What’s the Best Content for Your Business? Here’s How to Find Out

How many times have you heard that you need to be everywhere and post content all the time? But in reality, that doesn’t have to be the case for your business. The best type of content depends on your audience, your goals, and your industry. What does that mean? Well, for example, what works for a fitness trainer may not work for a SaaS startup. Let’s go through how you can discover what really is the best content for your business.

1. Understand Your Audience

The first and most important step is to know who you’re talking to. If you don’t know your audience, you risk shouting into the void. Ask yourself: Who are my customers? Where do they spend time online? What interests them, and how do they communicate?

For example, if you run a local fitness center, you’ll likely see more success on Instagram and TikTok, where people look for motivation and quick tips, rather than on LinkedIn where that doesn’t really make sense. On the other hand, content marketing for a company that sells business software will be much more effective on LinkedIn and through blog posts, since LinkedIn has a more “serious” audience focused on business and work.

2. Define Your Business Goals

Not every piece of content serves the same purpose.

First think about what you want to achieve:

• Increase brand awareness?
• Sell a product?
• Educate your clients?

If you know your goal, you’ll know what kind of content you need. For example, a restaurant that is just starting out can build visibility with food photos and short video clips. That immediately grabs attention and stirs emotions. In contrast, a B2B company needs to show its expertise, and for them blog posts, case studies, and LinkedIn articles are a much better choice.

A strong content strategy always starts with your goals, not with “what everyone else is doing.”

3. Test Different Formats

There’s no one-size-fits-all formula. What works today may not work tomorrow. That’s why you should try different formats: short videos, blog posts, newsletters, infographics, or even content created by your own audience (user-generated content).

For example, a bookstore can try posting short reels with book recommendations while also sending out a newsletter with information on new arrivals. Video clips might bring more views and draw people in, while the newsletter can drive actual purchases because it lands directly in the inbox and offers clear suggestions. What matters is tracking results - how many people watch, how many click, and how many end up buying. Only when you compare views, reactions, and real sales can you clearly see what the best digital marketing content is for your business.

4. Track Results and Adapt

Content is not “set and forget.” You need to constantly monitor views, comments, clicks, and most importantly, conversions. If you notice that short TikTok clips bring far more views than static images, that’s a clear signal where to invest. And always keep in mind, views are not the same as conversions. Millions of views on a TikTok reel mean nothing if nobody buys what you’re offering.

For example, you can test Story polls and compare them with regular posts. You’ll see whether your audience reacts more to questions and interactive formats or to standard posts. These small tests help you shape your content strategy and better understand what your audience likes. The best results come when you track the data and adjust as you go.

5. Adapt Content to Each Platform

Every platform has its own rules:

• Instagram: works best with visual content - beautiful photos, inspiring posts, and aesthetic reels that grab attention quickly.
• LinkedIn: the audience here looks for expert articles, business stories, and case studies. It’s the perfect place to show expertise and build authority.
• TikTok: short, fun, and educational clips. If you can deliver a message in 15-30 seconds in a creative way, people will engage.
• YouTube: ideal for long-form content such as tutorials, reviews, and educational videos. People here are looking for detailed explanations and guidance.
• Pinterest: great for visual inspiration - photos, ideas, and concepts that people love to save for later. Especially useful for brands in fashion, design, and home decor.

For example, a furniture manufacturer can use YouTube for tutorials like “How to assemble a table,” while using Pinterest to share interior design ideas. When you match the format with the platform, your content feels natural and effective - and that’s how you build stronger marketing content.

Conclusion

There is no universal answer to the question “What is the best content for my business?”. The best content is the one that resonates with your audience, supports your goals, and fits the channels you use. Experiment, track results, and adapt. If something doesn’t work today, it might work tomorrow, and your customers will give you the best feedback.

So, next week, try two different content formats on the platforms where your audience is most active. You may be pleasantly surprised at how quickly you can discover what works for your business.