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Content Marketing Getting Started
SME · Getting Started Guide
CONTENT MARKETING
FOR SMALL BUSINESS
FOR SMALL BUSINESS
A practical guide to creating content that attracts customers, builds trust, and generates leads — without a big team or budget.
How to Get Started — 5 Key Steps
01
RESEARCH TOPICS
Find out what your customers search for using Google Autocomplete, People Also Ask, and Answer The Public. Your inbox is also a goldmine — every repeated question is a content topic.
02
BUILD THE FOUNDATION
Start with three things: one detailed page per core service, one how-it-works explainer, and one real client case study with specific results.
03
OPTIMISE FOR SEARCH
Include your target keyword in the title, first paragraph, and subheadings. Write a compelling meta description. Add internal links to related pages.
04
REPURPOSE EVERYTHING
Turn one blog post into 5 social posts, an email, and a short video. One well-researched piece can fuel an entire month of content across channels.
05
PUBLISH CONSISTENTLY
One substantial piece per month, consistently, outperforms a burst of activity followed by silence. Build a simple monthly content calendar and stick to it.
06
MEASURE AND IMPROVE
Track organic sessions, keyword rankings, and leads per piece monthly. Content compounds — your 12-month results will look dramatically different from month 3.
Content Marketing Benchmarks
Time to See Results
3–6 mo
For meaningful organic traffic growth
Minimum Word Count
800+
For service pages. 1,500+ for competitive blog topics
Visitor to Lead Rate
1–3%
Typical for content-driven traffic
Posting Frequency
1x/mo min
Minimum for consistent authority building
Common Mistakes to Avoid
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Writing for your business, not your customer — content that focuses on your awards and history doesn't attract organic traffic. Write about their problems.
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No SEO optimisation — great content that isn't optimised for search won't be found by the people who need it.
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Quitting too early — content marketing typically takes 3-6 months to show meaningful results. Most businesses quit at month 2.
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Thin, generic content — a 300-word blog post that says nothing specific ranks for nothing. Go deeper than the existing top results.
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Not repurposing — creating content without distributing it across email and social is leaving most of its value on the table.
Content Foundation Checklist
- One fully optimised service page per core service you offer
- Google Search Console installed to track organic search performance
- Target keyword identified for each page and piece of content
- Every page has a unique title tag and meta description under 160 characters
- All images compressed and include descriptive alt text
- Internal links between related pages on your website
- Monthly content calendar created with at least 3 months planned
- Email list started with a lead magnet or newsletter sign-up
Keep in Mind
This guide covers the foundations. The full PDF below goes deeper — including a content topic research framework, on-page SEO templates, a complete repurposing system, content calendar template, and how to measure content ROI properly.
READY TO RUN THE NUMBERS?
Use our free Content Marketing ROI Calculator to see exactly how much revenue your current activity could generate — and what's possible with optimisation.
It takes 0.05 seconds for a user to form an opinion of your website. What's yours saying?
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