Also, putting together content that features recognized external experts and quotes from others in the know helps to lend your small business additional credibility with its audience. They’ll recognize that you’ve done your homework.

For that reason, it’s also important to prioritize quality over quantity in your content creation process. Don’t try to fill up a release calendar with more content than you can reliably produce while upholding a high quality standard. If you do, your lower-quality content will damage the performance of your high-quality content and can undermine the brand’s expert image in the eyes of the audience.