You’re running a small business, juggling everything from sales to invoicing, and somewhere in the back of your mind, there’s that nagging thought: 'I should be creating content that actually connects with my customers.' But where do you even begin?
Developing content that resonates with your audience isn’t just about throwing words on a page or scheduling random social media posts. It’s about understanding your customers, speaking their language, and positioning your business as the answer to their problems.
We use a formula to make this happen. We create customer-centric content that’s strategic, simple and speaks directly to your audience. Here’s how we do it, and it’s not as complicated as navigating a conversation at your local when the Wi-Fi goes down.
Imagine walking into a room full of strangers yelling 'I'm here!!!' and walking out again. Awkward, right? That’s what it’s like when businesses create content without understanding who they’re talking to. Before we even start writing, we make it our mission to get to know your customers inside out, like a surgeon in theatre.
We start by building detailed customer avatars - fictional profiles that represent your ideal customers. We’re not just talking about knowing their age and where they live (though that helps). We dig a bit deeper:
For example, if you run a small business offering sustainable products, we’ll focus on the values your audience holds, like sustainability, quality, and ethical choices. You’ll get content that feels like it was written just for them, because it is.
We follow the principle that we should think like the customer, not like the business. The key to creating content that resonates isn’t guesswork, it’s listening. Just like when your Nan gives you a cuppa and a life lesson, you sit up and take note. We do the same for your customers, paying attention to their questions, struggles, and needs.
To figure out what your audience really wants, we do our homework:
By understanding what your audience is actively seeking, you’ll get content that’s relevant, timely, and hits the right note, like spotting a Yellow Pages advert just when you need a book on fly fishing.
The best stories aren’t about the storyteller; they’re about the hero of the story. In this case, your customer is that hero. We use the StoryBrand framework to position your business as the guide that helps your customer overcome their challenges and reach success.
We shape your content around your customer’s journey:
Let’s say you run a café. Instead of shouting about your 'the world's best coffee!' we’ll focus on how your café offers a peaceful escape for busy professionals. It’s not just about the coffee; it’s about the experience. You’ll get messaging that makes your customers feel like they’ve finally found the solution to their daily stress, and it’s sitting right there in their takeaway cup.
Ever read something and thought, 'What on earth does that mean?' We don’t want your customers feeling like that. Clear, simple language is the foundation of great content, and we avoid unnecessary jargon like the plague. Instead, we write in the way your customers speak—whether it’s casual, professional, or somewhere in between.
We tailor the tone of voice to fit your audience. If you’re speaking to small business owners stressed about finances, we’ll use language that reassures and simplifies complex issues. If you’re targeting eco-conscious consumers, we’ll focus on what they care about without getting bogged down in technical terms.
Like the classic 'Keep Calm and Carry On' mentality, you’ll get content that’s calm, clear, and cuts through the noise.
Creating content isn’t a one-off task. Just like your daily cuppa needs consistency (builders’ tea, no sugar, thank you), your content needs to show up regularly. We make sure your audience doesn’t forget about you by developing a content calendar that keeps you on their radar, without overwhelming them.
We create a plan that balances quality and frequency. We don’t just throw out daily posts for the sake of it; we focus on delivering consistent, valuable content. Whether it’s blogs, social posts, or email newsletters, you’ll get a steady stream of content that builds trust and keeps the conversation going.
Once your content is live, we don’t just sit back with a cuppa and hope for the best. We track how it’s performing, what’s getting clicks, what’s sparking conversation, and what’s falling flat. This allows us to refine and adjust the strategy over time.
We’re not here to guess. We use real data to make sure your content is working. If a certain post style is getting more engagement, we’ll do more of that. If something’s not quite right, we tweak it. You’ll get a content strategy that evolves based on what actually works for your audience.
At the end of the day, your customers want to feel understood. They want content that speaks to their needs, solves their problems, and makes their lives easier. And that’s exactly what we help you create at Simple Story Marketing.
We develop content that isn’t about shouting into the void or ticking a box, it’s about making meaningful connections with your audience. You’ll get customer-centric content that hits the mark every time, helping your business grow without the guesswork.
Schedule a call today to see how we can help you clarify your message and connect with your customers.
P.S. If you want to make 7 simple changes to your website content so it makes the customer the hero visit the homepage and download the free PDF.
