The Beginners Guide to Content Marketing [for Solopreneurs]

  1. An introduction to content marketing for solopreneurs
  2. Starting your first content marketing campaigns as a solopreneur
  3. Content marketing outreach
  4. Repurposing content marketing

An introduction to content marketing for solopreneurs

In the old days of print advertising and cold calling, getting your first lead was expensive and hard work.

What is content marketing?

The marketing dictionary (don’t worry, it’s not a real thing) defines content marketing as:

Types of content marketing

Content marketing comes in a variety of flavours. Here are some examples to get you started:

Blog posts

Like you’re reading now. A blog post can be anything you want to be and uploaded to the internet. You have the whole internet as your audience. Anyone can start a blog. You don’t need to be a writer.


An extension of radio, podcasts have become the on-demand audio resource. If you’ve written a blog post, you can repurpose this into a podcast. On the face of it, starting a podcast sounds daunting. But, with the right guidance, you can get started in no time at all. I started my podcast from home. It wasn’t easy at first. But, I attributed three paying customers to my podcast by episode 15.


Videos increase your potential audience on platforms like YouTube and Vimeo. They also serve as great content to embed into your blog posts and post on social media. When starting out as a solopreneur in content marketing, you can outsource video creation on sites like Fiverr.


By interviewing your existing audience and personal contacts, you can generate data. With this data, generate a report to create referenceable content. For example, Mio asked 200 IT Managers to respond to a nine-question survey to create this Workplace Messaging Report.


When you’re starting out as a solopreneur or small business, your website may lack the domain authority to rank high on Google. Over time, with the creation of your blog posts, podcasts, videos, and reports, this will come.

Starting your first campaign as a solopreneur

Before you start creating your first piece of content, make sure you know why you’re creating it.

Solopreneur and small business content marketing examples

It is possible to rank on the first page of Google even when your website is new or has low domain authority. For example, the majority of successful content for one of my clients, Mio, is thanks to ranking as the top result on Google for relevant keyphrases.

  • Content marketing efforts resulted in 589,000 clicks from Google
  • 9.85 million searches resulted in showing Mio’s content on Google
  • On average, 6% of those 9.85 million searches clicked through to read the Mio content
  • On average, Mio’s content appeared as the 11th result on Google

How do I get started with content marketing?

Once you’ve planned where you’ll share, you’ll need the what. What are you going to create?

Content marketing outreach

Reach out to experts in your field, for extra content and an organic extension to your audience.

  • Ask experts for quotes on the topic you’re writing about
  • Invite influencers onto your podcast
  • Feature research from original sources
  • Embed tweets from backup the need for your product
  • Reference brands that share other people’s content

Here’s why you shouldn’t skip this step

It’s your business.

Repurposing content marketing

When you have started to create content, the easiest way to maintain momentum is to repurpose existing content. This is also a shortcut for solopreneurs to create what appears to be new content.

  • Publishing your blog post on Medium (with a canonical link)uinsp
  • Using blog snippets as tweets or LinkedIn posts
  • Use your blog post as a podcast topic
  • Turn internal data into case studies or reports
  • Use several blog posts to make an ebook
  • Embed videos into your blog posts
  • Update old blog posts with new information
  • Take your best performing content and write about it on other sites

Help for solopreneurs starting out

My best advice to solopreneurs starting out in content marketing is to read this post again and list action points for yourself.

  • Identify what content you can create
  • Plan where you can share this content
  • Reach out to experts for contributions
  • Get creating
  • Start repurposing content



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Dominic Kent

Dominic Kent


Director of Content Marketing & Communications at Mio. Founder of UC Influencers. Freelance Marketer in Unified Comms.