How to Create a Simple Content Strategy for Your Small Business in Kenya

Introduction

If you’re running a small business in Kenya, you already wear a dozen hats—manager, marketer, accountant, and sometimes even delivery person. With so much going on, creating content for your business often feels overwhelming.

But here’s the truth: consistency matters more than perfection. Customers trust businesses that show up regularly. That’s where a simple content strategy comes in—it helps you stay organised, save time, and market smarter (not harder).

And the best part? You don’t need to be a marketing guru or hire a big agency. You just need a plan you can actually stick to.

1. Start With Your Goals

Before you start posting, ask yourself: What do I want my content to do?

Do you want to increase brand awareness?
Drive sales for a product or service?
Build a community of loyal customers?

💡 Example: A Nairobi boutique might set a goal to increase sales of new arrivals by 20% this quarter through Instagram content.

2. Identify Your Audience

Who are you talking to? Your content should always be created with your target audience in mind.

For SMEs in Kenya, this could be moms shopping for kids’ clothes, young professionals looking for affordable services, or other small businesses needing B2B solutions.
Create a customer persona: name them, define their pain points, and speak to them directly.

💡 Example: Mary, a 29-year-old professional in Nairobi, wants stylish clothes she can shop for online after work.

3. Build Content Pillars

Instead of thinking of new ideas every day, build 3–4 pillars (themes) that guide what you post.

Examples for Kenyan SMEs:

Education: Tips, how-tos, or industry advice.
Engagement: Polls, questions, or behind-the-scenes.
Promotion: Highlight products/services and special offers.
Inspiration: Customer stories or motivational quotes.

💡 If you sell cakes in Kisumu, your pillars could be: recipes (education), cake polls (engagement), new products (promotion), and celebration stories (inspiration).

4. Create a Content Calendar

Once you have your pillars, organize them into a simple content calendar

Decide how many times a week you can realistically post.
Rotate between your pillars so your feed stays balanced.
Use tools (or even a notebook!) to plan ahead.

💡 Example: Post 3 times a week → Monday (education tip), Wednesday (engagement post), Friday (promotion).

5. Use Templates to Save Time

The fastest way to stay consistent is to use ready-made design templates.

No need to waste hours creating posts from scratch.
Just plug in your text, swap the images, and you’re done.
This makes your branding look professional and saves time.

💡 Wild Web Creatives’ templates are built for Kenyan SMEs—so you get culturally relevant, plug-and-play designs.

Final Thoughts

Content strategy doesn’t have to be complicated. With clear goals, an audience focus, simple content pillars, and a calendar, you can build a system that works for you. And with templates, you can finally stay consistent without burning out.