Content strategy on a small team: publish less, earn more
You don't need to post every day. You need to publish the right things and make them work harder.
Small teams often feel they're losing because bigger competitors publish more. But volume rarely wins on its own. Focus does.
Start with the questions customers ask
Every sales call, support email and enquiry contains questions. Write them down. Those questions are your best content ideas, because you know real people want the answers.
Choose three content pillars
Pick three themes that connect what you're expert in with what customers care about, which is easier once you can say what you do in one sentence. Everything you publish should fit one of them. It keeps you focused and builds recognition for those topics.
Make one strong piece, then repurpose it
A single in-depth article can become:
- A short email to your list
- Several social posts, each taking one point
- A slide or two for sales conversations
- A short video or talking-head clip
- An FAQ entry on your website
Set a pace you can keep
Two excellent pieces a month, published reliably, will do more than a burst of daily posts that stops after three weeks.
Review what works
Once a month, look at which pieces brought visitors, enquiries or replies. Do more of those. Quietly drop what didn't land.
Founder of oXo Creatives, founded 2013. Roles at Meta, Google, PlayStation, King and NatWest.
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A plan for what to publish, where and why, so every piece of content earns its place. Typically a few weeks for the plan and first set of briefs.
