How to create content for social media and your website

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How to create content for social media and your website

Social Media and Website Content: when you’re a small business, where do you start?

Anytime you’re thinking about creating content for social media or your website, you need to think about your goals. What is the purpose of the content? Are you hoping to educate? Bring Awareness to a specific topic related to a product or service? Set yourself apart as a thought-leader? Generate leads? Communicate critical client or customer information? Once you’ve identified your goals, the next step is to clarify who your audience is.

Who is your audience?

  • Think of demographics. (Age, gender, location, socio-economic status)
  • How are they comfortable communicating? (Do they like to read or listen? Do they use messenger or Snapchat? Email or Fax?)
  • What methods of communication do they prefer? (Have you asked? Do they like blogs? Video? Long form posts? Short form posts?)

What kind of resources do you have available?

  • Be clear on what you have. And only commit to things that you consistently have time for.
  • Talent? (copyrighter? editor? videographer?)
  • Time? (Can you be consistent?)
  • Treasury? (A little dramatic, but do you have some money for ads?)

Sources + Intel:

  • Where will you get information? (Google Alerts? Industry Leaders? News sites?)
  • Frequency? (How often do you get access to new and valuable insights?)
  • Availability? (Are sources gated? e.g.: membership site)
  • Unique? (Is anyone else going to this source of information?)
  • Valuable? (Will be it valuable to share with a broader audience?)

e.g.: If you work in a fast-moving industry, like tech, perhaps what will set you apart is the ability to take really complex topics and break it down in ways that others can easily digest. But to stay on that, you need to be able to find the cutting edge information.

Content Types:

  • Images
  • Video
  • Blogs
  • Infographics
  • Long Form Posts

Basic Content Ideas:


  • News
  • Awards
  • Team Updates
  • Involvement in community


  • New Product or Service
  • Awards
  • In The News


  • Ongoing
  • Share testimonials


  • Highlight what others ask online and offline


  • Look for relationships offline where you may have an opportunity to collaborate. By working together, you will both gain access to one-anthers audiences (*this is where alignment is important; if the businesses don’t have some cross-over collaboration may not be the right tactic.)


  • What is happening locally? (Share things that are happening in your city, town, area.)
  • Volunteerism (Are you out volunteering regularly? Tell your people about it.) Don’t be syrupy and slap yourself on the back for being awesome, but do let people know when you’re doing these things because typically no one else will.

Planning Calendar:

  • Look for cycles in your industry;
  • Think about everything in terms of campaigns.
  • If you’re in real estate, you know that there are certain high seasons. Spring things start ramping up; most people want to find or sell their home before the next school year starts. Fall may be about home maintenance… so on…
  • If you’re an auto dealership, are you creating buzz about a new type of truck? What else can be tied into that?
  • What are common life events that affect your audience? How can you give them better, more valuable information?

Your calendar does not have to be complicated. Look at themes. Spring may be about lists and getting organized. Preparing people for change. Everything should be tied back into your overall campaign. What are you trying to do?


Think about the type of content you are preparing. Will you be able to replicate the process over and over again? Think about multiple platforms. How can you use this content across each?

  • type of content (e.g.: how long does it take you to research, fine-tune, approve and post?)
  • length of content (e.g.: if it is a video, is it one minute or ten? If it is a blog, is it 300 words or 3000?)
  • tone of content (e.g.: is your tone serious and informative or jovial?)
  • ability to recycle or evergreen? (e.g.: Can it be used again or will be relevant for the long-haul.)

Finally, make sure to take calculated risks with your content. In order to stand out and make it worthwhile to follow you, you will need to do things better or differently.

Other Blogs:

Goal setting and social media for business owners who are feeling lost
Get Started With Social Media Management
What is a social media competitive analysis and why does my small business need one?
How should businesses create a plan for social media and how will they track their success?
Social media training: where to start

Kat Macaulay, BA ADdPR BnC
Kat Macaulay, BA ADdPR BnC
Kat Macaulay is a Marketing Strategist, Writer + Speaker known for her no-nonsense approach to pretty much everything. Using data insights, she helps organizations market more effectively to get results that matter. She's also a high-scoring instructor at Mount Royal University, where she teaches Social Media Analytics and Google Analytics + Marketing Measurement. She holds certifications from Google, as well as Facebook and is currently working toward a specialization in Marketing Analytics and a certificate in Data Science from IBM. When she’s not busy juggling kids, volunteering + work, she’s busy planning her retirement to Cape Breton.