Blogging still plays a significant role in helping your business get found online, but it’s not the only player in the game anymore. If you’re building a marketing strategy that actually gets results in 2025, it’s time to think bigger, broader, and more creatively about your content.
Here are five types of content worth including in your strategy this year (plus some simple ways to get started without the overwhelm).
1. Videos
If you’ve opened Instagram or TikTok lately, you know precisely how powerful short-form video can be. But you don’t need a full production team to make video content work for your business.
What matters most is authenticity. Whether it’s a quick behind-the-scenes reel, a walkthrough of a recent project, or a personal message from the founder, you’re building a connection, and connection builds trust.
Video is especially helpful for:
- Showcasing your process (e.g. how a service works)
- Sharing client success stories
- Breaking down tips or FAQs
You can film it on your phone, upload it to your stories, and done. No fancy gear required.
2. Testimonials
Don’t underestimate the power of social proof. When someone is deciding whether to work with you, one of the first things they do is check what others are saying. That’s where testimonials come in, and you’ve probably already got a goldmine sitting in your Google Business Profile (GMB).
Here’s how to use them:
- Turn your best reviews into branded social media graphics
- Add quotes to your website or case studies
- Share a screenshot on Instagram or LinkedIn with a thank-you caption
Testimonials give your content a human touch, and they remind your audience why others already trust you. They’re simple, honest, and highly effective.
3. User-Generated Content (UGC)
Want your audience to do the marketing for you? That’s where UGC comes in.
This could be a photo of a happy client tagging your business, a customer showing off their new space, or someone sharing a review in their Instagram story.
You can encourage UGC by:
- Creating a unique hashtag for your brand
- Offering a small incentive for clients who post and tag you
- Featuring customer content on your own social media (with permission)
When people see others using and loving your service, they’re more likely to trust your business too.
4. Quizzes, Surveys & Feedback Forms
One of the easiest ways to figure out what your audience wants? Just ask.
A short quiz or survey can help you:
- Understand your customer’s needs
- Test new ideas or offers
- Gather testimonials or case study opportunities
- Boost engagement (especially in newsletters or socials)
You can embed a form on your site, share it via email, or link it in your Instagram bio. Bonus: forms like Jotform let you collect answers in one place simply and stress-free.
5. Case Studies
You’ve probably got great client results; now it’s time to turn them into content.
A short case study is an excellent way to:
- Highlight how you solve real problems
- Showcase results (qualitative or quantitative)
- Give potential clients confidence in working with you
Keep it simple: What was the challenge, what did you do, and what happened next?
You can publish it as a blog, share it as a carousel on Instagram, or even turn it into a video if you feel creative.
Bonus Tip: Reuse What You’ve Already Got
Already written a few blogs or created a client email series? You don’t need to start from scratch! Repackage and repurpose that content across formats.
Turn a how-to blog into a video.
Split a long article into a carousel post.
Combine short blogs into a downloadable guide.
Just make sure you reword and update where needed to avoid SEO duplication and always focus on what’s helpful in your audience.
Need help planning or implementing your content strategy for the year ahead?
At In The Willow, we help small businesses create marketing strategies that are easy to follow, aligned with your goals, and full of content you’ll actually use. From newsletters to social posts to full-blown campaigns, we’ll help you make your message stick.
We work with businesses across Sydney, Geelong, Melbourne, Yarraville, Bairnsdale, Western Sydney, Hills District, Rouse Hill, Castle Hill, Kellyville, and Beaumont Hills.
Let’s build a strategy that works for you.