It’s 5:37 p.m. You’re standing in your kitchen, half-hungry, half-scrolling Pinterest, tossing pasta into a pot and grabbing the only sauce left in the fridge. No plan, just hunger.
And it works, well, kind of. But it’s not memorable, and no one’s asking for seconds.
That’s exactly how most small business owners feel about their content. They post when they can, talk about what feels relevant, and hope this time someone clicks or books. But it doesn’t quite hit.
You don’t need fancier tools. You need a recipe. A plan.
This post will give you a simple framework to stop guessing and start creating content that connects. You’ll walk away with a clear plan, a formula that actually works, and a 30-day guide to build your strategy.
Let’s ditch the chaos and cook up something intentional.
Why Strategy Changes Everything
There’s a big difference between creating content that connects and just… throwing something out there. I’ve done both. I once wrote 12 blog posts in 6 months, all over the place in topic: how I organize my desk, why I love being a solopreneur, a random book review. They were fun to write. But they didn’t attract the clients I actually wanted to work with. There is a difference between blogging for personal reasons and blogging for business.
Then I got intentional about business. I wrote about burnout, boundaries, and systems – the things my dream clients were actively searching for. Within a few months, people were reaching out. They said, “Your post on setting boundaries really hit home.”
That’s the difference. Strategy gives your content a job to do.
For a deeper dive into how strategy fits into your business, HubSpot has a helpful guide to developing a content strategy in 7 steps.
Your Content Recipe: 4 Simple Steps
1. Know Your Customers (And What Keeps Them Awake)
Here’s where most people trip up: they write about what they want to say, not what their audience needs to hear. You can’t help your people if you’re not inside their heads a little. Not in a creepy way, just enough to understand their late-night thoughts.
What do they Google at 11:45 p.m.? What problems come up in your DMs or consult calls?
For me, it was when I wrote “How to Create Email Newsletters from Your Existing Blog Posts”, that post about repurposing old content into emails really struck a chord with readers and became one of my top-performing pieces.
Not sure where to begin? Eyeful Media’s guide on identifying customer pain points can give you solid ideas.
Write down 5–10 real questions your audience asks. Don’t overthink it.
2. Pick One Platform (And Actually Show Up There)
Let me be honest: I tried to post everywhere. Instagram, my blog, YouTube, Pinterest. Guess what? I burned out faster than a candle in a wind tunnel.
Eventually, I chose my blog as home base. It made sense – I like writing long-form, and my ideal clients were already searching Google for support. Then I can repurpose that content over to social channels.
If you’re not sure which platform to choose, ask yourself: where are your dream clients already spending time when they’re actively looking for help?
You can always repurpose later. Start with one. Do it well.
3. Create a Content Calendar (So You Don’t Wing It Every Week)
A content calendar doesn’t need to be fancy. Mine started in a lined notebook and now it’s a custom GoogleSheet. All that matters is that you have a plan.
Start with four topics. Those 5–10 questions you listed? Pick four and assign one per week. Set publish dates. And add a note: What’s the CTA? What’s the point?
Want a more structured approach? This content marketing guide from Squarespace offers great ideas for calendars and distribution.
4. Use This Formula to Write Posts That Actually Convert
You don’t need to be a professional copywriter. Just use this:
Customer Problem + Your Solution + Real Example = Content That Connects.
For example: “You’re juggling client calls, admin tasks, and still trying to post on Instagram. You’re exhausted.”
“Here’s how I set boundaries that gave me back 10 hours a week (without losing clients).”
“One client implemented these three steps and went from burnout to booking only her dream clients.”
Use this framework over and over. It works.
The 30-Day Content Action Plan
This isn’t a sprint. It’s a 4-week stroll with purpose.
Week 1: Research & Clarity
Talk to clients. Revisit old consult notes. Note repeat questions. Pick your platform. Gather inspiration.
Week 2: Planning
Write out your 4 blog post topics. Map your content calendar. Create outlines using the formula.
Week 3: Writing
Write your first four posts. One at a time. Don’t worry about perfection. Write like you’re talking to a friend who needs your help.
Week 4: Publishing & Promotion
Schedule your posts. Create simple social promos. Share in one group. Track views and notes.
What Does Success Actually Look Like?
Let’s be real about numbers. They start small.
Month 1–3: Maybe 10–50 views per post. 1 lead, maybe.
Month 4–6: 50–200 views. People start quoting your posts.
Month 9–12: 5–10 leads/month. Blog becomes a lead generator.
You’re building momentum, not chasing viral.
Metrics That Matter
No need for 10 dashboards. Track these:
- Total blog visits (monthly)
- Email signups
- Booking link clicks
- Top performing topic
That’s it. Keep it simple. Adjust as you go.
Common Traps to Avoid
If I could go back in time, I’d stop doing this:
- Writing random posts that sounded good but served no purpose
- Trying to be on five platforms
- Waiting for everything to be perfect
- Posting without a CTA
Instead, I’d just write consistently. One platform. One post a week. That’s it.
You Don’t Need to Be a Marketing Pro
You just need to know your clients. If you can have a conversation with someone about their problem, you can create content. Honestly, that’s all this is.
Let it be simple. Let it be enough.
Your Recipe Is Ready
We covered:
- Knowing your people
- Picking one platform
- Planning your posts
- Writing with a clear formula
- A 30-day plan
- Realistic goals
You’re ready now. Not when you have better gear. Now.
Want help putting it all together?
If you want help turning ideas into content that actually supports your business, I put everything I use into the Content Creation Workbook & Planner.
Tired of staring at a blank page?
The Content Creation Workbook & Planner gives you a clear starting point, flexible plans, and a calmer way to create content that actually supports your business.
