Content. It’s literally everywhere.

We have website content, social media content, content strategy, content creators, content curators, and the list goes on and on and on. But what is content, anyway? And how is it important (and applicable) to small businesses?

By basic definition (because, you know, it’s hard for me to pass up a good definition), content is “something that is to be expressed through some medium, as speech, writing, or any of various arts”, and when referring to internet content, is “the principal substance (as written matter, illustrations, or music) offered by a website.”

To put it plainly, content is the STUFF that you see all over the internet. 

This blog post is considered content. The words and images on my website are considered content. Social media posts are considered content, and again, the list goes on and on and on.

So how is this applicable to your creative small business? How can you use content in a smart and effective way?

Sure, content is information, but content is also communication.

Content is the way you communicate to your ideal client or customer. Content is the way you reach out to them to say, hey, I know about your struggles. I can see you working hard. I get how tired you are. Let me help you. This is how I can help you. 

This is how you can be strategic about using content for your small business. It’s more than just throwing information out into cyberspace and expecting a return; it’s about being strategic about how you weave that information into heartfelt communication–this is how you connect to the heart of your ideal client or customer.

So when you’re creating content for your small business, here are some things to keep in mind.

Good content is fresh. This is the stuff that people have never heard before, or have never heard the same spin on it as you’re giving it.

Good content is relevant. Your content–be it a blog post, an Instagram photo, or a paragraph on your website–meets your prospect at the point of their need. They can relate to you and your business because of how you create your content.

Good content is easy to consume. By that, I mean is clear, readable, not heavy or dry like textbook material. It is something your audience can take and digest without feeling like they just sat through a college lecture!

Good content is valuable. It’s not just fluff and stuff–it’s genuine, real, and truly useful to your audience. The scripture, it is more blessed to give than to receive, comes to mind here, and it’s true! Give, give, give in your business and you will begin to see returns as people come to know, like, and trust you.

So, use content to build your business, but use the right content for your audience. Keep it fresh, relevant, and value-packed. Keep your audience always in mind, and use it to nurture and build them up.