Content strategy for a 5-figure business – results without overwhelm

If you’re a freelancer, just starting out in business, or currently growing a small team, then you’ll likely feel one thing about content marketing: overwhelm

And that’s understandable. You’re likely doing it yourself while constantly being told, ‘You should be on this platform or that platform’ to see success. 

It’s also tricky to outsource content creation while you’re at this stage. 

So what can you do? 

We’ve worked with people who run 5-figure businesses all the way to 8-figure businesses, and I get so frustrated when people don’t tailor their content marketing advice depending on the business. 

But that’s what I’m going to clarify for you. In this blog post, I’ll tell you exactly what content you should focus on as a 5-figure business—what will save you time, help you make sales, and most importantly, remove that feeling of overwhelm! 

Let’s get stuck in…

The advantage of content marketing for 5-figure businesses 

Use content to understand your audience better…

Now, you may have (quite rightly) thought to yourself, is there much point in investing in content marketing when you’re figuring so much stuff out right now? You’re likely developing your products or services, figuring out your target market, putting together a brochure or website and constantly tweaking and changing things. 

Before these things are set in stone, content marketing offers a unique opportunity to test the waters. Think of each piece of content as a question posed to your audience: “Is this what you need? How can we make it better for you?” 

When done right, content marketing can act as a feedback loop, allowing you to tweak your product or service or your messaging based on what you hear back. 

For example, you could ask your audience on LinkedIn what their most pressing challenges/problems are right now. This isn’t just about gathering data; it’s about initiating conversations and building relationships. Your audience’s responses will guide you in tweaking and tailoring your offerings to better suit their needs.

Check out competitor content…and comments!

A smart thing to do is to check out the engagement on your competitor’s content – particularly those who are a bit ahead of you in terms of what they’ve achieved. You’ll be able to see what resonates with your target audience. 

Take note of the questions asked and the feedback given. What pain points are repeatedly mentioned? Are there any objections or pushback? What topics people really engage with? What language do your target audience use and can you emulate any of that in your marketing copy (such as your website copy)? 

Note that this is NOT about copying your competitors. With limited data, looking at competitor content can give you a better understanding of your target market. 

Build in public and make a connection 

If we had to do our time again as content marketers, we would definitely let people see our process from the beginning. 

We follow people who have built businesses from the ground up, and we’ve seen exactly how they’ve done it. We’ve genuinely felt happy with their wins and found it fascinating watching them navigate problems. We’ve also worked with many of them!

Sharing your process, asking for input, and being open and transparent is a simple way to stand out from your peers who might be trying to appear bigger than they actually are. 

It’s a smart strategy that builds connection and trust. 

That’s not to say you have to post EVERY mistake or problem, but that you can take people on a journey with you – so they route for you, trust you and buy from you. 

This could be doing things like…

• Asking for feedback on a new product/service idea 
• Explaining how you worked through a recent problem in your business 
• Explaining how you helped a client through a problem 
• Sharing wins – landing speaking gigs, podcast interviews, a dream client 
• Sharing struggles – explaining what you’ve personally found difficult, why and how you overcame it  

Connection, connection, connection! 

Making connections with others, such as making connection requests on LinkedIn, should be part of your ‘content marketing time’. It’s not an afterthought. It’s essential for getting yourself out there.  

The big question: what platforms? 

Let’s get this out of the way first. No, you can’t do TikTok, blogging, a podcast, LinkedIn and Instagram all at once. We have no doubt you have the knowledge to share great stuff on these platforms, but you don’t have the people power to make these platforms work. 

You need to do fewer platforms well rather than spread yourself too thin. 

Now, we ordinarily say you should pick 

1. One searchable platform, i.e. a platform where people find you through search such as your blog (searching on Google), Video (searching on YouTube) or podcast (y’know, when searching for a podcast)
2. Followed by a social platform such as LinkedIn, Twitter, Instagram, Facebook, etc

The idea is that you create one piece of long-form content that is found naturally by your target audience, AND then you can repurpose (reuse) this content on one social media platform. For example, typically, we can get 4-8 LinkedIn posts out of one blog post by taking the key points and making them into individual posts.  

Just starting out? Pick the most accessible platform to you

But you have to be realistic. If you’re only just starting out, don’t get too wrapped up in a website blog or video just yet. 

Start posting on social media now, sharing your journey with others, making connections every day, and getting valuable feedback from your audience. 

Bit more established? Take the two-platform approach…

If you are a bit more established, we’d recommend this two platform approach instead. 

Pick one ‘searchable’ platform and one social platform and stick to a small and realistic schedule. 

Get smart about saving time by repurposing your long-form content onto your social platform. 

Duel Purpose Content Marketing

For businesses in the 5-figure revenue stage, content marketing serves a dual purpose: it’s both a personal brand builder and a listening device. It’s about broadcasting your journey, building your personal brand, and sharing your insights. But it’s also about scrutinising your audience, gaining feedback and tweaking your products or services based on what you learn. 

Embrace this phase with the understanding that your content is a tool for exploration and connection. By engaging actively with your audience and being responsive to their feedback, you’re not just marketing; you’re co-creating your business with your future customers. 

This approach doesn’t just lead to a product or service that fits; it builds a foundation of loyal customers who’ve been with you every step of the way.

Remember, your greatest asset at the five-figure stage is your agility. Use content marketing to turn feedback into action.