15 content creation tips for business owners

Get tips on how to create content and the best channels to post on. Plus, learn the pros and cons of paid ads vs. organic content. This video was produced through the Entrepreneur House at Art Basel in Miami and features top marketers with years of experience in content creation.

Art Basel Experts
Art Basel - Melio's SMB experts

Michael Marra is our host for this event. Michael is the CEO/Founder of Entre, a professional network designed to help individuals and companies connect, collaborate, and communicate in the digital world. Our experts are Ryan Solomon, brand partner at Workweek & content creator; Michael Sikand, CEO of Our Future; and Kyle Joyce, CEO of Enver Studio.

Why is content creation crucial?

Content creation is how you tell the story of your business. It’s important because you are providing lots of information for your audience. By doing so, you give them value while building a bigger audience for yourself. And a bigger audience equals more sales. The world’s attention is on social media—publishing content on those channels is how you grow. This video provides answers to questions you’ve always had about creating content that brings more customers to your business.

The main things you need to know about content creation

1. How many videos should I create and on what should I focus on?

When you start creating videos for your business, you can create a long list of different content focus areas and formats/hooks.
Then, you can mix and match focus areas and formats and start creating your videos. For example, if your business wants to create content around ecommerce startups and founders, and your hooks are “top 5” or “myths about,” you could do a video on “top 5 e-commerce founders” or “myths about e-commerce startups,” etc. Then, create 15-20 videos in batches and have your content pipeline ready for the next couple of weeks. Remember that people follow people, not companies, so take that into consideration when you outline your ideas. If people start to recognize employees from your videos, it will build a greater affinity for your business.

“Remember that people follow people, not companies.”

2. Should I do everything myself?

When you start a business, learning video editing skills may be quite a headache. Luckily, you can find a professional video editor online really easily. Once the videos are ready, start planning your posting schedule. You can also use a freelancer to post your content, but make sure they’re based in the U.S. It will make your life much easier since social media platforms prioritize showing content that was posted by people in the same countries as them.

3. What business owners should focus on when creating content–paid ads or organic content?

Like many other things in life—it’s all about the mixture. Business owners should do both organic content and paid ads. The proportion depends on your business and audience. But you certainly don’t need a separate strategy for paid ads. For example, you can pick a piece of content that’s performing well and then spend some money promoting it.

As for your organic strategy, you can give customers your samples for free and ask them to tag your business or ask your customers to talk about you on social media. That way, the exposure is genuine, which is great. And the best part? You can repost organically.

“Like many other things in life—it’s all about the mixture. Business owners should do both organic content and paid ads. The proportion depends on your business and audience.”

4. Where should business owners start when it comes to content creation?

Start with one platform—nothing good ever comes from being all over the place. Dedicate an hour a day to content creation. After a while, it won’t feel like a chore and will become part of your daily routine. And remember, keep it short and simple—short videos are the best way to get started.

*The purpose of this page is solely to provide information and should not be considered as financial advice
**Melio does not provide legal, tax or accounting advice; you should consult a professional advisor before making any financial decisions.