Let’s be honest—most of us scroll past a ton of posts every day without thinking twice. Ads, blogs, videos… It’s just noise. But then, once in a while, something makes us stop. Maybe it’s a funny reel, a story we relate to, or a line that feels like it’s talking right to us. That’s the kind of content you want to create. Not content that just fills space, but content that actually connects with real people.
Here’s how I think about it.
Step One: Know Who You’re Talking To
You can’t talk to “everyone.” If you try, you’ll sound like a billboard. Instead, think of one person. Who are they? A student? A new parent? A small business owner who’s tired of wasting money?
Picture them scrolling on their phone. What would make them pause? What words would they use if they were telling a friend about the problem they have? Use those words.
For example, don’t say, “Our app improves productivity.” Say, “This app saves you an hour so you can actually chill after work.” One feels like a pitch. The other feels like help.
Keep It Human
Drop the stiff tone. Talk like you would to a friend. Short sentences. Everyday words. A little personality.
If you run a café, don’t post, “We sell baked goods daily.” That’s boring. Try, “Fresh croissants at 8 AM—come before they’re gone.” Feels different, right?
People like real voices. They don’t want a robot.
Hang Out Where They Hang Out
Not all platforms matter for your audience. Teens scroll TikTok. Parents scroll Facebook. Young pros check LinkedIn or Instagram. Don’t stretch yourself thin trying to be everywhere.
It’s better to show up regularly on one or two platforms than post once in a while on five. Consistency beats being everywhere.
Tell Stories, Not Just Facts
Facts are fine, but stories make people care. Instead of saying, “Our shoes are comfortable,” share a customer’s story: “I walked all day in these and didn’t feel like my feet were on fire.” That’s relatable.
If you’re selling a tool, show how it made someone’s life easier. People connect to people, not product lists.
Use Visuals That Feel Real
Don’t overthink it—content isn’t only blogs and long posts. A quick photo, reel, or even a simple graphic can do the trick.
What works best? Stuff that feels natural. Behind-the-scenes clips. Quick how-tos. A funny meme your audience would laugh at. Polished is nice, but real is better.
Give Before You Ask
Here’s where a lot of brands mess up. If every post is “buy this” or “sign up now,” people tune you out. Imagine if a friend only talked to you when they needed money—you’d stop picking up their calls.
Instead, give value first. Share tips, hacks, or even just a laugh. Let people enjoy your content without feeling sold to. Once they trust you, buying comes naturally.
Stay Consistent
Don’t aim for perfect. Aim for steady. Your audience wants to see you show up often, not once every blue moon with a polished masterpiece.
Think about your favorite YouTuber or Instagram account—you stick around because they’re always posting, not because every post is flawless.
Wrapping It Up
Good content marketing isn’t about sounding smart or fancy. It’s about being real. Talk like a human, share stories, give value, and stay consistent.
When your content feels like a conversation, people don’t just scroll past it. They stop, they listen, and over time, they trust you. And trust is what turns random followers into loyal customers.
At the end of the day, it’s simple: connect first, sell later. That’s how content marketing actually works.
