You know content marketing is important.
You’ve seen businesses in Hastings, Brighton, and East Sussex
using blogs, videos, and social media to attract customers.

But when you try to get started, you hit a wall:

• What should I post?

• Do I need a blog, videos, or just social media?

• How do I create content without wasting hours every week?

If you’ve asked yourself these questions, you’re in the right place.
Let’s break it down, step by step.

 Written by Indiana Hamilton-Brown: Managing Director of A&I Media
 Years of relevant experience: Twelve
 Published on:  13/02/2025

1. Define Your Ideal Customer (Start Here!)

Before creating content, you need to know who you’re creating it for. Ask yourself:

• Who is my ideal customer? A busy mum in Hastings? A local business owner in Brighton?

• What problems do they have? Do they struggle to find time? Are they unsure how to grow their business?

• What content do they already consume? Are they on Instagram? Do they prefer emails?

💡 Example: If you run a yoga studio in Hastings, your ideal customer might be women aged 30-50 who want stress relief. They likely scroll Instagram and Google “best yoga for stress relief.”

👉 Takeaway: Your content should answer their questions and meet them where they already are.

2. Pick the Right Content Type (You Don’t Need Everything!)

Many small businesses feel pressured to do everything—blogs, videos, Instagram, LinkedIn, email newsletters…

🚨 You don’t need to be everywhere. You just need to be where your customers are.

Here’s a simple guide:

• Blogs (Good for SEO & trust-building) → Great for businesses targeting Google searches (e.g., “Best cafés in Hastings”)

• Videos (Great for engagement & storytelling) → Ideal for restaurants, fitness coaches, and tourism businesses

• Social media (Best for local engagement & brand awareness) → Facebook & Instagram work well for local businesses

• Email marketing (Best for customer retention) → Great for cafés, wellness businesses, and e-commerce

💡 Example: A B&B in Rye could write a blog about the best things to do in East Sussex to attract visitors from London searching on Google.

👉 Takeaway: Choose 1-2 content types to start with—don’t try to do everything at once.

3. Set a Simple Content Schedule (Start Small!)

One of the biggest mistakes small businesses make? Trying to post every single day—then burning out.

Instead, start with:

📅 1 blog per month

📅 1-2 social posts per week

📅 1 email newsletter per month

💡 Example: A Hastings-based coffee shop could post a weekly behind-the-scenes Instagram Reel and send a monthly email with special offers.

👉 Takeaway: Consistency matters more than frequency. It’s better to post once a week every week than post daily for a month and then disappear.

4. Create & Post Your Content (Without the Overwhelm!)

By now, you’ve planned your content—now it’s time to create it.

How to Make Content Creation Easier:

✅ Batch create content – Film a month’s worth of videos in one day.

✅ Repurpose content – Turn one blog into 3 Instagram posts.

✅ Use templates – Canva (for social media) and ChatGPT (for writing ideas) can save hours.

✅ Outsource what you can – Hiring help (even for a few hours) can keep you consistent.

💡 Example: A personal trainer in Eastbourne could film 4 quick workout videos in one afternoon, then post one per week.

👉 Takeaway: Creating content doesn’t have to be time-consuming if you plan ahead.

5. Track What’s Working (And Adjust as Needed!)

Content marketing isn’t a one-and-done thing—you need to check what’s working and tweak as you go.

📊 Check these simple metrics:

• Blog views → Is your blog getting traffic from Google?

• Social media engagement → Are people liking & commenting?

• Email open rates → Are people reading your emails?

💡 Example: If your Instagram posts get low engagement, but your Reels do well, shift focus to video content.

👉 Takeaway: Double down on what’s working—stop what’s not.

Final Thoughts: Where Should You Start?

If you’re a small business in Hastings or East Sussex, here’s your simple action plan:

1️⃣ Pick 1-2 content types that fit your business (blogs, social, video, email).

2️⃣ Post once a week consistently.

3️⃣ Track what’s working & adjust.

And if you’re feeling stuck? You don’t have to do it alone.

👉 Let’s chat about your content marketing strategy!

Let’s Talk!

What’s your biggest challenge when it comes to content marketing?
Drop a comment below—I’d love to hear your thoughts! 👇