The Key to Good Content? Helping People.
Tone and style are inherently important but ultimately also only window dressing.
The real secret to creating good content?
Help people.
Whether you’re writing blog posts, social media updates, product descriptions, or email newsletters, the goal should always be to provide something valuable to your audience.
Great content doesn’t just exist for its own sake; it solves problems, answers questions, and adds value to people’s lives.
But how can content help, and why is this so important?
Refer to these 10 ways content can help people and start with one or more as your focus when crafting your next piece of content.
1. EDUCATE Your Audience
One of the most common ways content helps is by educating your audience. Whether you’re teaching them how to use a product, explaining a complex concept, or providing industry insights, educational content empowers people with knowledge.
Why It Matters:
Educated customers make more informed decisions, are more confident in their choices, and are more likely to trust your brand as a valuable resource. When you prioritise education, you build authority and credibility within your niche. You're also making life easy for yourself and your team going forward!
The more you know and all that...
2. SOLVE a Problem
People often turn to content because they have a problem and need a solution. Whether it’s a DIY issue, a business challenge, or a personal dilemma, problem-solving content gives readers practical steps to address their pain points.
Why It Matters:
Content that solves problems builds trust. If your content provides a useful solution, readers are more likely to return to your brand for future needs and recommend you to others.
You can rely on it.
3. InspirE Action
Great content motivates people to take action—whether that action is to buy a product, sign up for a service, or simply try something new. Inspirational content taps into emotions and aspirations, pushing people towards positive change.
Why It Matters:
People are drawn to brands that inspire them. By motivating your audience, you’re not just promoting a product; you’re helping them achieve something meaningful. Action-oriented content boosts engagement and conversion rates.
Trust. Earned.
4. Answer Questions
Often, people are looking for quick answers to specific questions, and they turn to the internet for help. Content that answers common questions directly, clearly, and concisely provides immense value, helping people find solutions quickly.
Why It Matters:
Answering questions positions your brand as a knowledgeable resource. It can also improve SEO, as search engines reward content that addresses frequently asked queries in your industry, driving more organic traffic to your site.
Don't believe me? Google it.
5. Simplify Complex Topics
Not everyone has the time or expertise to dive deep into complicated topics. Content that breaks down complex subjects into easy-to-understand language can be incredibly helpful for people looking to get up to speed on an issue.
Why It Matters:
Simplified content opens up your brand to a wider audience. By making difficult topics accessible, you build a reputation as a brand that makes things easier for its customers, improving overall user experience.
This is thought leadership in action!
6. Entertain
Helping people isn’t always about solving problems. Sometimes, the best way to help is by giving your audience a break. Entertaining content—whether it’s funny, thought-provoking, or light-hearted—helps people relax and enjoy themselves.
Why It Matters:
Entertainment is a powerful engagement tool. By providing content that people enjoy consuming, you create positive associations with your brand. Entertainment-based content often leads to higher social shares and interactions.
The holy grail? Infotainment.
7. Build Confidence
Sometimes, the best way to help someone is by boosting their confidence. Content that encourages people to believe in themselves, whether through success stories, testimonials, or motivational tips, helps them take on challenges with a positive mindset.
Why It Matters:
Confidence-building content fosters loyalty. When people feel empowered by your brand’s messaging, they’re more likely to stick with you and view your business as a source of encouragement in their journey.
Feels good.
8. GUIDE Decision-Making
With so many choices out there, it’s easy for consumers to feel overwhelmed. Content that provides clear comparisons, product reviews, or buying guides helps people make informed decisions that are right for them.
Why It Matters:
When you help people make better decisions, they’ll appreciate your guidance and trust your expertise. Decision-making content can reduce friction in the buying process, improving sales and customer satisfaction.
Smoothly does it.
9. CREATE Community
Content that fosters a sense of belonging helps people feel connected. And we're wired for connection. Whether it’s through shared stories, user-generated content, or social media engagement, building community-driven content helps people see that they’re part of something bigger.
Why It Matters:
Humans are social creatures, and we gravitate towards brands that make us feel like we’re part of a tribe. Content that cultivates community builds stronger, longer-lasting relationships with customers who feel emotionally invested in your brand.
We're better together.
10. OFFER Tips and Tricks
Content that provides practical, actionable advice is immensely helpful. Whether it’s a list of tips, a how-to guide, or life hacks, people love content that they can put to use immediately to improve their lives.
Why It Matters:
Content that offers practical value is often saved, shared, and revisited. When your audience can apply your tips and see immediate benefits, they’re more likely to return to your content in the future, knowing that it delivers results.
Why "Helping" Should Be Your Starting Point
Every piece of content you create should start with a clear intent to help your audience in one (or more) of these ways. Here’s why this focus is so important:
Builds Trust: When your content consistently provides value, your audience begins to see you as a trusted resource. Whether it’s educating, solving a problem, or inspiring action, helpful content builds credibility over time.
Increases Engagement: Helpful content resonates with readers. They’re more likely to engage with it, share it, and come back for more if they feel they’re getting something useful from it.
Boosts Brand Loyalty: When people feel that your brand genuinely wants to help them, they’re more likely to become loyal customers. They’ll appreciate the value you provide and stick with you because you’ve made a positive impact.
Drives SEO and Traffic: Search engines favour content that answers questions, provides solutions, and meets user intent. By focusing on helpful content, you’re more likely to rank higher in search results, driving more organic traffic to your site.
Encourages Conversions: Helpful content is more persuasive. When you offer solutions, insights, and practical advice, people are more likely to see your brand as the answer to their needs, leading to increased conversions and sales.
The UPSHOT?
At the end of the day, the most effective content isn’t about promoting yourself—it’s about helping your audience. Whether it’s through education, entertainment, problem-solving, or inspiration, the best content always leaves the reader feeling like they’ve gained something valuable.
By focusing on one or more of these ten ways content can help people, you’ll not only provide value to your audience, but you’ll also build a stronger, more trustworthy brand. So next time you sit down to create content, start with this simple question: How can I help?
Answer that, and you’re already on your way to creating content that truly connects with people.
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