Is Content Marketing Really Worth It for Small Business Owners?

If you run your own business, you’ll know the feeling: you should be posting more. Writing more. Showing up more.

That constant low hum of pressure to “do content” because apparently, it’s how people find you, trust you and choose you.

And you know what?

It’s true.

Content marketing is one of the most powerful marketing strategies for small business owners. It helps build visibility and credibility and keeps you front of mind with your audience.

But in episode 25 of A Measure of Marketing, co-host Kelly and I sit down to talk honestly about what content marketing is really like for small business owners. The reality, not the polished, theory-based version. The one where you’re staring at a blinking cursor on a Sunday night, wondering if anyone’s even paying attention.

What does content marketing help small businesses do?

When it works, content marketing is magic. It helps:

  • build trust (especially with people who aren’t ready to buy yet)

  • position you as credible and competent

  • keep your business visible

  • support your sales team/bod (because content can answer questions, remove barriers and demonstrate your expertise).

It gives potential customers a reason to believe in you before they ever speak to you.

And that’s powerful stuff.

But – and it’s a big but – content marketing is a long game. It takes time, consistency and headspace. All things that can feel in short supply when you’re wearing all the hats.

Why content marketing feels hard for small business owners

The problem with content is that it never ends. You finish one post and you’re onto the next. And if you’re trying to be on all the platforms, in all the formats, saying all the things? It’s a fast track to burnout.

One of the biggest things I’ve learned (and shared in the episode) is this: you don’t need to be everywhere. You need to be where your audience is – and where you can show up consistently. If that’s one channel and one blog a month, that’s fine.

Consistency over quantity. Quality over noise.

How does repurposing content save time and sanity?

One thing I bang on about (and live by) is the power of repurposing. If you’ve written a blogpost, that’s three LinkedIn posts right there. If you’ve recorded a podcast, you’ve got short-form clips, quotes, social snippets and newsletter content.

Repurposing isn’t cheating. It’s smart. And if you’re a small business owner, it’s essential. You are not a content machine – and you shouldn’t try to be.

 The emotional impact of creating content

What doesn’t get talked about enough is the emotional toll of content. It can feel exposing, awkward or just relentless. You put something out and hear crickets. You stop for a bit and feel like you’ve failed. It’s not just about being visible – it’s about managing how you feel about showing up.

In the episode, we talk about how this emotional weight is often the thing that stops people from keeping up with content. It’s not laziness. It’s overload.

How to make content marketing manageable

So what’s the answer? I recommend:

You don’t have to write a blogpost every week. You don’t have to post to social media every day. But you do need a plan – and a way to make content feel doable (and ideally, enjoyable).

If you’ve ever felt overwhelmed by content marketing – or unsure how to make it work without it taking over your life – this episode is for you: