Two Things Your Content Must Always Do (If You Want It To Work)

Get these right, or you might just be wasting your time

You click publish on your latest post, video, or social media update. It felt meaningful to write in the moment. But a week goes by, and it’s crickets. No comments. No shares. No sales.

We have all been there — creating content just for the sake of it.

Hoping something will stick, without thinking much about the reader or broader business goals.

It is time to shift that mindset if you want your content to connect and convert. Anything you publish must actively do these two things:

1. Draw Readers Closer By Delivering Targeted Value

“Everything you post should advance your relationship with your reader. If it doesn’t, rewrite it until it does.” — Kieran Drew

Content is meant to attract and serve a specific audience. Too often, authors get caught up in their viewpoints and interests. They forget the fundamentals of empathy and service.

I elaborate on this mistake in the article below

“The Biggest Writing Mistake I See New Writers Make All The Time.

Start by getting crystal clear on who you want to reach. You likely have a core reader avatar already. Outline their challenges, goals, and information needs.

This clarity helps you hone in on topics and angles they genuinely care about.

Next, focus solely on producing value for them. How can this piece help educate, entertain, inspire or otherwise enrich their lives?

Support claims with well-researched facts and leverage your experiences to make advice relatable.

• Share actionable tips and revelations they can apply to progress.
• Weave in strategic questions to spark self-reflection.
• Use visuals and conversational language to make consumption easy and enjoyable.

This value-first approach draws readers into your orbit. They associate you with receiving rewards for their limited time and attention.

Over time, that compounds into a loyal community eager to absorb anything you publish.

2. Advance Your Business Aims

Beyond resonating with readers, effective content also pulls its weight as part of a coordinated brand-building or marketing strategy.

Before writing, consciously decide how this piece aligns with and furthers your brand and revenue goals.

For example:

• An inspirational video that rakes in YouTube ad revenue while showcasing your coaching services.
• An educational article that establishes your thought leadership while converting visitors into email subscribers.
• An emotional photo series on social media that humanizes your brand and drives shop-now clicks.

Ideally, aim to serve audience needs and progress business KPIs simultaneously with each piece of content. But if focusing on one objective at a time initially makes more sense, that still works.

What matters is consciously creating and distributing content with intent and purpose vs. randomly publishing and praying.

Use analytics to gauge what topics, formats and promotion channels achieve the best ROI. Double down on those in future content campaigns.

Wrapping Up

Abide by this duo of essential principles with every single thing you create and put out into the world:

• Lead with extreme audience value. Craft content that quenches their thirst for solutions rather than ego-driven authorship.
• Let strategy steer the ship. Ensure each piece has a role in capturing attention while converting readers into customers.

Follow these guidelines to publish content that profitably serves your audience and goals.

Want more hands-on help transforming your content and your writing generally into a profitable online business? Book a free 15-minute clarity call with me.

I’m here to guide your success.

Related content: “Transform Your Writing in 21 Days With This Writing Challenge”

I hope this helps you. If it did, like this post, leave me a comment (it will encourage me a lot), and repost this so someone else gets to read it (sharing is caring). For more of such valuable content, click the subscribe button.

Till we talk again next week at 2 pm.

Have a fantastic weekend