Blog

You Don’t Need To Produce Every Kind of Content

Author

Brenna Connolly

Date

June 25, 2025

Group of people standing around looking unhappy with hands by their sides, except one person smiling with their hand raised. Standing out concept. Vector Illustration.

The pressure to “do it all” in marketing is real. It feels like every week there is a new buzzword circulating on LinkedIn or some new trend you NEED to jump onto. As a small business owner, there are a lot of people trying to sell you on the next big content type packaged as the one thing standing between you and total business domination. There are a lot of people vying for your attention.

Well, we’re here to tell you: It’s okay if you don’t start a podcast. Not every business needs to be producing every kind of content possible. It’s not necessary and it might not be right for your business. Here’s how to think through what is necessary and what’s skippable in your own content marketing strategy. But first, a refresher:

Common Types of Content

As a quick reminder, here are a few of the most seen kinds of content on the worldwide web.

Blog posts
Email newsletters
Social media content
Short- or long-form videos
Podcasts
White papers or downloadable resources

Each one of these content channels can generate impactful results and even more so when you can get them working together. But trying to master them all at once is a recipe for frustration and burnout. You don’t want it to feel like a chore!

You DO NOT Have To Do All Of The Above

Let’s say it again: You don’t need to do all of them. But you should do a couple of them well.

Consistency and quality matter more than quantity when it comes to content. In general, the best content strategy is the one you can effectively execute and maintain – not simply scrambling to keep up with each new trend.

So, What Should You Focus On?

The beauty of content marketing lies in its versatility. What kind of content could your business do best? Here’s a look at some of the most effective types of content:

But you’re probably wondering what content type you should really be pouring your time into. If you’re doing an audit of your strategy or mulling over where to start, here are some questions to stimulate your thinking and narrow your focus.

What do you have the capacity to consistently produce?
Be honest. If your team is small, launching a weekly vlog series might not be realistic. It takes a lot to film, edit, and publish. That’s okay! Start with what’s manageable and build from there when you’re ready to take on more.
What skills or interests already exist within your team?
Do you have a natural writer? Maybe blog posts and newsletters are your winner. Someone great on camera? Videos or reels could be a better fit. Aligning content with internal strengths will save time and make the work more enjoyable. That said, be careful about too many eggs in one basket!
What has your audience actually responded to?
What kinds of content has your audience eaten up in the past? Look at the numbers and investigate what’s gotten the most engagement, clicks, or responses in the past? Let real audience behavior (not just wishful thinking) guide you.
What would give you a reasonable ROI?
If a white paper takes weeks to create but only garners 2 downloads, it just might not be worth it. Focus your efforts on the right things, the things most likely to generate leads, build trust, or move someone closer to working with you.
What are your broader business goals?
Are you trying to grow your list? Build community? Prime your leads before a sales call? Are there other ways to support your goal? First, the content you produce should directly support your goals — not just exist for content’s sake. Second, saying you need to post more on Instagram might just be a way of ignoring other changes that could better accommodate your goals.

What Content To Invest In According To Your Goals

Not sure where to start? There’s no perfect formula or crystal ball to spell out the answer of what’s right for you. With a little information on your goals and dash of creative vision, you’ll make the right choice for your business. Based on what your current goals are, here’s a quick take on what you should invest in.

Improve your SEO

Blog
Great for sharing expertise, answering common customer questions, and helping people find you on Google — especially if your sales cycle starts with a search.

Stay top-of-mind with customers or leads

Email newsletter
It’s direct and personal. It develops trust with the audience you already have.

Demonstrate a product or process

Social media and short-form video
Social platforms offer a way to share visual, behind-the-scenes type content widely and engage with your audience in real time.

Share updates, sales, or real-time happenings

Social media
If you’ve got an engaged local audience or time-sensitive promotions, quick-hit updates can keep your followers in the loop.

Position yourself as an expert

White papers or guides
These are especially effective for B2B businesses with more complex offerings or longer sales cycles. And they work well as lead magnets, too!

Share perspective or personality

Podcast
Ideal if you have the capacity for endless banter, industry knowledge, and a wealth of stories. If you line up guests, it’s great for relationship-building and thought leadership.

It all comes down to two questions: What can I produce consistently? What would be genuinely helpful or interesting to my audience? Start there.

If you’ve been pressuring yourself to “do more,” if the LinkedIn content creators are making you feel like you’re not doing enough while you’re already working so hard, consider this your permission to reassess.

Invest in the content types that play to your strengths. Prioritize what your audience cares about. And remember: it’s better to create great content in a few places than to spread less-than-ideal content everywhere.

Launch your winning content marketing strategy today!