(And actually gets results you can feel good about)

Let’s be honest: creating content can feel like a full-time job. Between trying to keep up with trends, post consistently on social media, and figure out what to say… it’s no wonder so many small business owners feel burned out and discouraged.

But here’s the truth: if your content doesn’t start with strategy, it’s likely not doing much to move your business forward.

That’s where this content funnel comes in. It’s not about more content—it’s about better content, repurposed smartly so you can show up in the right places without burning out.

Let me share how I do this.

Start at the top: long-form content

At the top of this funnel is long-form content—typically blogs, podcast episodes, or YouTube videos.

You may be thinking: “You want me to start with the longest piece of content? That sounds like it’ll take so much more time.”

I hear you. But here’s why I do it this way:

• It gives you greater ownership. Unlike social media platforms, your website is yours. A blog post won’t disappear because an algorithm changes or your account gets flagged.

• It has the longest shelf life. A well-written blog can drive traffic, leads, and sales for years. That Instagram post you worked on for 45 minutes? It’s likely forgotten tomorrow.

Starting here means the rest of your content is rooted in something solid—something that actually serves your business long-term.

Next level: repurposing for strategic platforms

Once your long-form content is in place, it’s time to pull from that to create more content for key platforms with longer shelf lives.

Let’s talk about these three:

• Email: This is your most valuable list. You own it. If social media disappeared tomorrow, you’d still be able to reach your people. Prioritize growing and nurturing your email list—it’s one of the smartest marketing moves you can make.
• Pinterest: Pinterest is unique because it wants people to leave the platform and click through to your site. That’s exactly what you want! Pair your blog posts with quality pins and let Pinterest work like a search engine for your content.
• LinkedIn: Unlike other social platforms, LinkedIn supports long-form content. Even better? Your posts can show up in search results on Google. That means more potential reach with less effort.

Bottom tier: social media content

Finally, we get to social.

This content has the shortest shelf life and the least amount of control. So why do we treat it like it’s the most important?

Here’s the better way to approach it: use your blog, email, and other repurposed content to feed your social. That way, you’re not scrambling to create posts out of thin air—and you’re using your time wisely.

Here’s how this content funnel makes your life easier

When you a create content funnel from the top down—starting with what lasts—it becomes infinitely easier to stay consistent, show up strategically, and stop feeling stuck in an idea rut.

Instead of asking “what should I post today?” you already know. Because you’ve done the strategic work once—and now everything else flows from there.

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Would you like help applying the content funnel to your own business? Let me know—this is one of my favorite ways to help small business owners simplify their marketing and feel more confident showing up.