The Best Performing Types of Content for Small Businesses in 2025
- Mia Russell
- 1 day ago
- 3 min read
If there’s one thing 2025 has made clear, it’s this: small businesses don’t need more content, they need the right content.
Content that builds trust, answers real questions, and moves buyers closer to a decision.
Here are the best-performing content types small businesses should be focusing on in 2026, with examples of how to use them.
1. Pricing Content “How Much Does It Cost?”
Still the most searched, most clicked, and most trust-building content on the internet.
Why it works:
Buyers hate mystery pricing.
It filters in serious leads and filters out the wrong ones.
Transparency builds authority.
How small businesses can nail it:
Create a blog: “How much does [your service/product] cost in 2025?”
Add a breakdown: what impacts price, what’s included, where prices vary.
Include a soft CTA (e.g., request a quote, download a guide).
Example: A construction company outlining exactly what affects the cost of building a dental practice, materials, compliance, and timeline.
2. “Best Of” Content — “What’s the Best Option for Me?”
Consumers want curated recommendations from someone who knows the space.
Why it works:
It positions you as a trusted advisor.
Search engines reward list-style content.
Helps buyers compare without going down a research rabbit hole.
How to use it:
“The 5 Best CRM Platforms for Small Businesses in 2025”
“The Best Family Cars Under £20k”
“The Best Van Storage Solutions for Tradespeople”
You’re not pushing your product, you’re guiding the buyer.
3. Comparison Content — “X vs Y”
If buyers are comparing brands in their head, you might as well guide the conversation.
Why it works:
Shows you’re confident in your offering.
Helps buyers choose faster.
Reduces objections (because you’ve addressed them upfront).
How to use it:
“Mailchimp vs HubSpot vs Hello CRM — Which Is Best for a Small Business?”
“Timber Frame vs Brick Build — What’s Better in 2025?”
“Klarna vs PayPal — Which Is Right for Your Online Store?”
The goal isn’t to always claim you're the best — it’s to be honest.
4. Problem-Based Content — “What Could Go Wrong?”
Marcus Sheridan calls this the dark side content — addressing fears, risks, and deal-breakers.
Why it works:
Buyers want the truth, not the sales pitch.
Creates massive trust because very few businesses will go there.
Reduces buyer remorse (they feel informed before committing).
How to use it:
“The 7 Mistakes Businesses Make When Choosing a Marketing Agency”
“What Could Delay Your Home Build in 2025?”
“Why Some Dog Crates Fail Crash Tests — And What to Look For”
Honesty is a superpower in content.
5. Process Content — “How Does It Work?”
Your buyer wants to see the journey before they start it.
Why it works:
Makes your service feel simpler and more achievable.
Reduces friction.
Helps convert people who are “interested but unsure.”
How to use it:
Step-by-step videos showing how onboarding works.
“What to Expect When You Start With Our Agency”
“How Our Design + Build Process Works (Behind the Scenes)”
This content also boosts sales because your team can use it before meetings to prep leads.
6. Customer Stories — “People Like Me Who Got Results”
Still one of the most powerful forms of content.
Why it works:
Social proof beats self-promotion every day.
Turns real results into marketing assets.
Shows prospects that success is possible for them, too.
How to use it:
Case studies
Testimonial reels
Before-and-after videos
Short written quotes for socials
“A Day in the Life” content with your customers
In 2025, authenticity > polish.
7. DIY / Helpful How-To Content — “Show Me How to Fix It”
2025 content trends are leaning heavily into help-first positioning.
Why it works:
Builds authority at scale.
Attracts top-of-funnel and mid-funnel leads.
Increases brand loyalty.
How to use it:
Tutorials (video works best!)
“5 things to check before calling a plumber”
“How to create a quarterly marketing plan (template included)”
“How to prep your van for a safe winter trade season”
People trust the teacher.
8. Short-Form Video — Still the Fastest Way to Build Connection
Reels, TikToks, YouTube Shorts — short video continues to dominate.
Why it works:
Algorithms push it further than static content.
Shows personality, not just information.
Builds instant trust — people feel like they know you.
What performs best right now:
Founder-led content
Quick tips
Myth busting
Behind-the-scenes
Reaction content
“Here’s what we’re seeing in the industry” updates
If you’re not on video in 2025, you’re falling behind.
Focus Less on Volume, More on Value
Small businesses don’t need endless content.
They need trust-building content.
Use these eight categories as your 2025 content pillars and you’ll attract better leads, build stronger authority, and remove friction from the buying process.