How Can I Create Social Media Content When I'm Busy?

The short answer to this question is: Most small business owners don't struggle with creativity. They struggle with finding the time to create content while they're busy running a business. The easiest way to stay consistent is to capture small moments throughout your everyday life instead, and try your best to step away from the idea of perfection.

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If you’ve ever found yourself thinking “I really should post something today…” only to immediately find yourself blocked on any possible ideas and closing the app to move on to tasks that feel more useful, then you’re definitely not alone.

After working with businesses across Vancouver Island on their social media marketing for over 5 years, I've found that one of the biggest challenges isn’t knowing that they should be marketing their business, it’s finding the time and energy to create the content in the first place. When we get busy, marketing in a consistent way is typically the first thing to go.

The truth is that the small businesses that seem to show up consistently online usually aren’t creating more content because they are more creative - they simply have more content to work with. In today’s social media world, perfection truly is the thief of productivity.

A Content Creation Tip You Can Try Today

Start a “Content moments” album on your phone. Instead of trying to plan out and film several reels in one go, simply make it a point to snap a quick photo or record a 10-second video whenever something interesting happens during your day. Maybe you’ll use it, maybe you won’t.

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Frequently asked questions about Content Creation

What should Small Businesses take photos and videos of?

It could be:

• A project you’re working on

• A behind-the-scenes moment with your team or of your work

• A happy customer (always ask permission)

• Your workspace (and maybe even set the camera up for a before and after workspace cleanup)

• Setting up for a day of work (making/getting your coffee)

• Featuring your favourite local businesses

Don’t worry about editing or posting it right away, just building the habit of capturing the moment is valuable - and by the end of the month you’ll have a library of authentic content that’s much easier to turn into consistent posts for your page. Many consumers enjoy seeing authentic, behind-the-scenes content before deciding to work with a business. Your social media presence is often someone's first impression of your business, which is why the content you share matters more than you may think.

How often should a business post on social media?

The answer to this may actually surprise you: Consistency matters more than frequency. If you can realistically post twice a week every week, and stay consistent with that on a long-term basis, then that is typically more effective than posting every day for one month and then disappearing for two months after. There is no specific amount of posts that will make the algorithm push your content more or less - consistency is key on both the feeds and stories.

How do I know when it's time to hire someone to help me with content creation and social media management?

The short answer to this question would be: When you're sure this is something you want to invest in long-term. Social Media is top-of-funnel marketing, and I typically describe it as having a moving billboard online that is constantly updating and engaging with your community. Seeing results from social media is not instant, but the value remains the same, and consistency is key. My suggestion is to take your time to find someone who takes the time to understand your business, your customers, and your goals. Social media shouldn't feel like someone else's voice, it should feel like an extension of your business.

Build the habit, not the Perfect Post

Creating content doesn't have to mean spending hours scripting videos and strategizing to come up with the "next viral video". The key is to start with consistency, and build something that truly feels like a part of your business.

Start small, capture moments of your business that make you smile, or that shows some behind-the-scenes of you and your team working. Don't worry about perfection or length. Even short 8 second clips can become great content when put together at the end.

Remember: The businesses that stay consistent aren't typically the most creative, they simply have more content to work with because of a habit built to capture it before it's needed.

If you'd like help creating content and a consistent social presence for your business, I would be happy to chat about building a marketing strategy that feels like you.

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