When it comes to creating content that truly resonates, my best tip is simple: know your audience better than they know themselves. I've always found that content performs best when it speaks directly to the challenges, aspirations, and interests of your target audience — not just what you think they should know.
For me, this begins with research. I analyse search data, forums, and social media to understand how people discuss their problems. Then, I create content that answers these questions clearly, actionably, and sometimes unexpectedly.
A practical example: In one campaign for a SaaS client, instead of creating generic "how-to" blog posts, we mapped out the real questions their users had — things like "How do I reduce my monthly churn without increasing workload?" Then, we created a series of step-by-step guides, case studies, and short videos addressing these questions. The result? Engagement shot up, and the content became a resource people kept coming back to, sharing, and linking to — all of which helped SEO too.
My key takeaway is that focus on solving real problems, use the audience's language, and present it in a format they enjoy. That's what creates content that sticks.
