When you’re running a small business, creating content can feel like another endless item on your to-do list. Do you really need to be blogging, posting on social media, sending emails, and making videos all at once?
Here’s the truth: you don’t have to do everything. But you do need the right mix of content that helps people find you, trust you, and buy from you.
That’s where understanding the types of marketing content every business should use comes in. By focusing on just a handful of content types, you’ll save time, stay consistent, and make sure your marketing actually works.
What you’ll learn
- What does “marketing content” mean?
- Why does every business need a content strategy?
- What are the most important types of marketing content to use?
- How do these content types help you attract and convert customers?
- What are real examples of each content type in action?
- How can you keep up without burning out?
- How does Navia make content creation easier for small businesses?
What is marketing content?
Marketing content is any piece of information you create and share to connect with your audience. It could be a blog post, a social media update, an email, or even a flyer at your local coffee shop.
The role of content is simple:
- Increase awareness — helping new people discover your business.
- Build connection — keeping them engaged with helpful, relatable stories, tips, or insights.
- Grow results — guiding them to take action, whether that’s signing up, booking, or buying.
This is your marketing funnel. Every piece of content you create plays a part in moving people through these stages. A blog post can increase awareness by showing up in search. A weekly email can build connection by keeping you top of mind. A testimonial can grow results by proving your product or service works.
Content isn’t about pushing sales nonstop. It’s about leading people through this journey in a way that feels natural, supportive, and human.
Content that increases awareness
Awareness content is what helps new people find you. It’s the first time they stumble across your name, maybe while scrolling social media, searching on Google, or getting a recommendation from a friend.
Blog posts
Blogs are one of the best ways to increase awareness because they show up in search results. A well-written article can live on your website for years, bringing in traffic long after you publish it.
Example: A local landscaping company writes “5 tips to prepare your yard for spring.” When homeowners search for yard prep ideas, they find the post — and discover the business.
Social media posts
Social is where you meet people where they already are. Posts, Reels, and stories give you a chance to showcase your brand personality and share value in bite-sized pieces.
Example: A bakery shares daily Instagram Stories of their fresh croissants. Locals start following, then stop by the shop.
Educational videos
Short videos are a powerful awareness tool. They’re easy to share, quick to consume, and often show up in recommendations.
Example: A fitness coach films “3 simple stretches to fix desk posture”. The video spreads on TikTok, bringing new followers who want more.
Content that builds connection
Once people know who you are, your job is to build trust. Connection content keeps you top of mind, shows your personality, and makes people feel like they know you.
Email newsletters
Your email list is one of the most valuable assets you have. It’s direct access to people who already said, “Yes, I want to hear from you.”
Example: A yoga studio sends a weekly email with class updates, a quick wellness tip, and a reminder to book. Students feel supported and engaged.
Behind-the-scenes content
Sharing your process, team, or everyday moments helps people relate to you. It makes your business feel human.
Example: A jewelry maker posts a Reel showing how a bracelet goes from sketch to finished product. Followers feel more connected to the craft.
Educational blog posts or guides
Not all blogs are about awareness — some are written to deepen trust. These pieces answer deeper questions and show your expertise.
Example: A consultant publishes “How to know if your business needs a strategy refresh.” It speaks directly to people already considering their services.
Content that grows results
This is the final stage — where people decide to act. Results-driven content makes it easy for them to say “yes.”
Testimonials and customer stories
Hearing from real customers is often more convincing than anything you say about yourself.
Example: A skincare brand shares a customer story: “How Emily cleared her skin in 6 weeks using our routine.” Prospects see themselves in Emily and decide to try.
Promotions and offers
Strategic promotions encourage action. The key is to make them clear and compelling, not pushy.
Example: A café offers a “Buy one latte, bring a friend for free” deal. Customers feel motivated to act right away.
Case studies or portfolio highlights
For service providers, showcasing your work helps people visualize results.
Example: A web designer shares before-and-after screenshots of a client’s website, along with a quick story about the process. It shows proof and builds confidence.
How to keep up without burning out
Here’s where most small business owners get stuck: they think they need to create brand-new content for every channel. In reality, you can (and should) repurpose.
- Write one blog post → Break it into 3–5 social media posts.
- Film one short video → Share it on Instagram Reels, TikTok, and YouTube Shorts.
- Collect one customer testimonial → Use it on your website, email newsletter, and social media.
The smartest marketers don’t create more. They reuse and recycle.
This is exactly what Navia helps you do. Instead of wondering how to turn one idea into multiple posts, Navia gives you a full strategy and daily tasks so you know how to stretch your content further. You’ll save time, stay consistent, get confident, and see more results from the work you’re already doing.
How to make content creation easier
If content is how you move people through your funnel, then consistency is what makes the funnel work. But staying consistent is the hardest part for most small business owners.
This is why having the right tools matters. Instead of guessing what to post or staring at a blank page, you can have:
- A strategy that tells you what type of content to focus on.
- A calendar that keeps you on track without overwhelm.
- Content written in your brand’s voice, ready to publish.
That’s exactly what a simple tool like Navia provides: daily guidance, written content, and a clear, custom plan for less than $100/month.
The takeaway
Content is the fuel that moves people through your marketing funnel. By creating a mix of content that increases awareness, builds connection, and grows results, you’ll cover every stage of your customer’s journey.
You don’t need to create endless content or be on every platform. You just need a simple, clear plan that matches your goals and your audience.
Start small. Choose one type of content for each stage of the funnel. Get consistent. And watch how clarity creates growth.
