Published
9th October 2025
Read time
5 min read

Content is everywhere - but not all content works. The right content, shared in the right way, can raise awareness, build trust, and drive sales for your business.

At Leopard Co, we use our BxROAR approach (Behaviour x Research, Opportunity, Activation, Results) to help brands create content that doesn’t just fill a feed - it connects with audiences and delivers against business goals.

Here’s a practical 7-step guide to creating content that captivates, even on a small budget.

1. Behaviour - start with the desired behaviour

Begin with the end in mind. Ask yourself: What do I want my audience to do?

  • Visit my website?

  • Pick up the phone?

  • Sign up for a newsletter?

  • Buy a product?

Defining the desired behaviour first gives every piece of content a purpose. Decide what you’ll measure - clicks, enquiries, conversations, or sales — so you know whether your content is working.

2. Research - learn from what works

Before creating new content, look at what you already have.

  • Which posts or emails led to enquiries or conversations?

  • What questions do your customers keep asking?

  • Which competitor or peer content gets traction online?

Timing matters too. Think about when your audience is most receptive and how often you can realistically show up. Research helps you understand not just what people like - but what helps them solve problems and achieve their goals.

3. Opportunity - define your themes and pillars

Content works best when it sits under clear themes. Some common pillars include:

  • People – staff stories, testimonials, or community involvement

  • Business News – launches, awards, or milestones

  • Seasonal – from autumn offers to Black Friday, Christmas, and New Year resets

  • National & Regional News – Autumn Statement, West Midlands Tech Week

  • Education & Problem-Solving – how-to guides, FAQs, myth-busting content

  • Trends & Culture – sustainability, lifestyle shifts, or awareness days

  • Behind the Scenes – factory tours, development processes, or candid snapshots

These themes give structure and make idea generation easier.

4. Activation – maximise each idea

Don’t stop at one post — get full value from every idea:

  • A blog ➝ LinkedIn post ➝ Instagram reel ➝ email ➝ customer handout

  • Record a video ➝ cut short clips ➝ embed on your site ➝ use in a presentation

  • Attend an event ➝ share live updates ➝ write up takeaways ➝ create a checklist or tips sheet

Stretching one idea across multiple PESO channels (Paid, Earned, Shared, Owned) ensures your effort goes further.

5. Activation – plan with a content calendar

A content calendar keeps you consistent and efficient.

  • Map out what to post and when

  • Add reminders to capture or source photos, videos, quotes, and insights

  • Include events, seasonal hooks, and business milestones

  • Batch content creation to save time

  • Focus on quality over quantity — a few strong posts beat daily filler

Sign up to receive our free Opportunity Spots 2026, the perfect calendar to help you map ideas to timely opportunities.

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6. Results – test, learn, improve

Measure more than likes. Track clicks, enquiries, referrals, or sales conversations.

Look at which themes, formats, and timings resonate — human stories and authentic voices nearly always outperform corporate updates.

Remember: your personal brand matters too. People trust people first. Use your own voice alongside your business brand.

Small businesses have an advantage here: you can adapt quickly, experiment, and refine as you go.

7. Results – takeaways & next steps

Marketing works - but only if you focus.

  • Start small: one idea, one theme, one channel, done well

  • Repurpose ideas across platforms to maximise impact

  • Be human and be brave - share real stories, not just polished updates

  • Solve problems first: always ask, how does this help my customer?

The best content isn’t the glossiest, it’s the most useful, authentic, and consistent.

Free resources

See the full Creating Compelling Content Presentation for more detail 👉 Download here

Use our Opportunity Spots 2026 to plan smarter, timely content 👉 Reserve your copy now

At Leopard Co, we believe your goals are our mission. This 7-step guide is designed to help you take control of your content, connect with your audience, and see real results.