by | Dec 5, 2022 | Business Building Musts, Marketing Strategies, Small Business Help

Let’s dive into the content you need to be creating – or at least one angle of it for this blog as it’s SUCH a big subject.

Basically, I find that when discussing content with clients, most falls into one of the following three buckets:

  1. The content you love/like to make
  2. Content that gives you an outcome (sales, list building, trust building, authority, expertise, performs well for the algorithm and your audience etc)
  3. Content you have time to create

Now as a little activity – write down what content do you make that falls into all three of those buckets above (ie content that works).

The next step, is to take stock and write a list of what’s not working:

  1. What do you HATE doing
  2. What do have no time to do
  3. What doesn’t even get you the result you want

For me, what works and falls into all 3 buckets is my Small Business Made Simple podcast!

I love making my podcast, it performs well, and gets around 1500 to 2000 listens an episode, and I have time to create it.  And as a behind-the-scenes truth bomb, I do honestly find carving out the time to make my podcast hard – sometimes I am behind in creating it, and I know I should take time to batch create (but don’t – but I haven’t missed a week in almost 4 years!)

For me, I would say it’s the 3rd option I find the hardest – time!

Time to create.

And I’m sure that many of you are nodding in agreement right now.

Unfortunately, or fortunately, we all have the same 24 hours a day, it’s just how we choose to use it and maybe even the help we get to do it!   Getting more help in 2023 to produce more content is definitely what I am working towards.

But content that performs well is definitely worth exploring.

You might be thinking, “Jenn, my socials don’t perform well, I don’t like doing them AND I rarely have time so how should I approach that?”

If you do think that, put your strategic marketing hat on and answer these questions:

  1. Do your socials not perform well because you don’t take the time to produce the content that your audience wants but rather what you think the algorithm wants?
  2. Do you not have time because you are too busy trying to create the content you think you need to create rather than what your audience is asking for?
  3. If you did take time to research and produce content that your audience wants, do you think your socials would bring you a bigger return on investment of time?
  4. What if you had a strategy? Would that help?

Pointing and singing and dancing on Instagram Reels has worked for some.  Absolutely it has.  They have pointed and danced their way into a fortune and a great business model.

And a little heads up – if you are one of those into the dancing and singing content, we might not be friends after this comment:

Those who have amassed loads and loads of followers and purchased expensive cars from growing their Instagram audience dancing and singing, have created a business to teach others to that too.  That’s their business!

I have grown my business from this to this on Instagram – what me to teach you how to do it too?  Great, buy my course and I will teach you – basically how to dance and sing and point.

I might sound like I am dissing those people, but I’m not. It’s a totally legitimate business model and not dissimilar to mine in ways. I know marketing, what to know, how to market your business, come do my course/be my client and I’ll teach you.

BUT if it’s not in your business values or is unauthentic for you to dance and point on a reel, then you might be thinking “That’s what people want and yet I can’t do that, so why try, right?”


Not everyone wants to see that.  YOUR PEOPLE want to see what you have to say – you just need to figure out the methodology of delivery for that message.

Podcast, Blogs, Insta Stories, Reels, TikTok – etc etc.  That’s the trickier bit!

What content do you LOVE to make?

If it’s none – then it’s time to hire a content creator in your business because if you’re in business you are in the business of marketing and marketing is content – you can’t escape that reality.

What COULD you learn to love if you love nothing!

But if you do know what you do love, then I say do more of it because there’s every chance that’s what your audience is loving too because they get a good vibe from you because you are loving making it!  Full circle stuff!

So, find what you love creating or try new things to find the type of content creation that:

  • Works for you
  • You can make time to do
  • And – have a strategy behind (test, measure, polish, test, measure, polish)

Start with those two things of the 3 – love doing it, have time to do it and strategically watch the data to see if it then performs well for your audience.

You don’t need viral content, you probably couldn’t handle the business, but you do need YOUR people to see it, interact with it and enter the vortex of a sale process because of it – remember sometimes it’s many, MANY, touch points before a sale is had.

Now, just touching back on the time thing.

If you don’t have time for content, then my best ever advice to you is video!

Do more video.

Pick up your phone, click record, talk for 15, 30, 60 seconds or 4 minutes if you like, put captions on it and upload to the socials you want it to be on or embed into an email.

Content done for the day in less than 5 minutes.  If you don’t like video AND don’t have time, then my amazing human you are going to have to do one or the other – find more time to create or get over your fear of video!

PRO TIP: Having one hero piece of content that you can repurpose the heck out of (check out this podcast episode 53 for repurposing hacks) can also help with time constraints or content building issues.

Hero pieces of content could be a blog, a video, a podcast. Something that is substantial enough to repurpose and slice and dice and it’s consistent. That’s the recipe for hero pieces of content.

Content creation and strategy is a big subject – one I talk to my clients and audience about a lot and in more detail than I can put in this blog. But, this specific piece of content was all about getting you to think a little more about the content you create or don’t create (but should)!

My wish for you is to have your create fall into all 3 buckets – you love to do it, have time to do it and your audience loves and responds and gives you the ROI you need from it.

Please head over to my Facebook group Like Minded Business Owners or email – I’d love to know your thoughts on content and how you go about creating it.

As always, if you want to chat about a marketing strategy or if you have one and want it to work better for you in your funnels or nurture sequences, then let’s chat.  Book a discovery call with me and let’s get your marketing humming today – why wait any longer!

Or, let’s hang out and get social on social – you’ll find me on Instagram, Facebook and my fave LinkedIn.


Don’t forget, you can book a free discovery call with me to talk about how I can help you with how to make your content shine! Simply click the link and grab a spot!

My Like Minded Business Owners Facebook group is also a great community to join – full of awesome people in small business.

Or you can DM me on Instagram or send me an email

I wish to acknowledge the Traditional Custodians of the land, the Yorta Yorta People, on which I conduct my business today and pay my respects to their Elders past and present. I extend that respect to Aboriginal and Torres Strait Islander peoples reading this blog post today.

About the Author:

Jenn Donovan of Social Media & Marketing Australia.  Jenn’s an expert marketing coach and mentor from rural NSW. She is all about empowering business owners to earn what they’re worth so they can make a bigger difference in the world.  The Founder of Buy From a Bush Business, Co-Founder of Spend With Us – Buy From a Bush Business Marketplace and host of the very popular podcasts Small Business Made Simple and Stories from the Bush. Jenn is all about community and humans interacting with humans!  H2H Marketing – human to human marketing. Jenn talks the talk but importantly walks the walk! Jenn’s online community is over 320,000 with her famous Facebook Group currently at almost 370,000 members and still growing every day.  She’s the mayor of her own little online city!

Get in touch –

On Instagram – @jenndonovan_

On Facebook – Jenn Donovan

Or on LinkedIn as Jenn Donovan


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Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!

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