What Content You Should be Creating – Podcast Episode 214

by | Oct 27, 2022 | Latest, Marketing Strategies, Podcast, Podcast notes, Small Business Help | 0 comments

Hey there, my fabulous listener, welcome to episode 214 of the Small Business Made Simple Podcast. 

Thank you for lending me your ears today – I know you have lots of choices, so I sincerely appreciate me being one of them!

If you’re enjoying this podcast – I’d love you to you take a screenshot and share it on your socials and tag me in it.  How cool would that be!

Don’t forget you can get the show notes for this podcast at www.socialmediaandmarketing.com.au/214

Before I get started on today’s episode – how did you go with last week’s episode? Episode 213? With Nicole Smith and all about systems and processes.  If you didn’t listen into that one – then once you are finished here – slip back there for even more small business made simple GOLD!

Oh and can I ask a favour?  At the moment I am collaborating with some amazing Australian thought leaders to do the first ever BIG small business survey.  We want to amplify the voices of small business heading into 2023 to see what’s holding you back, where the biggest opportunities lay in your opinion and what you’d like to see done differently.  If you could take 5 minutes of your time to fill it in, I would be so grateful.  Additionally if you leave your email (you don’t have to) you will receive of $500 worth of freebies from the 5 of us doing it.  My freebie is all about your marketing strategy and is exclusive to this survey – so worth doing just for that!  Here’s the link: https://bit.ly/SmallBizSurvey2022

Thank you for doing that.  Feel free to pass onto your friends/family/audience is they are small business too.

But onto today’s episode.

All about the content you need to be creating – or at least 1 angle of it for 1 podcast as it’s SUCH a big subject.

There’s 3 buckets basically

  1. The content you love/like to make
  2. Content that performs well for the algorithm and your audience, and
  3. Content you have time to create.

If you can produce content that fills all 3 of these buckets – then you have more chance of growing your business into the profitable dream you’d hoped.

So what content do you make that falls into all three of those buckets – you like doing it, it gives you an outcome (sales, list building, trust building, authority, expertise etc) and you have time for it?

Press pause now and think about it – write a list.

Not only write a list of what is working but what’s not working?  What do you HATE doing, have no time to do and frankly, it doesn’t even get you the result you want?

For me, what works and falls into all 3 buckets is what you are listening to right now!

I love making this podcast, it performs well – aka get’s around 1500 to 2000 listens an episode, and I have time to create it.  Ok, the last one is harder – sometimes I am behind in creating it – creating it on the fly – ahem, like today – when 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 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 – I think that’s 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 what to do right?

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.

BUT, and if you are a dancing and singing, we might not be friends after this comment, but those who have amassed loads and loads of flowers 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 dishing 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 what you do love, 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 a new love of content creation, make time to do, have a strategy behind it and 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.

Back to time, 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 one 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!

Having 1 hero piece of content that you can repurpose the heck out of (check out episode www.socialmediaandmarketing.com.au/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 – it’s 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 today’s quickish episode 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.

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 http://bit.ly/Discoverwithjenn and let’s get your marketing humming today – why wait any longer!

Otherwise, let’s chat in my Facebook group – Like Minded Business Owners.  If you’re not a member, come join!

See you next week on the podcast for episode 215!

Please head over to https://bit.ly/SmallBizSurvey2022 and do the survey – and share if you can – the more numbers the better the stats we will have and the bigger difference we can make.

But in the meantime, let’s hang out on social and get social on social – you’ll find me on Instagram, Facebook and my fav LinkedIn.

Oh and before I go, do you have a subject you’d like me to chat about on the podcast or a guest I should interview?  Please get in touch – DM me, or email jenn@jenndonovan.com.au – thank you!

But whatever you do,

……..remember small business peeps, as my opening song says, there’s no point in dreaming small!




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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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