Your content marketing strategy is key to marketing your small business organically. Great content marketing can help you captivate you target audience, connect with them, and convert them into customers or clients. However, creating a content marketing strategy (and sticking to it) can be overwhelming, especially for introverted business owners.
In this guide, I will show you how to create your introvert-friendly content marketing strategy, so that you can avoid marketing overwhelm and grow your business authentically and organically. You will discover how to build a content marketing strategy that focuses on creating one piece of quality written content that can inspire several more smaller pieces of content, saving you time, decision fatigue, and frustration.
In This Article:
What is Content Marketing?
Content marketing is where informational, educational, or inspirational text, audio, or video is used to provide value and captivate, connect with, and convert an audience. The aim of content marketing is to provide value to the target audience, in order to build trust and nurture them towards making a purchase.
Blogging, social media, ebooks, podcasts, webinars, and email can all form part of a content marketing strategy.
Why Content Marketing Can Be Overwhelming for Introverted Business Owners
As introverts, we can often find content marketing overwhelming, but why is this? In my experience, introverted business owners can find content marketing overwhelming for three main reasons:
We get stuck in planning mode, and don't take the messy action that will move the dial
We do the wrong type of content marketing for our values and personality type
I know I'm guilty of all three of these, and in the past it has stopped me from getting the results I wanted from my content marketing. So, here are some ways to recognise and avoid the top three things that can scupper your content marketing as an introverted entrepreneur.
Trying to do Way Too Much
As introverts, we tend to perform best when we focus on one thing at a time. Giving ourselves time and space to consider a single type of content marketing (blogging, for example), means we can keep things simple and concentrate on doing a really good job at that one thing.
When we try to do all of the things, and add four social media platforms, a podcast, PR, Pinterest, and YouTube into the mix, it can feel like a fuse blowing inside our brains. I know that's exactly how I feel when I try to do too much. Why is this? From experience, I think it comes back to our natural preference for deep focus and strategising. It's relatively simple to focus on and plan one type of content, but trying to apply that same level of focus to six, seven, or eight different platforms is (unsurprisingly) overwhelming.
So, my first content marketing strategy tip for introverted entrepreneurs is to focus on nailing one type of content. It's ok to have a couple of secondary channels (for me, these are Pinterest and LinkedIn, with the very occasional guest podcast episode thrown in), but these take a back seat compared to my blog content. I focus intensively on creating the best blog posts I can, and allow everything else to flow from that. If I am pressed for time, I prioritise blogging over any other content marketing.
Living by that very simple rule has allowed me to create more (and better) content in the last month than I ever have done.
Not Taking the Messy Action
As introverts, we love to plan. I thoroughly enjoy mapping my content marketing strategy out, either in my Notes app or with a good old fashioned notepad, pen and highlighter combo!
However, planning is not the same as doing. Unfortunately, our fondness for planning can mean the "doing" never happens. If you do not take action - even messy, imperfect action - then your content marketing strategy will never work.
The sooner you can move from planning to doing, the sooner you will see results from your content marketing. I don't plan a year's worth of content in advance, because it will inevitably take me ages, and I'll probably change my mind once I get to actually creating that content. Then, all that planning time is just wasted when it could have been spent taking action.
At the start of each month, I give myself four main content marketing tasks: two new blog posts to write, and two more existing blog posts to update. Then, I'll aim to create 5-10 pins for Pinterest off the back of each blog post, plus 3 LinkedIn posts off the back of each blog post. I write each task as a list in my business planner, and simply tick them off as I do them.
None of the content I create is perfect. That's partly why I update two of my existing blog posts each month. When it comes to social media, posts have such a short lifespan that I can just repost the same thing later on with any tweaks and nobody is going to know or care.
Creating the Wrong Type of Content
The final major obstacle to creating and executing a fantastic content marketing strategy as an introverted entrepreneur is trying to create the "wrong" type of content for our values, energy, and personality type.
When you are doing your own marketing, you are the one who has to plan, create, and publish it. It's your opinions, your voice, your face, and your energy that is on display. If you don't feel remotely comfortable with the content you create, and you find it excessively draining, frustrating, boring, or unnatural, then you will not be able to keep it up.
Blogging suits me perfectly. I can sit here, in silence, and allow the words to flow from my brain onto the page. I rarely use AI to help me, because I find this type of writing so natural (side note: there is nothing wrong with using AI, but that's for another blog post). I don't have to speak, "show up", or interact with anyone. I just write, edit, and publish. That does not mean blogging is right for everyone, and if it's not your thing, then that is absolutely fine.
Now, I do use Pinterest and LinkedIn to help me distribute my content to a wider audience. Pinterest is primarily there to drive traffic to my blog content, whilst LinkedIn helps me connect with another segment of my target audience and network with contacts. Neither are as important to my content marketing strategy as blogging.
I will also run the occasional webinar or do the occasional guest podcast if I am invited and it's a good fit. But I do not force myself to do either of these things every week or even every month. These content marketing channels work for me, and I'll make use of them how and when it suits me. I won't drain my energy by forcing myself to sit on Zoom calls or speaking into a microphone all day, just because some marketing guru says I have to.
Consider what you enjoy, and what you don't enjoy, and think about what format plays to your strengths. Lean into your natural strengths, and don't force yourself to push through your weaknesses. There is a time and a place for stepping out of your comfort zone, but it's not all day, every day. When you are trying to run your business, all by yourself, you need to focus on what you can do best, quickest, and most efficiently.
Remember These Fundamentals When Creating Your Content Marketing Strategy!
So, it's important to bear those three points in mind when creating your content marketing strategy as an introverted entrepreneur who wants to avoid marketing overwhelm. Next, I'm going to show you how I plan my own content strategy as an introvert - and it's very simple and very effective.
How to Create a Simple and Effective Content Marketing Strategy as an Introverted Entrepreneur
This strategy is designed to get you out of planning paralysis, so you can take the messy action that will move the dial and help you grow your small business. It also allows you to lean into your strengths as an introvert, so you can market your business authentically and in alignment with your values. Finally, it allows you to focus on one core type of content marketing (in my case, blogging), which can then feed into any other type of content marketing you want to pursue.
Start With a Blog Post
My introvert-friendly content marketing strategy always starts with a blog post. This is my favourite type of content, for three main reasons:
A blog post can continue working for my business for years after it's first published, so I don't have to keep posting the same thing over and over again, nor do I have to come up with "fresh" content every single day.
A blog post doesn't have to be "perfect" for me to publish it, because I can keep editing, updating and refining it afterwards.
Blogging is super introvert-friendly. No unwanted negativity from strangers on the internet, no slapping your face all over social media, and no need to "show up" on those days when you just aren't feeling sociable. How exquisite.
What Should You Blog About?
You want to create blog content that provides value to your target audience. Essentially, it should help them in some way. What you blog about will depend on your business, your target audience, and what you're passionate about.
When deciding what to blog about, consider the following:
Common questions your clients or customers ask you
Things that people who are new to your world might need or want to know (think along the lines of "a beginner's guide to...")
Your target keyword list, if you're doing SEO
The reasons why someone might otherwise require your products or services - perhaps they want to grow their business, find a new holiday outfit, get fitter, or overcome their anxiety
What basic or key skills could you teach your target audience? For example, I'm teaching you how to create a content marketing strategy.
What comes up in the "people also ask" section of Google Search results when you search for something related to your niche
What topics come up in Pinterest Search results when you search your niche
Whatever you want to blog about, provided it is relevant
All of these points can give you some inspiration to get you started. Once you have written one blog post, you'll find it can inspire more related posts. For example, this blog post is linked to my existing posts on SEO strategy, keyword research, and marketing for introverts. It could lead me to create more blog posts on using social media as an introvert, how to write a blog post, and how to optimise a blog post for SEO.
By not trying to have every blog post mapped out in advance, and allowing each blog post to inspire and lead onto the next, I take almost all of the planning paralysis out of my content marketing strategy.
Using Your Blog Posts as the Base For Other Content
My blog posts form the base for all of my other content. I do not have separate strategies for any other marketing channels - it all flows from my blog posts.
I usually write a blog post of between 1,000 and 1,200 words to begin with. This gives me enough content to work with, and will help the post to rank in search engines and drive organic traffic to the website.
Podcast? Discuss a topic from one of my blog posts
Webinar? Expand on one of my blog posts
LinkedIn? I can easily create 5 posts from one blog post
Pinterest? One blog post can inspire 10 pins
Easy peasy, no-more-decision-fatigue-squeezy.
You can do this same strategy using a different form of content as your base, if it's what you prefer. You can take a social media post and expand on it to create a blog post, podcast, or webinar. You can do a podcast and use a tool such as Choppity to make lots of short-form social media videos. The key here is to absolutely nail one type of content marketing that you love.
Repurposing & Resharing Blog Posts
Once I've published my blog post, I don't need to create any of this content from scratch - I base it all on my blog posts, and simply adapt it to work for the different channels.
Of course, I don't create all of these things every single month. I usually aim for a handful of LinkedIn posts and Pinterest pins, and I'll share a link to the blog post with my email list along with a summary of the points made. However, should I decide to do a podcast, run a webinar or create an ebook, I've already got a bank of content ready to repurpose.
The key thing to remember here is that nobody is ever going to see all of your content. There's nothing wrong with sharing and reusing your content, as long as you adapt it to suit the different formats.
By keeping my content marketing strategy simple, and allowing myself to create the content I want to create, I can get a decent quantity of high-quality content out there. This means I can drive organic visibility, traffic, and conversions without overwhelming myself.
How to Avoid Getting Overwhelmed When Creating Your Content Marketing Strategy as an Introvert
As introverted business owners, we are prone to getting overwhelmed when building our content marketing strategies. So, here's my 5 top tips for introverted entrepreneurs who want to liberate themselves from marketing overwhelm and burnout, and create a content marketing strategy that works for them:
Focus most of your effort on one marketing channel. For me, this is blogging.
Lean into your natural strengths as an introvert - these are likely to include an ability to focus, a preference for detailed, long-form content, a preference for meaningful connection over mass appeal, and liking planning and research.
Know that messy action is far better than inaction. Your content will never be perfect, and you can keep improving and updating it over time. To quote my business coach, Tara, "done is better than perfect".
Don't force yourself to create certain types of content, or market your business in a certain way just because it's what people on social media say you "should" do. They're creating content for their brand and their target audience, not yours.
Consistency is key. Don't attempt to create four blog posts a week when you don't have time. Stick to a frequency you can keep up with.
Join My Marketing Programme for Introverted Entrepreneurs
Starting summer 2025 (probably May), I am running a brand new marketing programme for introverted small business owners who want to liberate themselves from marketing burnout, and maximise their website as a revenue-generating website so that they can market their business authentically - without overwhelm, pressure, or feeling like they have to be someone they're not.
Over the six-month programme, I'll support you in developing an introvert-friendly marketing strategy using blogging, SEO, and email marketing to captivate, connect with, and convert your target audience without you having to compromise who you are. You'll get pre-recorded bitesized training videos, live coaching, 1:1 support, and access to an online community of like-minded business owners.
Subscribe to my email newsletter to be the first to know when enrolment opens, and I'll see you in the summer!
About the Author
Rhiannon is an introverted small business owner, who has helped independent businesses and brands grow organically through SEO, blogging, and email marketing since 2020. An Associate of the Chartered Institute of Marketing, she is committed to supporting small business owners and entrepreneurs who, just like her, want to grow authentically and thrive in an extrovert's world without having to change who they are.