Small Business Marketing Checklist: Make the Most of the Content You Already Have

Small Business Marketing Checklist: Make the Most of the Content You Already Have

If you’ve ever thought, “I should be doing more with my marketing, but I have no idea where to start,” you’re not alone. Perhaps you filmed a video for your website or recorded a reel for Instagram, but never considered its potential beyond that initial use. What if you could plan for repurposing before you hit record, or go back and pull fresh value from content you already have?

The good news? You don’t need more content; you just need a better system to reuse what you already have.

Here’s a simple, non-techy checklist to help you turn one piece of content, especially video, into consistent, confidence-building marketing across multiple channels.

1. Start With What You Have

Look through your phone, Google Drive, or social media archives. Find: a video you’ve already recorded, a blog post or newsletter you’ve written, or a “how-to” or FAQ you’ve answered recently. The goal isn’t to create from scratch; it’s to build on what’s working.

2. Choose 1 Message to Highlight (Before or After You Hit Record)

Even a short video can say a lot, but one clear takeaway makes it more usable later. If you’re recording something new, take 30 seconds beforehand to ask: “What’s the one thing I want someone to remember from this?” That little bit of clarity upfront makes it easier to break the content into smaller pieces later. If you’re working with content you’ve already created, pick one helpful tip, story, or point of view to pull out and share in a new way.

Example: If you have a video of you explaining the difference between two services, you could repurpose that into a tip-of-the-week post on social, a quick reminder in your next email, or a short written post on LinkedIn (if that’s a platform you use).

3. Share It Where People Are Already Looking

You don’t need to be on every platform, just the ones your audience already uses. Try this: post a 30-second video clip on Instagram or Facebook (or both), add the full video or audio to your Google Business Profile as an “Update,” or pull a quote from the video and turn it into a text-based post. Bonus tip: pin your post to the top of your feed for extra visibility.

4. Don’t Stress About Sizes, Think About Use

Yes, every platform has “ideal” image and video dimensions. But here’s a secret: most small business content gets viewed on mobile, and close enough is usually good enough. Instead of resizing everything perfectly, ask: Will it display clearly on a phone screen? Does it feel on-brand and easy to understand? Is the caption clear, even without sound? If the answer is yes, hit publish.

5. Create a Repurposing Routine (Not a Chore List)

You don’t have to do everything, everywhere, every time. However, you can develop the habit of doing one or two small things consistently. Here’s a quick weekly routine you can try:

• Monday – pull one piece of existing content. 
• Tuesday – choose a platform and post it. 
• Thursday – share a related tip, question, or story in a second format (text, image, or reply to a comment). 

That’s it. No fancy tools. No complicated editing. Just consistent visibility from content you already created.

Start Small, Show Up Often

Repurposing doesn’t have to mean reinventing your marketing strategy. It’s simply about showing up in more places with less pressure, and letting your existing content do more of the heavy lifting.

Start with one small action this week. Pull a blog post from your archives. Clip a tip from a video. Turn an FAQ into a quick social post. Whatever you choose, keep it simple — and keep going.

And if mapping out a repurposing routine still feels like too much to figure out on your own, that’s okay. Helping small businesses turn what they already have into clear, consistent marketing is what I do best. When you’re ready, I’m here to make it easier.