The 5 Types of Content Every Local Business Needs

When it comes to showing up online, most businesses struggle because they only post one type of content. Usually it’s either “look at our sale” or “come buy this.”

The problem?

People aren’t on social media to see ads. They want to be entertained, educated, connect with friends, etc. It can be tempting to only share content like that, but that usually doesn’t resonate well with users on social media.

So now we know what not to post, lets get to the good stuff — Here are the 5 types of content every local business should have in their mix:

1. Educational
Show people why what you do matters. Teach them something they didn’t know about your industry, product, or process.

Example: a mechanic breaking down “3 signs your brakes are wearing out.”

2. Relatable
Remind people you’re human. Share behind-the-scenes, funny moments, or everyday struggles that your audience can nod along with. Relatability builds connection.

Example: you were trying to make a video for your coffee shop and you spilled a drink everywhere, now you’re filming yourself clean up the mess.

3. Promotional
Yes, you should talk about your products and services—but with a purpose. Highlight offers, new products, or special events, and make it easy for people to take action.

This is the 20% of your posts that should be promotional (and only this 20%, the other 80% should be value of some kind)

4. Social Proof
People trust people. Share testimonials, reviews, or before-and-after results. Show the real impact you’ve had on others—it’s proof you can do the same for them.

This is arguably the most powerful content you can make to move the needle. When people see people happy and willing to recommend you, it builds trust.

5. Community-Focused
Shine a spotlight on your town, neighbors, or causes you support. This makes you more than a business—it makes you a trusted part of the community.

Never miss an opportunity to hype up a friend, local business partner, etc. Heroes lose, teams win.

If you start cycling through these 5 types consistently, you’ll never run out of ideas—and your audience will always have a reason to stick around.