As a small business owner, you've likely heard the phrase "dress for the job you want, not the job you have." The same principle applies to your business's online presence - start creating the content you need now to be ready for future growth. In this post, we'll cover the why and how of effective content creation.

Why Create Content?

Video and other content will only become more important in the coming years. Even large companies like Apple invest in marketing and content creation because it's essential for growth. Content allows you to:

• Prove what your business stands for to future customers
• Show up where people are paying attention (TikTok, Facebook, Instagram, etc.)
• Generate business beyond just referrals

What Hardware Do You Need?

Good news - you likely already have the main tool required: a recent smartphone. Use your iPhone or Android to record most of your content. The built-in mics and cameras are sufficient, especially for social media where an authentic look is preferable to overproduced videos.

For better audio, consider an external USB mic that plugs into your phone. And a basic selfie stick can help stabilize your camera. High-end wireless lav mic kits are an option if you're getting serious.

Editing Software

For simple edits, CapCut (TikTok's free editing app) is a great mobile option. More complex editing with multiple clips is better done on desktop with software like DaVinci Resolve or Adobe Premiere.

Content Inspiration

Not sure what to film? Use a tool like AnswerThePublic.com to find questions people are searching related to your industry. Aim for an 80/20 mix of providing helpful answers and "showing off" impressive work. Stay in your lane with straightforward, genuine videos rather than overproduced ads.

Overcoming Fear

It's normal to feel awkward on camera at first. Combat this by keeping things simple - introduce the question, provide the answer, and sign off. Avoid perfectionism and accept that um's and flubs are part of the process. The goal is to help people, not to be flawless.

Putting It All Together

Once you've recorded a simple video on your phone, the editing process in CapCut is quick:

1. Select the clip and trim the ends
2. Export the video
3. Upload to your chosen platform
4. Add a title and post

For posting to multiple platforms, consider a scheduling tool like MetricTool or Hootsuite. Be aware that YouTube may limit views on videos not uploaded natively.

By understanding the why and how of content creation, you can start building your business's online presence today. Keep it simple, focused on providing value, and most importantly - just get started! Your future growth depends on it.