My top 20 questions about creating content

Creating content can be both exciting and overwhelming, especially when you feel like you’re constantly chasing the next post, video, or blog. Whether you’re a solo business owner or managing a team, cracking the content code can push you ahead of your competition. Here are my top 20 questions about content creation, answered with clear, actionable advice that helps you move past any roadblocks and keep growing your brand.

1. Why is content still important?

We live in an age of constant consumption—whether it’s articles, videos, or social media updates. While it may feel like there’s already too much content out there, the truth is that content is still one of the most effective ways to build trust at scale. However, content alone doesn’t convert. It’s the content that educates, solves a problem, and builds relationships that drives business growth.

Action point: Look at your content through the lens of your audience’s needs. Is it helping them solve a problem? If not, revise your content to focus on delivering value and addressing real-world challenges.

2. How do I figure out what my audience wants?

This can feel like the million-dollar question. The key is to get as specific as possible. Most content fails because it’s too broad. If you don’t know what’s on your audience’s mind, you’re guessing. Start by speaking to your customers or diving into forums and social media to find the real problems they’re discussing.

Action point: Schedule 30 minutes this week to speak to a few clients or prospects. Ask them what they’re currently struggling with and what solutions they’re actively looking for.

3. What’s the secret to viral content?

Viral content taps into universal emotions—whether it’s humour, awe, or empathy. While it’s tempting to chase viral hits, remember that virality often brings exposure, not necessarily leads. The trick is to balance viral potential with relevance to your audience. Aim for content that’s not just shareable, but meaningful to your specific niche.

Action point: Identify three emotions that resonate with your audience (e.g., frustration, excitement, hope). Create content that taps into these emotions with a clear, actionable message.

4. Can you explain a simple content strategy?

Content strategy can be boiled down to this: set clear goals and create content that aligns with them. Whether it’s building awareness, driving engagement, or generating leads, you need to know what you want your content to achieve. From there, map your content to those goals—e.g., educational posts for credibility, case studies for conversions.

Action point: Write down three primary goals for your content (e.g., awareness, trust-building, or lead generation). Match each piece of content you create to one of these goals.

5. What content tools should I use?

Don’t get bogged down with shiny new tools. Stick to what simplifies your workflow. For example:

• Canva for quick graphics.
• ChatGPT for writing help and brainstorming.
• Riverside for recording podcasts or videos.
• Opus Clip for turning long videos into short, digestible clips.

Action point: Identify the content creation steps that take up the most time and find one tool to simplify or automate that process.

6. How do I stay consistent without burning out?

Consistency is key to content success, but it can also lead to burnout if you’re always creating from scratch. The solution? Repurposing. Start with a large piece of content (like a podcast or blog), then break it down into smaller chunks across multiple platforms.

Action point: Take a recent long-form piece of content you’ve created and repurpose it into three smaller pieces—e.g., turn a podcast into a blog post, a few tweets, and an Instagram post.

7. What can I do when I can’t come up with ideas?

Every content creator hits a wall sometimes. The fastest way to spark new ideas is by consuming content yourself—articles, podcasts, videos. The goal isn’t to copy but to find new angles, disagree with others, or expand on ideas.

Action point: Spend 20 minutes a day consuming content from industry leaders. Note down three to five new content ideas that you could explore based on what you’ve read or watched.

8. What’s the quickest way to improve my content’s SEO?

SEO doesn’t have to be a mystery. The simplest way to improve your content’s searchability is to answer specific questions that people are already searching for. Look up common queries in your niche and use those keywords naturally in your content.

Action point: Head to Google and type in a question related to your industry. Check out the suggested "People also ask" section—those are prime topics for your next piece of content.

9. Should I focus on high-quality content or post more frequently?

It’s a false choice. You need both, but here’s the truth: consistency breeds quality. The more you post, the more you refine your voice and your process. Don’t hold back waiting for the perfect piece of content. Let your audience’s engagement guide what works and what doesn’t.

Action point: Commit to posting three times a week for the next two months. Review your engagement stats and see which topics resonate most.

10. Is video the best type of content?

Video is incredibly versatile. It works well on all platforms, from YouTube to Instagram. The beauty of video is that you can repurpose it—use the audio for a podcast, create transcripts for blogs, and chop it into smaller clips for social media.

Action point: Create one long-form video (or even record a podcast) and repurpose it into multiple formats: blog, social posts, and short clips.

11. What’s the most common content mistake small businesses make?

One of the biggest mistakes is either not promoting your products at all or promoting them too much. You need a balance. Educate and provide value with your content first, then weave in subtle promotions that help your audience see how your product or service solves their problems.

Action point: Review your last 10 pieces of content. If they’re all promotional or none of them are, adjust your strategy by adding more educational or value-based posts.

12. How can I repurpose content without feeling like I’m repeating myself?

Repurposing is about delivering the same message in different formats and depths. Your audience won’t notice or care if you discuss the same topic from various angles—most won’t even remember what you posted last week.

Action point: Take one core idea and turn it into a blog post, a series of social media tips, a short video, and a deeper dive email newsletter.

13. How do I know if my content is driving sales?

Tracking leads is the best way to know if your content is moving the needle. However, not all content is designed to close sales. Measure success based on the type of content—some should build awareness, some should engage, and others should convert.

Action point: Add a specific call-to-action in your next post and track how many people click through or engage. Adjust your content mix based on what’s driving the most conversions

14. Why does storytelling matter in content creation?

People don’t just want information—they want stories that connect with their experiences and emotions. Storytelling helps you communicate a message in a way that resonates and sticks with your audience.

Action point: Think of a customer success story or personal experience. Share it in your next piece of content, focusing on the challenge, solution, and outcome

15. What should I do when I feel stuck or uninspired?

Step away from the screen. Doing something unrelated—like going for a walk or listening to music—often helps reset your creative mind. Some of your best ideas will come when you’re not actively trying to create.

Action point: When you’re feeling stuck, take a break and note any new ideas that pop into your head while you're away from your desk

16. Can I create a realistic content calendar?

Absolutely. The key is to be realistic about your capacity. Start with a manageable number of posts per week (e.g., three) and focus on consistent themes. For example, Monday can be for quick tips, Wednesday for client stories, and Friday for promotional content.

Action point: Set a content schedule with specific themes for each day you plan to post. Stick to it for a month and evaluate what works

17. How do I stay on top of trends without losing my brand’s focus?

Jumping on trends is fine as long as you tie them back to your core message. If a trending topic doesn’t align with your brand or your audience’s interests, skip it. Trends should enhance your content, not distract from it.

Action point: Identify one trending topic that could tie into your brand’s message. Create a piece of content around it that still speaks to your audience’s needs.

18. How can I make my content feel more authentic?

Authenticity is about speaking naturally. Don’t over-polish your content to the point where it feels forced. Write or speak the way you would in a conversation. Your audience will appreciate the realness.

Action point: Next time you write a post, imagine you’re speaking directly to a client or friend. Keep the tone conversational and straightforward.

19. How do I use current events without seeming opportunistic?

It’s tricky but possible. The key is to approach current events with care. Don’t exploit sensitive topics—instead, look for ways to tie the event back to your audience’s interests and needs without being tone-deaf.

Action point: Find a current event or trending topic that genuinely aligns with your brand. Use it to create a piece of content that adds value or insight for your audience.

20. What key metrics should I track to know if my content is working?

The metrics you track depend on your goals. For awareness, look at impressions and reach. For engagement, track likes, comments, and shares. For conversions, measure clicks, sign-ups, or purchases.

Action point: Review your analytics for the last month. Identify which posts drove the most engagement or conversions, and adjust your future content accordingly.

Content creation doesn’t have to be overwhelming. Whether you’re trying to generate leads, build credibility, or just get your message out there, the key is consistency and focus. Stick to your strategy, track your progress, and adjust as needed. Keep creating, and the results will come.