A simple content plan to cover SEO, social media and your newsletter

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Are you looking for a simple planning system that can cover your SEO, social media and email marketing?

Maybe you’d love to create one piece of content that you can use for all three, and know that your business is showing up on Google and in the AI learning models.

Chances are you want to be visible, but not at the cost of your sanity.

This blog is here to show you how it can be simple with a system – a really doable, sustainable one – that helps you get found in all the right places: Google, social media, your email list, and AI.

It covers how to create content to feed the demands of your website, social media and your newsletter.

This means that you have an easy way to keep in touch with your current clients, and connect with people who need what you have to offer.

Listen in on the player link below or you can read the key points as a blog.

How pet owners are behaving online

Before we explore the how-to bit, here’s what we already know:

People are out there searching for what you do – on Google, on social media, and AI tools like ChatGPT.
You want to be the person they find, not the one who gets left behind because your website hasn’t been updated since 2017.
You want to feel seen for the brilliant work you do – not invisible.

But being seen everywhere, all the time? It’s not sustainable. Especially if you’re already juggling clients, dogs, family, and running your business.

That’s where this system comes in.

One big piece of content that does all the work

It could be a blog, a podcast episode, or a video, depending on your strengths and skills.

This one piece becomes the anchor for your:

Social media posts
Newsletter
Website SEO
AI visibility

You’re reading the blog version of a podcast episode I recorded with a brew in hand, chatting through a few bullet points I scribbled on a bit of paper.

I’ll send it to my email list, and share it on social media in a few different ways.

Why creating a bank of content works

Let’s say you get asked something like: How do I know what kind of dog trainer is right for me?

If you write a blog (or record a video) answering that exact question, you’re not just helping that one person – you’re creating a resource you can share again and again:

In your DMs
In your email welcome sequence
On your website, where it feeds Google and the AI bots
On your socials, in carousels or Reels or Stories

That’s one question, answered well, working across all your platforms. And it doesn’t disappear after 24 hours like an Instagram Story.

One of my favourite approaches for this is from the book They Ask, You Answer by Marcus Sheridan – all about turning common client questions into brilliant content.

Why answering questions with blogs is time well spent

You’re probably already answering these questions in conversations with clients.

This system is about turning those answers into content that will save you time each time they crop up, and help you build trust.

Here’s how it can look:

Step 1: Pick a theme

Think about something you’re always getting asked – something you’ve got loads to say about. This becomes your monthly blog/podcast/video.

Step 2: Get it on your website

Written down, recorded, or filmed – whatever works for you. This is your main bit of content.

Step 3: Repurpose it

Pull out a few quotes or tips and share them on Instagram or Facebook
Send it as a newsletter
Use it in a Reel or Story
Refer back to it when someone asks that question again

Step 4: Let it work for you

It’s doing the job for your SEO. It’s feeding the AI machines. It’s building trust with potential clients. And you’re not stuck wondering what to post every day.

Case study – Louise Humphrey

Louise runs Studio44Pilates and Paws4Running. She’s a Pilates instructor for runners and also runs a Canicross business and a Canicross podcast, Canicross Conversations.

Each week, she writes a blog on a topic she knows her people care about.

She then:

Sends it out in her newsletter
Pulls out bits for social media posts
Reuses it in Reels and Stories
Builds a library of helpful resources on her website

She’s being found on Google, on AI, by journalists looking for experts on her topic and by people looking for exactly what she offers.

Louise had a lady in Australia contact her as she’d written about running, Pilates and Menopause.

This simple plan means your content works harder

You’re the expert in what you do. You’ve got so much knowledge and value to share.

Creating one strong piece of content each month (or each week if that feels manageable) gives you:

A clear message
A week’s worth of social media posts
A helpful email to send to your list
Content that keeps working, long after you’ve made it

And when you’ve got this all living on your website, it becomes your own little content hub.

Like Netflix for your business – bingeable, helpful, and ready whenever someone wants to find out more.

Want help making this easier?

My Pet Business Content Planner was created exactly for this.

Inside, you’ll find:

Space to plan your core content each month
Pet-specific awareness days and content ideas
Coaching prompts when you’re stuck
Monthly and quarterly reflection pages
Habit trackers and to-do lists to keep you on track

It’s all designed to help you feel calm, consistent and in control of your content.

And if you order before 28th January, you’ll go into a draw to win either:

A 3-night stay at my dog-friendly cottage, Sunnyside Cottage in Robin Hood’s Bay
Or a whole year inside my membership, Pets Get Visible

You can order your copy here: rachelspencer.co.uk/shop

So, can it be this simple?

One blog post. One podcast. One video.

This can be repurposed into a few bits of content and shared in a few places. Then it’s living on your website and doing its job for months (or years) to come.

Give it a go this month with one topic you’ll enjoy covering.

And if you do try it, let me know how you get on. Please tag me on social or send me a message as I’d love to see what you create.

Links mentioned in this episode:

Buy my pet business planner: https://rachelspencer.co.uk/shop/

Rikki Sullivan at The Canine Copywriter: https://thecaninecopywriter.co.uk/

Kate Toon’s SEO podcast: https://therecipeforseosuccess.com/category/podcast/

Read Louise from Studio44Pilates blog: https://studio44pilates.com/category/louises-blog/

Check out Louise’s podcast: https://www.canicrossconversations.co.uk/

Further listening:

How to create website content to make your pet business stand out with Roz Healey

How to create a pet business social media content calendar

How to start a pet blog or pet business blog