Content marketing is an effective (and essential) way to reach new customers, establish industry credibility and help your small business stand apart from your competitors. But with all of the different content marketing channels (social media, blogs, videos, podcasts, e-books, online courses, etc.), it's easy to become overwhelmed and sideline your content marketing strategy.
That's why we've put together 22 tried-and-true content marketing ideas that your small business can use in 2022. Whether you are a fashion founder, beauty brand or lifestyle startup, there's a little something for everyone! So without further ado, here are 22 content marketing ideas that you can utilize in your 2022 strategy.
1. Behind-the-scenes content
In 2022, transparency will be the most important aspect of your marketing strategy. Consumers no longer care about the flawless Instagram aesthetic or the picture-perfect parts of your business. They care about transparency and relatability. Authentic, personable content helps to create brand trust among your target audience. So don't be afraid to share those imperfect moments and behind-the-scenes images that show who you and your company really are.
2. Why you started your business
Now is the time to share your "why" with the world! Consumers want to support brands that they can relate to and believe in. So tell your audience about your purpose -- why you created your product, what inspires you and how you hope to serve others with your small business.
3. How-to tutorials
How-to posts are incredibly popular on Instagram and TikTok. Why? Because it shows others how to do something in an easy and accessible format that they can save + revisit endlessly. So whether you create a TikTok video to show how to style your product, a step-by-step skincare routine on Instagram or a detailed recipe post for your company blog, find ways to become a resource for your target audience.
4. Your favorite resources
Don’t limit yourself by only sharing posts about your company. Share valuable content from experts in your industry, your favorite books (we love a virtual book club!), a fun playlist and other resources that can benefit + engage your audience.
Polls are an easy way to interact with your audience, build engagement for your brand + learn more about your customers’ preferences. So share a poll on your Instagram Story — this could be about customers’ fave products, if they prefer coffee or tea in the morning, etc. It can also be a fun way to test out new product ideas and collect customer feedback as you build your brand.
6. Industry news
The fashion, beauty and lifestyle industries are ever-changing. So become a go-to resource in your niche by monitoring + reporting on industry news that can make an impact on your audience (i.e new trends, major industry shifts, relevant facts + statistics, etc.).
7. Testimonials + reviews
People tend to connect with those who share our experiences, interest and opinions. So if someone recommends a certain product or brand, we might become interested in learning more or even feel the same way too. Testimonials + reviews provide social proof that can encourage others to support your brand and inspire brand trust.
8. Press features + brand mentions
Leverage the press opportunities you have and share them with your audience! It'll help build credibility both in your industry and among your target customers. (Pro tip: use press features in your ad strategy too!)
9. Sneak peeks
A sneak peek creates a sense of exclusivity and motivates your audience to revisit your page for updates. So whether you're launching your website, an official rebrand, a new product or an upcoming event, get your audience excited + involve by sharing a sneak peek of what's to come!
10. Shoutout or mention other brands
Being able to talk about more than your own brand gives depth to a brand, and makes you more human. And when you endorse other brands, chances are good that the same will be done for you. The key is to keep it relevant.
11. Holidays + special days
There are a million quirky but relevant holidays out there. So take advantage and find some fun holidays that align with your brand! Here are a few examples:
January: New Year, National CBD Month
February: Galentine's Day, Valentine's Day, Black History Month
March: International Women's Day, Women's History Month
April: Earth Day, National Brunch Month, Stress Awareness Month
May: Mother's Day, Mental Health Awareness Month
June: Clean Beauty Day, Father's Day, LGBTQIA Pride Month, Rose Month
July: National Bikini Day, Independent Retailer Month
August: National CBD Day, Black Business Month, National Wellness Month
September: Acne Positivity Day, Hispanic Heritage Month, Self Care Month
October: Plus Size Appreciation Day, Breast Cancer Awareness Month, LGBT History Month, Women's Small Business Month
November: America Recycles Day, Small Business Saturday, Gratitude Month
December: Hanukkah, Christmas, Kwanzaa, New Year's Eve, Champagne Day
What tips, tricks and advice can you share with your audience? Establish yourself as a resource + expert in your niche by sharing educational content. This can be about specific ingredients you use in your products, the history behind the garments you create and other expert insights about your industry.
13. Interview someone you admire
Interviews are a great way to share industry insights with your customers and build brand awareness among a new audience. So tap into industry influencers and others in your niche who can align with your brand + provide value for your audience. This could be a content creator who caters to your niche, a product developer in your industry or even a fellow entrepreneur that you admire.
14. User-generated content
Help your audience feel like a part of your brand by resharing user-generated content. Create a fun dedicated hashtag for customers to use when sharing content about your brand — you’ll get more content to repurpose, and your customers will feel appreciated + important. It’s a win-win!
15. Spotlight creators in your industry
Sadly, many small businesses do not have a budget for paid influencer partnerships. But that doesn't mean you can't build relationships with influencers in an organic way. Spotlight your favorite creators in your industry + introduce them to your audience to build a relationship that's mutually beneficial and authentic. When you support others, they'll show the same support back!
16. Introduce your team
People are more likely to connect with a brand if they can see the face (or faces) behind it. So show off the hard-working team that helps make your brand possible. It'll show your followers that your company is real + authentic, build brand trust among your audience and show your appreciation for your amazing employees.
Quizzes are another fun way to connect with your target customer in an interactive way. Think about the pain points they experience and how your brand can serve them, and create a quiz that aligns with them. For example, you could create a shopping quiz that matches them with product recommendations, an educational quiz that teaches customers about your business/industry, a quiz that gauges their knowledge about a certain topic or a personality quiz that matches their traits to specific results.
18. Takeovers + collaborations
Whether you team up with a popular creator, a brand you're partnering with or an expert in your industry, collaborate with someone who has a passionate audience that aligns well with your own brand. This could be in the form of a social media takeover, a guest post on your company blog, a social influencer partnership, etc.
Transparency is everything when it comes to content marketing. So invite your audience to ask you questions and do a mini Q&A session for your social channels. This can be about your latest collection, entrepreneurship, your inspiration, etc. It's the perfect way to customers engaged with your brand and connect on another level.
20. Instagram Live
Give your audience the opportunity to engage in real time with a Live on Instagram, Facebook or TikTok. You can chat with customers directly, answer their questions and even bring in other creators, brands and experts who can maximize the value + views of the experience.
21. Video content
If you haven’t invested in video content yet, now is the time! Videos consistently generate more engagement than static imagery and are a more exciting way to get your message across. You can share videos in the form of Instagram Reels, IGTVs, TikToks, YouTube videos and so much more. Video content is a must-have for 2022!
22. Competitions + giveaways
Competitions and giveaways are fun ways to get customers engaged with your brand and build excitement about your business. If you are a fashion brand, invite customers to share photos wearing your products + tag your brand for a chance to win a mini shopping spree. If you are a beauty brand, partner with other brands in your niche to provide a gift package to one lucky winner who signs up for your email list. There are endless ways to provide value to your target audience while also maximizing awareness for your small business!