When You’re Not Sure What Content Your Audience Wants
Let’s be real for a second: creating content can feel like shouting into the void.
You post something on Instagram that you thought was gold… and crickets.
You send out an email you spent way too long writing… and only your mom opens it.
You write a blog post you’re actually proud of… and you’re not sure if anyone made it past the first paragraph.
Sound familiar?
We hear it from business owners all the time—smart, passionate people who are putting content out into the world but aren’t sure if it’s landing. And when you don’t know what’s resonating, it’s really hard to keep showing up.
Why You’re Unsure About What Content Works
If you’re feeling uncertain, you’re not doing anything wrong—you’re just too close to it.
Most business owners fall into one (or both) of these patterns:
You’re too close to your own business: You know so much about your industry and your offers that you forget what it’s like to see things through your audience’s eyes.
You’re guessing instead of guiding: Without a strategy or data to guide your content, every post or email starts to feel like a shot in the dark.
And when you’re trying to keep up with 17 different platforms, content can easily become more about checking a box than connecting with people.
If that’s where you’re at, take a beat and revisit how to build a content strategy that supports your business goals. Sometimes all it takes is a clear direction to change the game.
What Happens When You Create Without a Strategy
Let’s talk about what happens when content creation becomes guesswork:
You waste time spinning your wheels
You post inconsistently because you're discouraged
Your messaging starts to feel scattered
You burn out from doing “all the things” with no results
You miss the opportunity to really connect with the people who need what you offer
And here's the big one: when you’re not sure what’s working, you lose confidence. And confidence is the fuel for consistent, clear, and effective content.
If you’re stuck in that cycle, you might want to explore what to post on social media when you have no idea what to post—it’s full of practical prompts and ideas to help you take action without overthinking it.
How to Know What Content Your Audience Actually Wants
You don’t need to read minds—you just need to listen better. Here are a few ways to tune in:
1. Look at your past performance
Go back and review your top-performing posts, emails, or blogs. What did people engage with? What got replies, shares, or link clicks? Patterns tell stories.
If you’re not sure where to start, try this step-by-step guide to conducting a content audit. It’s an easy way to see what’s working—and what can be repurposed or refreshed.
2. Ask your audience directly
Use Instagram polls, Q&A boxes, email surveys, or good old-fashioned conversations to ask people what they want more of. It’s quick insight—and it makes people feel seen.
3. Pay attention to the questions you get
If your DMs, inbox, or client calls include the same questions over and over again, that’s your content roadmap. Create resources that answer them.
4. Check your website data
Tools like Google Analytics can show you what pages are most visited, how long people stay, and where they bounce. That data can help you shape content that matters.
5. Repurpose what’s already working
If something resonated once, give it new life. Turn a popular blog into a carousel post. Rework a high-performing email into a video script. You don’t need to reinvent the wheel—just keep it moving.
Tips for Creating Content That Connects
Once you start paying attention to what works, it’s time to build your content with more intention. Here are some guiding tips:
Use content pillars: These are 3–5 core themes that anchor your messaging and give your audience consistency.
Create a content calendar: Planning ahead helps you post with purpose instead of panic.
Be realistic: You don’t need to be everywhere, all the time. Choose platforms that make sense for your audience and business goals.
Lead with value: Before you hit “post,” ask yourself: What does this help my audience do, understand, or feel?
If you’re struggling to stay consistent, this 3-step email plan is a great example of how to simplify without losing momentum.
And if your content lives across multiple platforms, don’t miss our breakdown of best practices for each social media platform to help you show up where it matters most.
Final Thoughts: From Guesswork to Clarity
If you’re not totally sure what’s working, that’s okay. The fact that you’re asking the question means you’re ready to level up.
Clarity doesn’t come from more posting—it comes from more purpose.
So take a breath. Step back. And start creating content with strategy instead of stress. That’s when things start to click—not just for your audience, but for you too.