The Content Strategy Mix Every Small Business Needs to Drive Engagement and Sales
On a scale of 1 to 10, how close are you to throwing in the towel on social media?
You spend hours each week writing thoughtful and value-packed content only to hear crickets. I know it’s discouraging, but here’s the thing that most people don’t realize: you don’t have a content problem; you have a balance problem.
You’re relying way too hard on one type of content and expecting it to bring results.
Here’s the truth: every type of content plays a different role. And when you balance them together, your content finally brings in new leads, new conversations and sales!
So, what’s the fix? Try incorporating these 3 content categories in your monthly rotation.
The 3 Content Categories Every Small Business Needs to Drive
Engagement and Sales
1. Personal Content
Think of these as small talk that builds connection.
• Boosts engagement and visibility (thanks to all those comments).
• Makes you relatable and approachable—someone they want to follow.
• Examples: hobbies, behind-the-scenes routines, photo dumps, things you’re obsessed with, asking for feedback.
💡 Pro tip: These posts might not get shared, but they’re powerful for sparking conversation and keeping your brand top of mind.
2. Expertise Content
This is where you prove you know your stuff.
• Gets saved, shared, and found in search—hello growth.
• Provides helpful answers, resources, and insights that position you as the go-to guide.
• Examples: how-tos, breaking news, FAQs, frameworks, case studies, lessons learned.
💡 Pro tip: Don’t panic if these don’t rack up comments—they’re designed for discovery and credibility.
3. Sales Content
The posts that give people a clear next step to working with you.
• Moves followers into buyers.
• Offers clarity on how you can solve their problem.
• Examples: testimonials, direct offers, client stories, transformations, awards, partnerships.
💡 Pro tip: These might not go viral—but they don’t have to. They convert quietly in the background.
⚖️ Why Balance Matters
Here’s the cycle:
1. Personal posts make people feel connected to you.
2. Expertise posts position you as credible and trustworthy.
3. Sales posts give them the confidence to invest.
When one type of content dominates your feed, things feel stuck. Too much personal? You’re fun but not seen as an authority. Too much expertise? You might sound helpful but distant. Too much sales? People tune out.
The fix isn’t overhauling your strategy—it’s rebalancing.
⏰ Your 60-Second Content Checkup
Want to see where you stand? Do this quick audit:
1. Pull up your last 10 posts.
2. Are you showing up in them (literally—you, your face, your story)?
3. Label each one Personal, Expertise, or Sales.
4. Tally them up.
5. Notice where you’re heavy and where you’re light.
That’s it! A quick glance at your feed will show you exactly where things feel off-balance.
Your content isn’t broken. You don’t need a brand-new strategy or the latest viral trend. What you need is balance. When you intentionally mix personal, expertise, and sales content, your posts finally work together to do what you always wanted: grow your audience, build trust, and get more clients.
So…what’s leading in your last 10 posts—personal, expertise, or sales?
🥳 FREE CONTENT CREATION GUIDE!!!
Want even more content creation ideas and examples? It’s packed with additional tips and tricks to help you become a social media content pro!