The buying process starts on the buyer's terms – and often on Google
Whether we’re looking for a product, service, or just more info – we start by Googling.
We check websites, read blog posts, and ask for recommendations on social media.
In other words: the buyer is in charge.
That’s why it’s critical to:
- Show up where your audience is looking
- Answer their questions
- Offer something valuable
And that’s exactly what content marketing is all about.
What is content marketing, really?
Content marketing means creating and sharing content that’s genuinely useful to your audience. It’s not about selling. It’s about helping.
If you want your content to actually work, there are three simple rules to follow:
3 things to keep in mind when writing content
1. Solve real problems. Your content should address your audience’s needs, pain points, and interests.
2. Make it easy to read. Structure and tone matter. If your content isn’t engaging, it won’t get read.
3. Make sure it gets found. Optimize for search engines and share it where your audience spends time.
If you can check all three boxes, you’re on the right track.
Not only will your content reach the right people, it will also help:
- Build trust
- Position your brand
- Increase the chances buyers choose you over competitors
So, how do you write the content that your audience actually wants?
Write about what matters to them
If your content isn’t relevant to your audience, it simply won’t get read. Focus on topics that inspire, educate, or solve a problem.
The more value you give, the more likely they are to stick around – and come back for more.
Don’t write like an ad
Today’s buyers meet your business earlier than ever – often online, long before a sales conversation.
That means your content shouldn’t try to sell right away. In fact, most people scroll away the second it sounds like a sales pitch.
Instead, share your expertise. Be helpful. Build trust.
The sale will come later.
Make it engaging – and well-written
Sloppy writing can do more harm than good. It makes content hard to follow, erodes trust, and reflects poorly on your brand.
Make sure your writing is clear, correct, and compelling.
Good grammar and a strong message go a long way.
Speak clearly – even to experts
Think your audience wants jargon because they’re tech-savvy? Think again.
Even advanced readers prefer writing that’s simple and easy to digest. So keep it clear, cut the fluff, and focus on clarity.
Be credible
Credibility builds trust. Make sure your content is:
- Fact-based
- Backed by research, surveys, or expert input
- Signed by a real author
And don’t forget to link to your sources when appropriate. Transparency matters.
Support your business – without overselling
Your content should serve your audience – but it should also support your business goals.
The sweet spot?
Content that’s helpful, relevant, and aligned with your brand – without making it all about you.
If done right, your content will:
- Build awareness
- Establish authority
- Generate leads over time
Want rank higher on Google – and earn your audience's trust?
At Skapa, we help businesses create content that’s strategic, relevant, and designed to connect with the right people.
We’ll help you:
- Craft a content strategy that works
- Produce quality content that delivers
- Reach the audience that matters most
That’s us
Now we're curious about you.
What do your business needs look like, and what can we do to help? We look forward to hearing from you!