Create content that cuts through to your audience

If your content feels fuzzy, it’s probably because of this.

It’s easy to fall into the trap of describing what your product or service does, listing features and buzzwords without anchoring anything to the actual pain point your target audience experiences.

Cue: Eyes glazing over and... bounce. 🏀

This week's 1% Startup Marketing Challenge is to bring your content back to a strong foundation. Here's how:

⌚️ Set your timer to 5 mins and, without overthinking it, write down the single most important problem your product/service solves.

Not your vision. Not your features and benefits. Just the core problem, captured in the kind of language your customer would actually use.

⌚️ Next, in 20 mins sketch as many content ideas as you can that relate to that problem, like:

💫 An article that explores the problem in depth: why it exists, who it affects, and what’s at stake.

💫 A post that offers insight: a way of thinking about the problem that your audience might not have considered.

💫 A post that tells a story: something human and specific that makes the problem real (maybe about your own experience with it).

💫 A quote or piece of proof: from a customer, user or data point that shows your product is already helping.

This approach doesn’t require a new campaign or a brand refresh, it just gives your content a centre of gravity.

And when you’re working with limited time or team capacity, that kind of focus makes a noticeable difference.