In today’s information-saturated world, publishing content is no longer enough. Every company, large or small, has become a media outlet. Yet many SMEs fall into the trap of publishing “by default”: unfocused posts, generic visuals, a tone of voice
unclear. The result: little engagement, little visibility, little impact.
Creating content for SMEs is all about talking to the right person, at the right time, with the right message. And that’s something you have to work at. Here are the key steps to creating truly relevant content that engages your audience and positions you as an expert in your sector.
Understanding your target audience: the basis of effective content
“If you talk to everyone, you talk to no one.”
Before you write a word or design a visual, ask yourself:
Who exactly am I addressing?
To do this, build personas : fictional portraits of your ideal customers. Include :
- Age, occupation, family situation
- Professional or personal objectives
- Pain, frustration, objections
- Preferred networks and channels (LinkedIn, Instagram, YouTube…)
For example, a nutrition coach targets active women aged 30-45, often in a hurry, who are looking to regain control of their diet without constraint.
Its content should be quick to consume, reassuring, and focused on simplicity.
Choosing the right formats and channels
Not all formats are created equal. It’s not a question of publishing everywhere, all the time, but of choosing the most effective media for your audience.
Video :
Perfect for humanizing your brand, showing what goes on behind the scenes, or explaining your expertise.
Blog posts :
Excellent for SEO, newsletters, and establishing your legitimacy.
LinkedIn or Instagram carousels:
Ideal for sharing key ideas visually and with impact.
Newsletters :
Powerful for creating regular links, building loyalty and converting.
Tip: start with a “pilot” format, then develop it further. A YouTube video can become a LinkedIn post, a reel, an infographic, an article, etc.
Building an engaging message: the 3E rule
Good content attracts attention, maintains interest and prompts action. To achieve this, use the 3E rule:
Emotion
Tell a story. Talk about a real situation, a customer, a moment of doubt or success.
Expertise
Provide concrete advice, figures and examples from your own experience.
Experience
Show that you know the reality on the ground. Use “I” or “we”. Recount your own tests, your mistakes, what you’ve learned.
Always include a call to action:
- “Download our free guide
- “Take a discovery appointment
- “Discover our communication offer
Take care of your visual and editorial consistency
Creating content for SMEs isn’t just about “publishing”, it’s about reinforcing a brand image.
This image must be uniform across all media.
Visual identity :
- Always use the same colors, fonts and styles
- Work with templates (Canva, Notion, Figma…)
Your editorial:
- Define a voice: are you approachable, expert, provocative, inspiring?
- Keep the same “personality” from one channel to the next
A consistent brand is easier to remember, and therefore more credible.
Analyze what works (and what doesn't)
Content is also analysis.
Take a look:
- Which publications generate the most clicks?
- What topics are you commenting on?
- What’s the average length of your videos?
- Which articles drive SEO traffic?
Useful tools :
- Google Analytics for your blog
- Meta Insights for Facebook & Instagram
- LinkedIn Analytics for B2B posts
- Hotjar or Matomo for behavioral analysis
This will enable you to optimize your next publications : produce more of what pleases, and less of what goes unnoticed.
Case study: a local craftsman
An artisan carpenter decided to create regular content on Instagram and LinkedIn. At first, he only posted photos of his creations. Very little engagement.
He then :
- Produce before-and-after reports on customer issues
- Added wood care tips
- Makes videos in the workshop
- Integrated a simple but recognizable graphic identity
Result: in 3 months, +240% more visitors to the site, 3 more requests for quotes per week, and increased local awareness.
Conclusion
Creating content for an SME is no small matter.
It’s a strategic lever for developing visibility, creating links with customers and generating business opportunities.
But for this content to be effective, it must be :
- Targeted
- Structured
- Coherent
- And results-oriented
At WiseProjects, we help SMEs produce content that really speaks to their target audience – by combining strategy, creation and performance.
Want to create content with real impact? Let’s talk about it!