Milton Keynes copywriting expert Emma from Melting Pot Creations shares her top tips.
In growing businesses, content creation always starts with good intentions.
You know visibility matters, that people need to hear from you regularly, and that staying present in your market builds trust and reputation. But is that enough to get content creation to the top of your to-do list?
If you’re a business owner, responsibility for marketing and business development probably sits with you. You’re the strategist, the salesperson, the delivery lead, and often the person writing the LinkedIn posts, updating the website, and drafting emails late in the evening.
Content becomes one more hat to wear, and rarely the one that gets prioritised when client work and operational demands take over.
You’ve probably experienced what happens next. Strategy and plans go out of the window in favour of quick posts or updates which tick a box. Consistency becomes a distant dream as you veer from feast to famine, five posts one week and none at all for the next month.
Like everything in your business, content needs a process to sit within to make it second nature and stop it just sucking up all your available time. And there is a proven way to make this happen.
With a framework to follow, you’re no longer trying to invent something new every time you sit down to write. You’re working from a clear sense of purpose, audience, and direction, which makes writing simpler, faster, and more coherent. Content starts to support the business rather than compete with it for attention.
How to surround yourself with content
As time goes by, you start to build really valuable assets – a library of blogs, an up-to-date website that actually reflects what your business does, and enough social media posts that you can save more time and start to repurpose.
But being surrounded by content means having depth as well as presence. It’s not just social posts, but websites that reflect how the business has evolved, emails that nurture relationships over time, blogs and case studies that demonstrate thinking and credibility, and messaging that feels consistent across every touchpoint.
Your message needs to be strong, consistent and purposeful but achieving this takes focus and time. It’s perhaps no surprise, then, that busy business owners turn to AI.
The risks of an AI shortcut
Without strong foundations, AI can flatten a brand’s voice. Because AI looks to standardise its responses to take account of an ‘average’ of everything it absorbs, your business starts to sound like everyone else in your sector, using similar language, similar phrases, and similar structures. Over time, that erodes identity rather than strengthening it. For business owners who care deeply about how their brand shows up, this can feel like a compromise they’re not willing to make.
It's also common for those who use AI to be tempted to create tonnes of content, because they can do so quickly. The focus is on quantity, not quality.
However, for a business that wants to establish a strong brand voice that differentiates them from their competition, the shift doesn’t come from doing more. It comes from treating content creation as a process, starting with the strategic foundations and building from there.
The ideal self-service solution
The Content Canteen has been created for business owners and small marketing teams who want to be surrounded by content in a way that feels human, strategic, and manageable.
It’s a membership designed to support ongoing learning, provide structure and templates, and help people speed up their content creation without relying on AI and losing their individuality. With The Content Canteen, your creativity, empathy, and brand identity stay firmly intact.
When you join, you get access to a dedicated portal which takes you through my proven, professional approach to copywriting and content creation. From the strategy and planning to creating every individual type of content asset, from blogs to social posts, case studies and email campaigns. Month by month you learn and you’re held accountable.
It's open now, it’s self-paced with light-touch support built in. Priced at a very accessible £49 per month plus VAT, it’s a great place to be to kick off your content creation year. If you’re into steady support rather than quick fixes, and you want content to become part of how you work rather than another thing competing for your attention, it’s the perfect solution.
You can find out more and sign up here - https://content.meltingpotcreations.co.uk/home-page-8441
