For years, Ramon Ray, author of The Celebrity CEO and publisher of ZoneofGenius.com, has championed a powerful idea: small business owners must think like media companies. In today’s attention-driven marketplace, it’s not enough to offer great products or services — you must also consistently educate, inspire, and stay top-of-mind with your audience. And the most effective, lowest-cost way to do that? Content creation.
Manychat wrote a great article about the new world of content creators, but let’s unpack this more.
Related – Substack Boosts Live Video for Customers Beyond YouTube and TikTok
The Rise of the Creator-Entrepreneur
We live in an age where everyone is a broadcaster. From TikTok tutorials to Instagram Reels and email newsletters, the tools to create compelling content are at every entrepreneur’s fingertips. Platforms that once required huge advertising budgets are now democratized, giving small business owners a level playing field to compete with big brands.
Build Trust with Content That Educates
Content isn’t just about going viral — it’s about building trust. A video that explains how your services solve a common problem, or a blog post that breaks down trends in your industry, can position you as an expert and reliable partner. “Entrepreneurs should create content to educate their current and future customers,” says Ray. “That education builds authority, and authority builds trust. Trust leads to sales.”
You’re Already On the Platforms — Leverage Them
Instead of spending thousands on ads, use the platforms your audience is already scrolling through. Show up with value. Answer questions. Go behind the scenes. Celebrate your clients. Content doesn’t have to be overly produced. What matters is consistency and clarity. Post often, be helpful, and stay aligned with your brand message.
Creators Drive Sales — Not Just Attention
Sure, there are creators who entertain. But as entrepreneurs, we must be creators who convert. Your content should move people toward action — joining your list, booking a call, making a purchase, or sharing your story. That’s the difference between being just an influencer and becoming a trusted authority in your niche.
AI Is Your Creative Assistant — Not Your Replacement
The explosion of AI tools like ChatGPT and Canva’s AI features means you don’t need to be a tech wizard to produce content. Use AI to brainstorm ideas, write first drafts, generate visuals, and automate distribution. This lets you focus on what matters: being human, relatable, and useful to your audience.
The Brand Is You
As The Celebrity CEO outlines, the personal brand of the entrepreneur is the heartbeat of any small business. People don’t just buy what you sell — they buy why you sell it, and who you are. Content is the bridge between your passion and your public. The more you share, the more your audience connects. And in a crowded marketplace, connection beats perfection every time.
Final Thoughts: Become the Media
You don’t need a film crew or fancy gear. What you need is the mindset that you are not just a business owner — you are a publisher. You’re creating value in the form of ideas, insights, and inspiration. That content is your marketing, your lead generation, and your legacy.
So the next time you hesitate to hit “record” or “publish,” remember: the future belongs to those who create.
“Small business owners should be publishers.”
— Ramon Ray, The Celebrity CEO
