How 28 Days Of Intentional Content Can Change The Way People See Your Business
There’s a quiet shift that happens when you stop posting “when you remember” and start showing up on purpose for a set period of time. It doesn’t have to be forever or “we’re going to be consistent for the rest of the year”. Start with just 28 days. Once this is done, review the results and decide your next step.
Most small businesses massively underestimate what that does to:
- How your ideal customers see you
- How your team talks about what you do
- How clear your offers start to feel
- How much easier it becomes to sell without feeling pushy
This isn’t about going viral. It’s about becoming the business people think of first when a specific problem pops up in their life or work. That doesn’t come from one clever post. It comes from a short, focused season of intentional content.
What “intentional content” actually means for an SME
For most SMEs, content ends up being:
- Posting because you feel guilty you’ve been quiet
- A last‑minute post about a sale, event, or offer when everything has gone quiet
Intentional content is different. It’s:
- Created with a specific customer in mind
- Clearly linked to the problems you solve and the offers you have
- Honest about what you’ve seen, tried, or learned serving real clients
- Consistent enough that people start to trust you’ll still be here next month
It’s less about “posting everywhere” and more about:
“If someone follows us for the next month, they’ll understand what we do, how we think, and how we can help.”
You’re not trying to impress the entire internet. You’re trying to be clear for the people you actually want to work with. That’s the shift.
What changes when your business commits to 28 days
When you give your business a 28‑day container, a few important things start to move.
1. People finally “get” what you actually do
Most customers are not sitting there studying your website and socials. They’re skimming a post between meetings, checking their phone in a queue, or half‑reading while something else is going on. If you only post occasionally, it’s very easy for people to miss the point.
When you show up around the same themes for 28 days, your main service or offer starts to stick. You become “the business that helps with that specific thing” instead of “a company that posts now and then”. That’s when you start getting messages like:
“We’ve been following what you’re sharing about [topic] and think it’s time we talked.”
Those messages don’t come from one big announcement. They come from a month of being clear and present.
2. Your content starts to sound like your business, not a template
Something interesting happens around week two. You stop writing “what a business is supposed to say online”. You start writing like real people who actually care about the work. You notice which stories feel good to share and which phrases sound like your brand.
The more you post from that place, the more your content stops sounding like everyone else in your industry. You’re not trying to be flashy. You’re just being specific and honest about how you help. That’s what people remember.
3. Your offers feel less awkward to talk about
For a lot of SMEs, talking about offers online feels uncomfortable. In a 28‑day season, your offers become part of a natural rhythm. You talk about the problems, the way you think about solving them, and then, calmly, how your product or service fits into that picture.
By the time you say:
“If you want help with this, here’s how we can work together”
…it doesn’t feel like a jump. It feels like the next logical step.
4. Your team starts to believe in the story too
This part gets overlooked. When you commit to 28 days of intentional content, your team sees the same themes repeated and the same offers positioned with confidence. It gives everyone a shared language for what you do. You’re not just “doing marketing”. You’re tightening the story your whole business is built on.
People come back (and the Rule of 7 quietly kicks in)
One of the most underrated things consistent content does for an SME is simple: people come back.
Not everyone will enquire the first time they see you. Most won’t.
They might:
- Click through once
- Have a quick look at your site or profile
- Think “this is interesting”
- Then get pulled back into their day
If nothing much changes the next time they see you, they scroll past.
When you commit to 28 days of intentional content, something different happens. The next time they spot you:
- They see a new post that builds on the last one
- They notice you’re still talking about the same core problems
- They realise you’re not a one‑off, you’re actually in this
This is where that old Marketing Rule of 7 quietly kicks in.
The idea is simple:
- People rarely buy the first time they see you
- They need multiple touchpoints before they feel ready to take action
- Repeated, varied exposure builds familiarity, trust, and recall
Is “seven” a hard, scientific number? No. In today’s saturated market, some 2025 reports suggest the average number of touchpoints is now much higher. Other marketers still reference the classic Rule of 7 as a useful mental model.
Underneath all of it is the same idea you see in the mere exposure effect and modern customer journey thinking:
- Familiarity builds comfort
- Comfort makes it easier to say yes
The point isn’t the exact number. The point is that one touchpoint is almost never enough.
28 days of intentional content gives you repetition without feeling repetitive. Each piece becomes another touchpoint that reinforces what you do and makes it easier for someone to remember you when they’re finally ready. You won’t see every touchpoint in your notifications. You’ll feel it in the quality of the enquiries that eventually land.
Social media stops feeling random
For most SMEs, social media is the place that shows the cracks.
You post when:
- Someone remembers
- There’s a sale or event
- You feel bad it’s been a while
Then it goes quiet again.
When you commit to posting intentionally on social media for 28 days, you turn it from a panic button into a consistent touchpoint.
That doesn’t mean:
- Posting three times a day – start with once at the same time each day
- Being on every platform
- Dancing on Reels if that’s not you
It means choosing one main platform and saying:
“For the next 28 days, we’re going to show up here on purpose.”
Over that month:
- Your audience stops being surprised when they see you
- Your posts start to feel like part of an ongoing conversation
- Your feed begins to look like a real, living business instead of a noticeboard
Because your content is intentional, those 28 days reinforce your main topic and gently highlight your core offer. You also get data you can actually use to learn what your people care about, what they respond to, and how they like to hear from you.
Social media stops being a box to tick. It becomes a simple, repeatable way to stay in front of the people you want to work with.
You don’t need more time. You need a container.
Most small businesses are waiting for a quieter month or a fresh strategy to “really focus on content”. The truth is, you get most of the clarity you’re waiting for by committing to a focused window.
That’s why I like 28 days. It’s long enough to see a real shift. It’s short enough that it doesn’t feel like another endless project. You’re not promising to become a media company. You’re giving your business one clear season to:
- Talk about one main topic
- Point towards one main offer
- Let people see how you actually think and work
Start with just 28 days. Once that’s done, review the results and decide your next step.
If you want help running a 28‑day season for your business
This is exactly why I built the 28 Day Momentum Content System. It’s a focused 10‑page PDF plus a done‑for‑you AI Partner Prompt that helps you (or your team) set a clear outcome, choose your main topic, and build a simple content map so you’re never staring at a blank screen.
If you want a clear container instead of another “we really should post more” conversation in the office, you can check it out here:
28 Day Momentum Content System → https://alexharrisdigital.com/product/momentum-content-system/
Want to stay in the loop?
If you’re not ready to grab the system yet but you want more practical ideas for SMEs, you can hop on my mailing list. I share what I’m testing, what’s actually working for small businesses right now, and simple ways to use AI without losing your brand voice.
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28 days of intentional content can change how people see your business. It can also change how you and your team see it. You don’t have to do it perfectly. You just have to give yourselves a clear, honest container and start.
