Content creation is one of the most recommended marketing strategies for small businesses and for good reason: it’s great for SEO, it’s how people discover your brand and it’s a way to build trust with your audience. But here’s the thing: just creating content isn’t enough. If you’re publishing random posts just because you feel you should, you’re not helping your brand. In fact, you might be doing more harm than good.

At Progress Planner, we believe in intentional, valuable content. Because the world doesn’t need more posts, it needs better ones. So what makes content valuable? And how do you actually create it? In this post, I’ll tell you what valuable content is and how you can create it. 

Why valuable content matters

Valuable content serves two essential roles:

1. It helps your audience. Whether they’re looking for a solution, trying to understand a concept, or comparing options, good content makes them feel seen and supported.
2. It helps search engines understand and trust your website. Google loves high-quality, helpful, well-structured content. Not keyword-stuffed nonsense.

And here’s the thing: if you’re not going to make something useful, don’t make it at all. Seriously. You’re better off skipping a post than publishing something half-baked or empty. That’s not just a hot take; it’s a solid strategy.

Progress Planner will remind you to create content, but only if you want to create something worth reading, watching, or listening to. If not, dismiss the task. There is no shame in that.

When is content valuable?

What’s valuable to you isn’t always valuable to your audience. So start here:

 1. Know your audience

Before you write a single word, make sure you know who you’re writing for. Not on a vague level; really know them. You don’t need a fancy persona template. But you do need clarity. Try this instead:

• Who am I creating for?
• What do they need?
• What are they frustrated by?
• What do they search for on Google? Or ask ChatGPT?

And think about behavior, not just demographics. Are they scrolling LinkedIn between meetings? Watching YouTube tutorials after the kids are asleep? Googling problems during their morning commute?

For example, if you’re targeting Gen Z freelancers, a 2-minute Instagram Reel about client red flags might hit harder than a 1,500-word blog post. But if you’re reaching CFOs at mid-sized companies, a downloadable guide or a detailed blog post may perform better, especially if it’s well-researched and skimmable.

Knowing your audience helps you make content decisions faster and keeps you from creating stuff no one asked for.

Feeling a bit stuck? Read our post “How to come up with ideas for blog posts?“

2. Know your goal

Just because a piece of content is valuable to someone doesn’t mean it’s valuable to you. So always ask: what am I trying to accomplish? Your goal shapes your format, tone, length, and even the call to action. A few examples:

Want to rank in Google? Focus on long-form content with clear structure, headings, and depth. Google rewards helpful, complete answers.

Want visibility on TikTok or Instagram? Keep it punchy. Prioritize strong visuals, audio hooks, and emotional resonance.

Want to build credibility with leads or partners? Invest in explainers, behind-the-scenes content, or short customer interviews that show your work in action.

If your content doesn’t serve a purpose, it’s just noise. But if it helps your audience and supports your business, it’s working twice as hard.

Examples of valuable content for small businesses

Let’s make it real. Valuable content isn’t about ticking boxes; it’s about helping people take the next step, whether that’s understanding what you offer or trusting you enough to buy from you. Here are a few content types that consistently deliver:

• About pages that tell your story. People want to know who’s behind the business. A real, human story builds connection.
• Service explainers in blog or video format. Skip the jargon. Clear, plain-language explanations show people exactly how you can help.
• Product walkthroughs that answer real questions. Help visitors imagine using your product. Show them what to expect before they even click “buy.”
• Customer stories and testimonials. Proof beats promise. Let your happy clients do the convincing for you.
• Educational articles that answer common questions. These are search-friendly and genuinely helpful. They position you as a go-to resource in your field.

The best content feels relevant, clear, and human. Value = relevance + clarity + authenticity. When you create from that mindset, you’re not just publishing; you’re building something that works.

How to create valuable content (without burning out)

1. Define your audience (with empathy)

Create a clear picture of your target audience. Where do they hang out online? What are they trying to achieve? What frustrates them? The more specific, the better.

2. Gather real questions and ideas

Coming up with content ideas shouldn’t be a guessing game. The best ideas are usually already in your inbox, chat logs or comment sections.

Try this:

• Hang out where your audience talks: forums, Reddit threads, Facebook groups, TikTok comment sections. What questions keep popping up?
• Use tools like AnswerThePublic, Google Trends, or even ChatGPT to explore what people are asking.
• Dig into your customer emails or call notes. What do clients or leads ask over and over? That’s your next headline.

For example, if three clients ask, “How often should I post on LinkedIn?” you’ve got the seed for a post, a video, or even a downloadable checklist.

Great content starts with listening. If you’re solving real problems, you’re already ahead of most marketers.

3. Choose the right format

Don’t let formats overwhelm you. The best one is the one that fits your strengths and their habits. Some content is better seen than read. Some is better read than watched. And some work well in both.

Video is ideal for tutorials, walk-throughs, or anything that benefits from tone, pacing, or body language. Focus on clear audio, good lighting, and a strong opening.

Blog posts are great for in-depth explanations, SEO, or topics people search for. Break it up with headers, lists, and examples to make it easy to skim.

Podcasts work best for storytelling, expert interviews, or thought leadership. Keep it conversational and stay on topic.

Don’t try to be on every platform or use every format. Pick the one you can consistently create in and the one your audience actually consumes.

4. Prioritize quality over quantity

It’s better to publish one standout piece a month than four forgettable ones a week. Quantity might get you visibility, but quality earns you trust—and traffic that sticks. Think about what you’d want to read or watch. Would you bookmark it? Share it? Revisit it later? If not, go back and refine.

Some quick format tips:

Video: Open with a hook. Cut out the fluff. Make the audio shine. Tell a clear story or walk viewers through a process.

Writing: Start strong. Use clear headings. Avoid jargon. Include real-life examples or metaphors to make abstract ideas concrete.

Visuals: Stay consistent with your branding. Make text legible on mobile. Use design to guide the eye, not distract it.

Progress Planner helps you stay intentional

Creating valuable content is easier when you’re not relying on memory or guilt. Progress Planner will now remind you to create valuable content regularly. If you’re not ready to make something useful this week? Dismiss the task.

Because the world doesn’t need more content, it needs better content. Let Progress Planner help you create it.