Make Content That Customers Remember
Why More Posts May Not Help
In Accra, a young business owner scrolls through posts from competitors. They post every day, so she feels she must do the same. She keeps sharing, but engagement and sales remain flat. Posting more can take time away from the business without making the brand easier to remember. A better plan starts with what customers want to know.
The More-Is-Better Mistake
Some founders believe they need to post as often as possible on every platform. They copy trends and competitors, hoping one post will take off. But people have limited time and skip content that does not matter to them. Focus on being useful and memorable, not just visible.
What Research Tells Us
Research from the Ehrenberg-Bass Institute says growing brands need to be easy to remember and easy to buy. Your content can help people recall your brand when they have a need. Use a clear message and familiar brand details. The aim is to reach people who may buy, not only those who already follow you.
Research on how people process information shows that confusing content is harder to remember. Keep each post focused on one idea. Use plain words and make the next step clear. This respects people’s time and makes your message easier to follow.
The true measure of content effectiveness is not how much is produced, but how profoundly it resonates and is remembered by the audience.
Start With the Customer’s Need
The Jobs-to-be-Done idea asks what customers are trying to do in a certain situation. They may have a practical task, a feeling they want or a way they want to be seen. Learning about these needs can help a brand make better products and more useful content.
Write about how your product helps customers reach a result. Instead of only naming its features, share tips and stories that answer a question or solve a problem. Listen to the words customers use to describe their needs. This helps your content sound relevant, not like a sales pitch.
A Coffee Brand Changed Its Message
A small coffee brand sold ethically sourced beans from Nairobi to busy customers in London. At first, its content focused on where the beans came from and how they tasted. Coffee fans liked the detail, but busy customers wanted quick ideas for their daily routine.
The founder began sharing short brewing tips, simple morning routines and stories about how ethical sourcing helps farming communities. Customers could see how the coffee fit their lives and values. The brand then attracted more subscribers among the busy professionals it wanted to reach.
Understanding the 'job' your customer is trying to get done unlocks a new level of relevance for your brand's content.
Three Common Mistakes
Some brands talk about their product before explaining what problem it solves. Others copy competitors instead of listening to customers, or list features without showing the result. Explain why your offer matters, learn what customers need and show how your product can help.
Put It Into Practice
Talk to customers about what was happening when they started looking for a product like yours. Ask what they were trying to do, what got in their way and what a good result would look like. Use their answers to find useful topics for posts, articles or emails.
Check your existing posts. Does each one answer a customer question or help them take a step? Update posts that are mostly product features. Add clear examples, tips or instructions that connect the product to a real need.
What Comes Next
There will be more content and more competition for people’s attention. Brands that understand their customers can share useful ideas that stand out. Those that post only to keep up may get lost in the crowd. Choose relevance over volume. Keep learning what customers need and make content that helps. A clear idea can do more than a large number of posts without a plan.