The 4 Types of Content Every Local Business Should Create (and Why)
If you’re a local business trying to stand out online, you already know social media and your website are more than just digital brochures—they’re your connection to your community and future customers. But what kind of content actually moves the needle?
Whether you run a retail shop, a home service company, or a business services firm like a law office or accounting practice, these four types of content can fuel your marketing strategy and build trust faster than anything else.
1. Brand Content – Tell Your Story
Your brand content shows who you are, what you stand for, and why people should choose you over a competitor. Think: your values, your mission, and what makes your business unique.
Example for a local retail shop:
A boutique clothing store could post a behind‑the‑scenes video of the owner selecting new inventory at a trade show. Caption it with why they choose eco‑friendly fabrics or local designers. This builds authenticity and connection.
Example for a home service business:
A plumber could film a quick walkthrough of their truck, showing tools and explaining how they prepare for emergency calls—showing professionalism and readiness.
Example for a business services firm:
A small law firm could share a post about why they opened in your city and how their mission is to help local families protect their assets.
Brand content builds trust. Customers want to buy from businesses they understand and believe in.
2. Team Content – Humanize Your Business
People love doing business with people, not faceless companies. Team content introduces your staff and highlights their expertise and personalities. It can also be a major differentiator between you and your competitors.
Example for a local retail shop:
Introduce your store associates with quick Instagram Reels. “Meet Sarah! She’s been styling customers here for 5 years and loves vintage denim.”
Example for a home service business:
Post a carousel of photos of your lead electrician with a caption about his 20 years of experience and why safety is his number‑one priority.
Example for a business services firm:
Feature your receptionist or paralegal on LinkedIn with a quote about what they enjoy most about helping clients.
When customers feel like they know your team, they feel more comfortable hiring you or walking through your doors.
3. Testimonial Content – Let Customers Speak for You
Nothing beats word of mouth, and online testimonials amplify that effect. Turn those glowing reviews into scroll‑stopping content.
Example for a local retail shop:
Share a carousel post with a customer’s review about your unique gift selection, paired with a photo of them holding their purchase.
Example for a home service business:
Create a short video of a homeowner talking about how your crew fixed their HVAC during a heatwave.
Example for a business services firm:
Ask a happy client (who is good on camera) to film a selfie video talking about their experience with your firm. Use it on social media and your website.
Social proof reassures potential customers that you deliver on your promises.
4. Community Content – Show You’re Part of Something Bigger
Community content shows your involvement in local events, causes, or collaborations. And here’s a pro tip: use Instagram’s Collab post feature to amplify reach by sharing posts jointly with partners, nonprofits, or other local businesses.
Example for a local retail shop:
Partner with a nearby coffee shop for a pop‑up. Post a Collab on Instagram tagging both accounts so your followers and theirs see it.
Example for a home service business:
Sponsor a Little League team, then Collab post photos of the team with the league’s Instagram account.
Example for a business services firm:
Host a free financial literacy workshop at the library and Collab post the recap with the library’s page.
: Community content positions you as a business that cares about more than transactions—and Collab posts double your audience instantly.
Final Thoughts
By consistently creating brand, team, testimonial, and community content, you’ll show your human side, build trust, and reach more people—without needing a massive marketing budget.
To get started, pick one idea from each category and plan your next month of posts - that’s just one post a week in each category or if you’re up for it, one post a week for each. Your local audience is waiting to connect with you.
