An essential guide to content creation (tips & examples)

What is content creation?

Content creation is a form of inbound marketing which aims to help prospective customers find and buy from your business. It involves developing and publishing content that customers would consider valuable.

Types of content formats

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

Benefits of content creation

By creating and 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
• Improve organic search rankings (SEO).

Boosting your websites’ organic search rankings through creating content is particularly advantageous for connecting with potential customers.

This is achieved through SEO, whereby your business website and content are optimised to achieve higher rankings in search engine results (For example, Google or Bing).

Learn more about developing a content strategy framework

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

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. 

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 ideas 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 topic that you are knowledgeable about. For example, write about ‘how to prevent blocked drains’ rather than ‘home plumbing safety basics’.
2. 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
3. 101 content. Address common inquiries that new customers often have. Consider the queries you had when starting out, or those you encounter now. Draft a blog post providing clear responses to these questions. By anticipating and addressing your audience's concerns, you can build credibility and enhance your search engine visibility.
4. Comparisons. If you're an expert in a particular niche, sharing your insights can guide readers when they’re choosing from various products, services or solutions. 

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

Content creation ideas 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.
3. Infographics. Infographics visually represent data or narratives, making complex information easier to understand and breaking up text-heavy content. They're often shared on social media as engaging and educational assets.
4. Content promotion. This involves promoting content via your social media channels. You can do this by sharing links to content published on your website or other platforms. By strategically promoting other forms of content, you can maximise its impact. This can help drive both immediate engagement and long-term growth.
5. Product spotlight. Use your social media platforms to explain the benefits of your newest product or service. Product spotlights effectively leverage visual content and direct messaging to help drive engagement and educate consumers.

Learn more about how to create a social media strategy

Content creation ideas 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: Answer questions submitted by listeners.
• Interviews with relevant experts in your field: Feature well-known industry experts, thought leaders or influencers.
• Discuss trends: Provide your thoughts on emerging or trending topics in your industry.
• Practical how-to advice: Share knowledge on how to do things relevant to your industry. For example, how to change a tyre for a car mechanic business.

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, as well as it's features and benefits. 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.
3. Go behind the scenes. Behind-the-scenes videos are a valuable form of content because they authentically showcase a brand's inner workings and humanise the business with exclusive insights. They’re authentic and can help you foster a deeper connection with the audience.
4. Tutorials. Tutorial videos are great because they help provide practical knowledge, solve problems, and help position you as an expert. They also encourage engagement and sharing among users seeking educational content.

Learn more about video marketing for business

In modern marketing, content is king

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.

Learn more about how to evolve with your customers in our Tech State of Play Report series. 

Originally published January 2024, updated September 2024.