How to Create Impactful Content for Your Business
How to Create Impactful Content for Your Business

How to Create Impactful Content for Your Business

Curious how to create content that really hits the mark with your audience? Well, you’re in for a treat because this podcast episode is all about just that. We’re talking about crafting content that does more than just sit there—it engages, educates, and gets your audience itching to take action. And let’s face it, building that trust and authority is key for any B2B relationship.

Now, I hear you asking, “But what if my budget is tight?” Don’t worry, we’ve got you covered! We’re spilling the beans on how to keep your content vibrant and effective without feeling a financial pinch. I’m also sharing tips on how to become a bit of a detective on social media, use SEO to your advantage, and really tune into what makes your audience tick.

So, join us in this episode as we unpack all these insights and strategies and more. Let’s get your audience engaged, educated, and eager to jump on board with what you’re offering.

Mentioned in This Episode Podcast


Hey there, and welcome to The Content Experiment Podcast, a podcast for service driven business owners who are ready for some real talk when it comes to marketing. There’s so much buzz out there about marketing and content strategy from people who aren’t actually doing the work themselves. And then there’s us the true small business owner who is simply trying to make an impact in their own small circle of influence.

I’m Abby Herman, fractional Marketing Officer, content strategist and podcast manager for business owners who want to make their marketing feel easier and more streamlined, so they can get back to serving their clients and making those sales. Here we talk about real marketing strategies for those who are in the weeds and doing the work, not outsourcing it to big teams, you’ll hear from real business owners, just like you who are marketing on a budget looking for easy to implement strategies and want some guidance from people who are accessible and real. Thank you so much for being here.

I know that you want to make an impact with your content, you want to make sure that people get something out of it, and that they take action on it. And that’s probably why you listen to this podcast. But what does it actually mean to make an impact with your content? And with your marketing? How do you get people to interact with your content, you create content that sparks something in them that teaches something, or that compels them to take the next step with you.

So this week, on the podcast, we’re going to talk about creating impactful content, what that actually means. Some strategies for creating content, impactful content on a shoestring budget, how to figure out like what content you should create in the first place that resonates with your audience, and then building out a content calendar for that impactful content. Now, next week, we’re going to talk about engaging your audience with that content. So this was kind of like the precursor to next week’s episode, so make sure that you’re subscribed so you can tune in next week as well.

Alright, so what makes content impactful? Its ability to engage, inform and drive action without necessarily direct or quote, unquote, salesy promotion. And this is really crucial for building trust and authority in the b2b or business to business space. So what makes content impactful when you focus on creating content that educates, solves problems, or addresses specific needs of your b2b audience, and this again, creates and fosters trust and credibility, impactful content positions your business and you as the CEO, as an industry leader, and it helps you to build long term relationships with your audience, which is, again, essential for the b2b audience and essential essential for their decision making process.

So what does that impactful content look like? So some of the key elements that contribute to a to your contents impact include making sure that it’s relevant to your target audience. So the key thing here is to tailor your content to address the unique challenges and questions of your target market? How do you know what this is you ask them, I recommend doing an audience survey once or twice a year, or if in your if your business shifts in any way, so that you can find out what your people want and need. If you’re not sure how to do this, I have a free audience survey challenge that you can get access to at the content It walks you through the process step by step. And impactful content also has actionable insights. So it should have some like key advice or takeaways that the audience can implement. And this gives your audience immediate value. It should also be really compelling to your audience. So make sure that you’re telling a story solving a problem and in general, just being really authentic. So let’s say that you have a shoestring budget, and you want to know how to create some really impactful content on that shoestring budget. I get it. A lot of businesses are cutting expenses right now. So business owners are creating their own content or trying to market their business says on a smaller budget. So here are some strategies that might help you with this.

So first, focus on what I like to call Minimum Viable content marketing. This is creating the minimum amount of content that you need to create to make sure that you continue to have visibility and then stopping there, you do not have to be in all of the places, it’s enough to create one piece of pillar content a week, or every other week and pillar content I define as a podcast, your YouTube videos, or a blog post. So publish one of those every week or every other week. Post a few times a week on one social media platform wherever your audience is hanging out. And make sure you have a way for people to join your email list. And make sure you’re emailing your audience at least every other week, preferably weekly. And this is probably enough to stay visible and present online when you are in a mode of really trying to shoestring your marketing. Other ways to develop content on a small budget include leaning on case studies and testimonials from clients. Your clients are a great resource for fresh content, ideas and social media posts. You can leverage AI tools like chatGPT to help cut back on the amount of time you’re spending, creating content. I had ChatGPT create the outline for this very podcast episode and then I put my own spin on it, you can listen to episode 257 of the podcast for more on how to do this. And I also have a guide for chatGPT prompts that you can access at

Other ways to shoestring your budget your marketing budget expert interviews, you can conduct interviews with industry experts within your network to provide valuable insights to your audience at a low or no cost. And if you have a podcast I hope you do this often. I hope you have guests on your podcast to share. And by the way, for those of you who are tired of hearing me talk by myself on the podcast, guest episodes are starting back up soon. So stay tuned. You can also repurpose your content, maximize the value of the content that you create by repurposing existing materials into multiple formats like blog posts, podcasts and infographics that will help you to extend the reach and engagement without additional costs or at a minimum cost. So I have a client who we repurpose YouTube videos on a regular basis using I have another client who has a podcast. And we also we meaning her Podcast Producer, films it and we put it on their YouTube channel. And then we create clips using get Both of those are paid services, but they are low cost paid services. And they’re it’s really easy to repurpose content that way. You can also take one piece of content that you originally intended to be a single piece of content like a blog post or a podcast episode and repurpose that into an infographic or multiple infographics, you can create a series of social media posts with that one piece of content. Or you can even take it and break it up into chunks for a webinar or shorts on YouTube. So lots of different ways to do that.

And then you can also update old content, refresh and republish the content that you already have out there with updated information, new data, maybe recent trends, and that helps you to increase its lifespan. I’m doing this over at the content experiment lab at my shop where you can get low cost marketing and content tools that you can use in your own business. I’m taking old masterclasses and old tools that I created years and years ago, I am revamping them and re sharing them and publishing them selling them on The Content Experiment Lab shop. So that is again at And I’m adding new products over there on a regular basis. All right.

So we’ve talked about creating the content on a shoestring budget. Let’s talk about like understanding your audience. and making sure that you’re creating what your audience actually needs and wants. The whole point in creating content is to help your audience understand how you can support them in their challenges. It is meant to help support them and answer their questions, educate them, and showcase how you are the solution for them. No longer is content like podcast episodes, blogs and YouTube videos are the go to for audience growth, though. Instead, these pieces of content are how we nurture your audience members who have already found us through things like podcast guesting speaking on summits and stages being a part of bundle giveaways among other things. So you have to know what the challenges of your audiences is in order to deliver the content that they need and want. So hopefully, you’re doing the attraction pieces in your marketing by showing up in in front of other people’s audiences. Now you need to understand what your new audience members actually need and want from you.

So I’ve already talked about my free Ask Your Audience challenge, which again, is that But there are some other things that you can do to better understand your audience also things that you should do on an ongoing basis. So this is not just something you do once or twice a year, this is something that you do multiple times a week. So first, pay close attention on social media to see what people are talking about. I have been spending 30 minutes a day, almost every day of the week chunk checking in on LinkedIn, and certain Facebook groups to see what people are posting and sharing and what they’re commenting on other people’s posts and shares. I also make sure that I’m looking at comments that people have made on my content and the content of people who are also in the marketing world. So I’m really trying to get a pulse on where people are right now. You also want to listen to what your clients are saying, both on social media, in their emails in to you on calls, write down their challenges, even if they’re outside of your level of expertise, or even your field altogether, knowing what’s important to them, will help you speak more closely to potential customers just like them. And honestly, through conversations with clients, I have modified and just and adjusted my own services, and my own contracts, to make sure that I’m serving my clients even better and in a way that feels good for me. You can also create polls on social media to encourage people to comment and share their thoughts. This also helps to foster more community which is very powerful right now. The one warning I will say about using polls on social media is to just realize that some of the people who comment and respond may not be your ideal customers. So just keep that in mind. Take everything that is said in those polls with a grain of salt.

And of course analytics review in a couple of weeks. We’re going to talk more about this, but make sure that you’re regularly reviewing website and social media analytics so that you understand what content performs best and why that way, you can create data driven content strategy adjustments.

If you want to uplevel your content and get more organic traffic, you can also leverage some SEO, SEO tools to help so you might need to hire an SEO professional to get you started, or your friendly neighborhood fractional marketing officer like me, that’s a good place to start to, but know what keywords you’re ranking for, what you like to rank for where your competitors are ranking, and then optimize your website content and your social media posts to support those goals. Now we’re going to talk quickly about building a content calendar. Because if you want to create impactful content, you should have a content plan of some sort. It’s really important to have that put together so that you know what direction you’re going in your content, you know where you’re focusing, you know what your ultimate goals are. So I teach you how to create a content calendar in your 90 day content plan. This is a private audio feed that you can get access to in the content experiment lab shop. And again, I’m not going to mention again that there’s a link in the show notes for that. And this whole thing starts creating your content plan starts with knowing what your zones of genius are those topics that you can talk about. forever and ever and ever without getting tired of it, or maybe you get tired of it, but you don’t actually run out of things to say, then with results from your audience survey, you can plan out your content for 90 days at a time. These content themes are the zones of genius that you create can help you plan out an entire month of content based around a few key ideas. And consistency is one of the most important things to keep in mind. I recommend finding a cadence that works for you and your time or your financial budget that you can stick with over a long period of time, one month, six months. That’s not enough to determine whether your content and your marketing is working.

You can publish your pillar content, so your podcasts or blogs, or your YouTube videos at least every other week, which I’ve mentioned before, and do it weekly if you can, and make sure that you’re emailing your list regularly. Again, I recommend weekly, you want to stay in front of these people who want to learn and get into more information with you. There are tons of tools available to help you with your content creation, I use a mix of airtable and clickup. Depending on where each piece is in the process. Google Docs is my own go to for writing up things like my show notes, my emails and my social media posts. And if you already have your 90 day content plan, if you’ve already purchased that, send me an email at Abby at the content And let me know I’ll double check that you have it. And I will send you the template that I use for my own content. And if you buy it now it will have a link to the template inside. I’m adding that in there.

If you found value in what you learned here today, I would be so honored if you would leave a rating and review and don’t be shy about sharing the episode with someone who might need it. The more you share this podcast with others the more we can get it into the earbuds of more business owners just like you who are looking for easy to implement strategies and want some guidance from people who are accessible and real. That’s what you’ll find here. Thanks so much for being here. Until next time, take care.

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