant and signals to Google that you provide up-to-date and accurate information. Below we explore some helpful blogging topic ideas to help you.

1. Tutorials

Start small and choose a narrow topic that people in your industry might be wondering about. For example, write about ‘how to prevent blocked drains’ rather than ‘home plumbing safety basics’.

3. Start a weekly or monthly series

A series can help you explore a bigger topic across a number of blog posts. Just remember to create content that you can easily repurpose for other channels. For example, if you run a local cafe or nutrition business, you could create a ‘seasonal eating’ blog series. You can even repurpose the entire series once it ends as an eBook or infographic.

Learn more about how to start a blog for your small business


Content creation formats for social media posts

Creating social media content can seem tricky. Each social platform is different. And the same post might perform differently depending on the channel. But social media can be a fast and cost-effective way to engage with and grow your customer base.

Below we explore a couple of ideas to help you generate social media content.

1. Share relevant industry news

Sharing relevant news articles from authorities in your industry can be a huge drawcard. This can help keep your audience engaged and informed on the latest news and trends. For example, if the government announces a new voucher or incentive that someone can use with your business, share the relevant post on your social media channels and mention how to redeem it with your business in the description.

2. Share testimonials

Testimonials are great for boosting credibility. Potential customers may be more likely to buy from your business if they know someone liked your business enough to share their experience.

Learn more about how to create a social media strategy


Content creation formats for podcasts

According to Edison Research, The Infinite Dial, Australia currently listens to the most podcasts in the world, outranking the US in 2022. So, it’s worth considering adding a podcast to your small business content marketing strategy. Plus, if you’re camera shy but have a lot to say, podcasts are great for customer connection and humanising your brand.

You can even mix up your podcast ideas to help increase customer engagement. Some popular podcast format ideas include:

  • Q&As with your audience
  • Interviews with relevant experts in your field
  • Discussions of trends
  • Practical how-to advice

Learn more about how to start a podcast for your business.


Content creation formats for videos

Video content creation can be a fantastic way of helping you boost conversions. In fact, Wyzowl’s Video Marketing Statistics 2024, highlighted that 89% of people say watching a video has convinced them to buy a product or service.

Learn how to get started with these two video content ideas below.

1. Product demos

Product demos help potential customers understand helpful ways to use your product. Using a product demo to share how it has solved a real issue for another customer is a great way to help build trust and credibility.

2. Repurpose your blog content

Use the content from your popular blogging topics as the voiceover for a video. A blog post on ‘The best way to get your kids to clean up’ from a Children’s activity business could make for a great video.

Learn more about video marketing for business

Content creation is a powerful tool for small businesses seeking to connect with customers and boost sales. Whether it's through blogs, social media, podcasts, or videos, creating engaging content can help you stand out from your competitors.

The average Australian spends a lot of time online, so having great content can help make your business appear more visible and influential in the digital landscape. By following practical tips and choosing the right content types, even businesses with small budgets can make a big impact.

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