May 4, 2024

Crafting Content That Doesn't Suck

Find out what you’re doing wrong and what you could be doing right.
Crafting Content That Doesn't Suck

You look gassed, my weary little content warrior. Let's face it, content creation can feel like yelling into the void. You churn out blog posts, social media updates, the whole shebang, and what do you get? Crickets. Not even the good kind. The little weird ones. So look, here's the skinny, the lowdown, the inside info on creating content that actually grabs eyeballs and keeps people from bouncing.

Get in the Mind of Someone in Your Target Market

Stop just sitting down and typing aimlessly, and definitely stop shelling out orders to Chat GPT and wondering why it keeps starting every paragraph with “in today’s digital age….” Take a minute to understand who you're talking to. And not some vague idea of your "ideal customer," either, but actual people with actual problems and interests. An actual life. Someone who gets stuck in traffic just like you do, or someone who trips on the sidewalk and checks to see if anyone saw it. You know, people.

This is going to require a little bit of empathy if we’re being honest. If you don’t have that, stop reading, stop writing, and go to therapy. Or hire someone that has empathy, like every other employer does. 

Think of it like eavesdropping on a conversation at a coffee shop. What are they talking about? What are they struggling with? Once you get a feel for their vibe, you can tailor your content to resonate with them on a deeper level.

Ditch the Random Posts, Craft a Strategy

Winging it might work for a night out with the boys, but it won't work for content creation. And let’s be real, nights out with boys don’t even go that well, either. You need a plan, a content strategy that outlines what you'll write about, how you'll say it, and where you'll blast it out to the world.

Think about what kind of content your audience wants to see. Short, snappy listicles? In-depth industry reports? Funny cat videos? Topical memes? Whatever it is, figure it out. Then, find out where they hang out online. It could be anywhere: Instagram, Twitter (we’ll call it X eventually, we promise), Reddit? Publish where they'll see it. It’s like putting a poster on a hallway bulletin board, if people still know what either of those things are.

Spend the Time To Make It Good

Here's the kicker: your content needs to be worth someone's time. Nobody wants to read a snoozefest. Nobody wants to read anything anymore. So, if they find themselves skimming, you have to sort of catch them by accident. Like, “Oop, look at us, still going are we?” So avoid the generic fluff and focus on creating content that's:

  • Attention-grabbing: Headlines that make people stop scrolling, visuals that pop, and openings that keep them there.
  • Storytelling: People love stories. Weave a narrative into your content, something that connects with them emotionally and has some sort of timeline or ultimate takeaway.
  • Valuable: Don't just talk, offer something of worth. Actionable tips, insightful data, solutions to their problems—that's the good stuff. If you don’t have those, then don’t push it out there. The internet is full.
  • Authentic: Drop the corporate jargon and forced cheer. We all do it from time to time. But try to be yourself; your voice, your personality. People connect with realness.

Bonus Round: Experiment Like Crazy

There's no magic formula for content creation. What works for one brand might flop for another. So don't be afraid to experiment with different formats—blog posts, podcasts, infographics, and even billboards are a good option. See what resonates with your audience. And if it works, keep doing that.


Creating killer content takes effort, but the payoff is huge. Engaged audiences, brand loyalty, and maybe even a few less crickets in your online world. Now get out there and be somebody. Or you know what? You could ask us to do it for you. Let’s talk. Just if you want to.

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