No More Guessing: How to Create Content That Actually Speaks to Your Audience

Practical advice on messaging, storytelling, and using feedback to refine content across socials, blogs, and emails.

You sit down to write a post or plan your content calendar, and suddenly… your mind goes blank. What do I say? Will anyone care? Am I even saying the right thing?

If this sounds familiar, you are not alone. Even for us marketers, content can feel hard when you’re trying to speak to everyone, or when you’re unsure if your words are actually connecting. The good news is - you don’t have to guess. When you know who you’re speaking to - and what they need to hear - creating content becomes simpler, more powerful, and even (dare we say it?) enjoyable.

Let’s walk through how to create content that connects with the people you’re meant to serve.

1. Start with your real people

Before you worry about trends or algorithms, start with the humans behind the screen. Ask yourself:

• What are they struggling with right now?

• What would they Google at 2am?

• What do they need to believe before they buy?

If you’ve worked with clients already, use their exact words. Your content should feel like a warm, helpful conversation, not a sales pitch.

Research Tip: Put polls up on your stories to literally ask your audience this

2. Use the “Three E’s” content framework

Here’s a simple formula I use with clients to keep content varied and valuable:

Educate – Share helpful tips, how-tos, and thought leadership 

Engage – Ask questions, share behind the scenes, show your personality 

Elevate – Talk about your offers, testimonials, results, and transformations

Mix these up across your platforms to create trust, visibility, and momentum!

Here's a recent example of an "educate post" we shared on our socials, sharing helpful tips and insights about five platforms we use daily...

3. Where to find content ideas (without overthinking)

You don’t need to reinvent the wheel each week. Try these idea sources:

• Client FAQs – What do people ask you over and over?

• DMs and Comments – What’s coming up in conversations?

• Past Wins – What has worked really well for a client? Tell the story.

• ChatGPT – Let it help you brainstorm topics or refine your message (I do this often!).

  
  

Pro tip: Create a “content bank” in Google Docs or Asana where you can drop ideas as they come. I have another blog post on why I love Asana here.

4. How to write like a human (not a marketer)

Your content doesn’t need to be perfect. It needs to be real.

• Write like you speak

• Don’t overexplain or use jargon

• Focus on one key message per post

• Use line breaks, emojis, or bolded headers to make it easy to skim

Most importantly: talk to your reader, not at them.

5. Content that connects converts naturally

You don’t need to be posting daily or dancing on Reels to get results. When your message is clear and your content speaks directly to what your audience is feeling or wondering—your marketing will start doing the heavy lifting for you.

This is the kind of content strategy I build with clients at Jac & Co Digital: one that fits your voice, your energy, and your goals.

Final Thoughts

You already have valuable things to say. The key is saying them clearly, consistently, and in a way that meets your audience where they are.

Need support creating a simple content plan that actually works?

👉 Let’s create one together.

At Jac & Co Digital, we create strategy-led content and campaigns to grow your service business - without the overwhelm.

You can also connect with me on Instagram @jacandcodigital.