Ever wonder why some businesses seem to have a never-ending stream of great content—while others struggle to post consistently?

The secret? They have a strategy.

Instead of posting random content and hoping for the best, they follow a framework—one that makes content marketing:

✅ More effective
✅ Easier to manage
✅ Actually bring in customers

That’s where the 5 P’s of content marketing come in.

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

1. Plan: Strategy Before Content

Before you create anything, you need a solid plan.

Ask yourself:

✅ Who is my target audience? (Be specific—age, location, interests)

✅ What problems do they have? (What do they struggle with?)

✅ What type of content will help them? (Blogs? Videos? Social media?)

✅ What’s my goal? (Brand awareness? Leads? Sales?)

💡 Example: A Hastings-based eco-friendly shop might target local, sustainability-conscious shoppers with Instagram Reels and blogs about reducing plastic waste.

👉 Takeaway: A strong content plan saves time, effort, and guesswork.

2. Produce: Create Content That Actually Helps

Once your plan is in place, it’s time to create.

But here’s the key: Don’t just post for the sake of it—post with purpose.

Great content is:

✅ Helpful – Solves a real problem for your audience.

✅ Engaging – Easy to read, watch, or listen to.

✅ Authentic – Shows your brand personality.

🎥 What content should you create?

• Blogs → Great for SEO & long-form content.

• Videos → Perfect for social media & storytelling.

• Social media posts → Quick, engaging & great for local businesses.

• Emails → Best for customer retention & direct communication.

💡 Example: A Hastings café could create behind-the-scenes Instagram Stories showing how they make their signature lattes.

👉 Takeaway: Content that helps + entertains = content that works.

3. Publish: Share on the Right Platforms

Creating content is one thing—getting it in front of the right people is another.

🚀 Best platforms for local businesses:

• Google (via blogs & SEO) → Helps people find you when they search.

• Instagram & Facebook → Best for visual brands (cafés, fitness, tourism).

• LinkedIn → Great for B2B businesses.

• YouTube & TikTok → Perfect for video-heavy content.

💡 Example: A Brighton-based personal trainer could post workout tips on YouTube and share short clips on Instagram.

👉 Takeaway: Be where your audience is—not everywhere.

4. Promote: Get Your Content Seen

Posting content isn’t enough—you need to actively promote it.

📣 Ways to get more eyes on your content:

✅ SEO (Search Engine Optimisation) → Helps blogs rank on Google.

✅ Social media sharing → Cross-post on Instagram, Facebook, and LinkedIn.

✅ Email marketing → Send new content to your email list.

✅ Paid ads → Boost key posts to reach more people.

✅ Collabs & shoutouts → Work with local businesses or influencers.

💡 Example: A Rye-based artist could collaborate with a local gallery, cross-promote on social media, and get featured in local news.

👉 Takeaway: If you’re not promoting your content, you’re leaving money on the table.

5. Prove: Track What’s Working & Adjust

Finally, don’t guess—track.

📊 Metrics to watch:

• Blog traffic (Google Analytics) → Are people reading your posts?

• Social media engagement → Likes, shares & comments.

• Email open rates → Are people reading your newsletters?

• Leads & sales → Are people taking action?

💡 Example: If an Eastbourne florist finds that Instagram Stories get more engagement than posts, they should focus more on Stories.

👉 Takeaway: What gets measured gets improved.

Final Thoughts: How to Start Using the 5 P’s Today

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

1️⃣ Plan: Know your audience & content goals.
2️⃣ Produce: Create valuable, engaging content.
3️⃣ Publish: Share content on the right platforms.
4️⃣ Promote: Boost reach through SEO, social & ads.
5️⃣ Prove: Track what’s working & adjust.

Need help making it all happen? You don’t have to do it alone.

👉 Let’s talk about your content marketing strategy!

Let’s Chat!

Which of the 5 P’s do you struggle with the most? Drop a comment below—I’d love to help! 👇