Content Planning for Small Business: Get Found Online
You don't need an agency or expensive tools to rank on Google. Small businesses can compete with a smart content strategy. Here's how to plan content that brings in customers - even on a tight budget.
What You'll Learn:
- How to identify topics your customers are searching for
- Creating a simple content calendar (without overwhelm)
- Writing content that ranks without being an SEO expert
- Tools that cost less than one client lunch
Why Small Businesses Need Content
Content marketing works for small businesses because:
- Lower CAC than ads: Once content ranks, traffic is free
- Builds trust: Helpful content positions you as the expert
- Compounds over time: Content gets better with age
- Works 24/7: Your content sells while you sleep
Step 1: Find What Your Customers Search For
Don't guess what to write about. Find out what people are actually searching for.
Simple Method: Topical Map
- 1. Go to Topical Map AI
- 2. Enter your business type (e.g., "plumber in Austin")
- 3. Get 800+ keywords your customers search for
- 4. See them organized by topic
- 5. Pick the most relevant ones to write about
This gives you months of content ideas in 60 seconds.
Step 2: Choose Topics That Convert
Not all content is equal. Focus on topics that bring in customers, not just traffic.
| Priority | Topic Type | Example |
|---|---|---|
| High | Service + Location | "Emergency plumber in Austin" |
| High | Problem + Solution | "Water heater not working" |
| Medium | How-to guides | "How to unclog a drain" |
| Medium | Cost/pricing | "Water heater replacement cost" |
| Lower | General education | "Types of water heaters" |
Step 3: Create a Simple Content Calendar
You don't need to publish daily. For small businesses, consistency beats volume.
Realistic Schedule:
- Week 1: Main service page (your core offering)
- Week 2: Problem/solution article (customer pain point)
- Week 3: How-to guide (helpful resource)
- Week 4: FAQ or comparison article
- Repeat monthly
That's just 4 articles per month - about 1 per week. Manageable for any business owner.
Step 4: Write Content That Ranks
You don't need to be an SEO expert. Follow these simple rules:
- Answer the question: Give people what they're looking for
- Be comprehensive: Cover the topic thoroughly (1,500+ words for guides)
- Use headers: Break up content with clear H2/H3 headings
- Include your location: Mention your city/area naturally
- Add a CTA: Tell readers what to do next (call, book, contact)
Budget-Friendly Tool Stack
You don't need expensive tools. Here's a small business stack:
| Tool | Purpose | Cost |
|---|---|---|
| Topical Map AI | Find all topics to write about | $29/mo |
| Google Search Console | Track rankings & issues | Free |
| Google Analytics | Track traffic & conversions | Free |
| ChatGPT or Claude | Help write content faster | $20/mo |
| Total | $49/month |
That's less than one client acquisition via ads. And the content works forever.
What to Expect
Content marketing takes time. Here's a realistic timeline:
- - Month 1-3: Publishing content, little traffic
- - Month 4-6: Some keywords start ranking, trickle of traffic
- - Month 7-12: Consistent traffic, leads start coming in
- - Year 2+: Content compounds, significant lead source
The key is consistency. Publish weekly, and in 6-12 months you'll have a lead-generating machine.
Start Today
The best time to start was a year ago. The second best time is now.
Generate a topical map for your business and see exactly what your customers are searching for. Then start writing.
Free topical map for your business