How to create content that works and delivers real ROI
- Clara Masip Baugh
- May 22
- 7 min read
According to recent research, 71% of consumers are more likely to recommend a brand when they feel an emotional connection to it. This isn’t just another statistic; it’s a clear opportunity to change perspectives and start writing content that works.
In the rush to keep up with algorithms, calendars, and content quotas, we often forget there’s a real person on the other side of the screen. Someone with limited time, competing priorities, and zero patience for filler. In trying to be efficient, companies end up publishing content that’s robotic, rushed, and ultimately forgettable. But our audience deserves better. They’re not just “users” or “personas”—they’re people, just like us. And if we wouldn’t stop to read something empty or careless, why should they?
Audiences only engage with the content that gets them; that sees what they’re struggling with before they even Google it; that says what they’re thinking but haven’t found the words for.
This kind of connection doesn’t happen by accident. It takes intention, empathy, and a smarter approach to how you write, who you’re writing for, and why you’re saying it in the first place. So, if you’re done publishing for the sake of it and want to start creating content people actually care about, this is for you.
Common pitfalls that prevent content from performing well
Marketing experts aren’t short on advice – “quality over quantity,” “know your audience,” etc. – but much of it has become hollow through repetition. Too many organisations still follow a cliché playbook and end up with bland, forgettable content that never drives results.
Generic fluff: Everyone is writing about the same topics. When your post just re-packages what’s already out there, readers tune out because they’ve seen it all before. It's essential to do proper research and offer real value.
Misaligned tone: When style doesn’t match the platform or the reader’s expectations, trust erodes fast.
Siloed workflows: Writers creating in isolation miss insights from sales, support, or product teams. The result is content that feels detached from real customer questions and internal priorities.
Keyword tunnel vision: Chasing every high-volume phrase leads to awkward sentences and surface-level coverage. Search engines—and humans—now reward depth and clarity over keyword density.
Volume over value: Speed goals and tiny budgets produce thin articles that pad the calendar but offer little substance. A single well-researched piece will outperform ten rushed posts in both reach and impact.
One-and-done publishing: A great post left to sit on your blog gathers dust. Without a plan to promote, repurpose, and update it, even the best content never finds the audience it deserves.
What makes content actually work: 8 core principles
Effective content isn’t just about what you say; it’s about how you say it and understanding how your audience will receive it. Content that truly works follows these essential principles you can use as a checklist to track your performance:
It engages because it connects emotionally. Understanding what they need from you and offering it without even having to ask.
It converts because it generates trust. Sharing valuable insights and solutions unique to their problems.
It educates because it delivers clear, practical value. Giving unique tips and offering in-depth content that doesn’t leave any stone unturned.
It inspires because it taps shared aspirations. Sharing personal stories of successes and failures.
It sticks because it tells a memorable story. Using storytelling and creative writing techniques.
It spreads because it invites conversation and sharing. Asking questions and prompting thought-provoking questions.
It performs because it drives measurable business impact. Because consumers connect with brands that strike emotional resonance.
It compels action because it offers a clear next step. Urging them to keep reading, to reach out or to discover something new they didn’t know you offered.
How to truly understand your audience and offer them valuable content they’ll want to read and engage with
We’ve outlined how to take that extra step to make your content connect with your audience and perform correctly (who, we assure you, is just as eager to find useful content as you are to provide it!).
Get to know them
Start by identifying your target persona: Who are they? What problems do they need solved? Go beyond surface demographics into behaviours and pain points. Research their content consumption habits, preferred channels, and the questions they ask when evaluating your product or service.
Crucially, understand why your audience seeks your content. Are they trying to learn a new skill? Make a buying decision? Solve a pressing problem? Tailor your content to deliver that value.
👉 Tip: One of our favourite frameworks for audience insight is the Jobs to Be Done. Instead of just a persona, define what “job” your audience hires your content to do (e.g., “Help me choose the right project management software” or “Teach me how to improve my SEO”). This focuses your content on solving the exact task the user needs, making it immediately more effective.
Gather unique data
Instead of relying on assumptions, gather data-driven insights. Dive into your website analytics, social media comments, and customer surveys for recurring themes. Use tools like BuzzSumo or AnswerThePublic to discover what questions your audience is asking online.
Study their language
Social listening on platforms or communities (LinkedIn groups, Reddit, industry forums) can reveal trending topics and what your customers care about. This research allows you to dive deep into your user’s language and learn the words they use (which might not be the same ones your company uses internally), making the biggest difference in the way you communicate with them.
Find out where they are
Targeting the right channels means your content appears where your audience already spends time instead of draining resources on platforms they ignore.
Check referral analytics, ask recent customers how they first found you, and track the forums, social groups, and newsletters they mention. If the data shows your buyers are active in a niche Slack community and on LinkedIn, focus there—ditch or downsize the Instagram push. Limit initial efforts to one or two proven channels, adjust your format and tone to fit each, and you’ll reach the right readers with far less wasted effort.
How to write content that works
Make it about them, not about what you want to sell
Readers come to fix something painful or pursue a goal. If it's too commercial, they'll leave. Find the overlap between what you know best and what they care about most, and write there.
👉 Tip: “The reader is stuck with [blank] because [blank]; after reading, they’ll be able to [blank].” If you can’t fill the blanks, you don’t have a topic.
→ Example: ❌ “Introducing our new CRM dashboard” vs ✅ “How to cut weekly reporting time from two hours to twenty minutes.”
Say something real—even if it divides the room
Honesty is memorable; it connects. Humanise your content and share both your wisdom and your failures. Back your stance with data or a candid story so readers feel they’re getting the inside scoop.
→ Example: "We thought the product would sell itself. It didn’t. No one signed up. The real issue? We couldn’t explain our value clearly. So we stopped everything and spent resources on establishing a proper strategy. Painful—but necessary. And that's when we started to see results"
These vulnerable, specific moments do more than humanise your content; they transform abstract advice into concrete wisdom that readers can actually apply to their own challenges.
Show, don’t tell
Specifics beat fluff every time. Replace buzzwords with screenshots, before-after stats, scripts, or templates readers can steal.
Make your reader feel like an active participant, not just a passive consumer. It shows you respect their intelligence, inviting them to connect the dots, draw conclusions, and stay mentally engaged. By meeting them halfway, you’re not just informing them—you’re involving them.
👉 Tip: Land somewhere in the middle. An article filled with “tells” results in blocks of text packed with information but without breaks. “Show” articles can be visually pleasing and direct, but they can end up lacking in substance. Blend both: offer enough substance to teach and enough space for the reader to come to their own conclusions.
Adapt your tone by platform
The core voice of your brand stays the same, but the delivery should reflect each channel’s norms:
Long-form blog posts can go deep and authoritative
LinkedIn expects concise insights with a professional yet conversational touch
X (formerly Twitter) rewards punchy lines and quick takeaways
Instagram or TikTok rely on visual cues and informal captions
Email works best when it feels one-to-one and action-oriented
👉 Tip: Before you publish, ask whether the length, formality, and format match how people consume content in that space—if not, adjust. Aligning tone with platform habits makes your message feel native instead of forced, increasing both engagement and trust.
Design for skim-then-stay reading
Most visitors decide in seconds whether to commit or leave. Help them see instant value, then reward the ones who dig deeper.
Follow this formula:
Front-load the win. Put the key promise or payoff in the first 50 words so scanners know it’s worth scrolling.
Use visual anchors. Sub-heads, pull quotes, and call-out boxes act like rest stops that keep momentum moving.
Layer depth. Offer a quick takeaway (bullet or graphic) followed by the “for nerds” detail. Casual readers get the gist; serious readers get the full playbook.
Two-second test. Collapse your page to just headings and bold text—can someone still understand the flow? If not, reorganise until they can.
→ Example: Instead of a dense 800-word block on email onboarding, break it into: “Why Your Welcome Sequence Leaks Revenue,” “Fix in Five Steps,” and “Advanced Tweaks.” Readers can bail after the fix or keep going for the deep dive. Either way, they leave smarter.
Conclusion: make your content worth your audience’s time
Remember, every time someone engages with your content, they are giving you something truly valuable: their time and attention. Make that exchange valuable for them, too, by delivering content that exceeds their expectations and publishing with meaning behind every word.
Because if your content doesn’t connect, it might as well have never been published.
So, dive deeper than surface-level ideation with audience research, speak their language—not just marketing jargon—and focus more on solving their problems than pushing out your product. And, most importantly, say something human that resonates with them.
When you shift your mindset from “What should I publish today?” to “How can we help our readers?” you’ll create that connection you’ve been looking for.
Want a custom playbook to take your content to the next level? Send us an email at hello@bobsagecy.com!
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