It’s easy to get caught up in chasing trends when creating content for your business. We see this so often on social media where one viral post results in a barrage of similar-looking posts filling your feed for weeks, making you feel like you’ve been sucked into a digital version of Groundhog Day. The offline world is also not immune to this (New Year, New You specials anyone?).
Here’s the thing: whether it’s a blog post, a flyer, or a social media video, every piece of content you create should serve a purpose. It’s not about chasing trends or just creating content because you think it would be useful for your customers. The key is to focus on creating content that aligns with the core of your business. This means your content shouldn’t just support your business goals (like when you create content for different stages of the sales funnel). It should also — and this cannot be emphasised enough — focus on the very essence of what you do.
Let’s break this down.
Content That Supports Your Business Goals vs. Content That Supports Your Core
Let’s start by understanding the difference between content that supports your business goals and content that reflects the core of your business.
Content that supports your business goals is designed to help your audience move through the sales funnel. We have spoken about the sales funnel before and you are welcome to have a look at THIS post to read more. Content that falls under this category includes things like product brochures, promotional campaigns, or blog posts that answer specific customer questions to encourage them to take action. For example, if you are an online clothing store, you might create a size guide to help customers choose the right fit. This type of content is usually practical and focused on conversions (i.e., getting your audience to take a desired action).
Content that supports the core of your business, on the other hand, showcases your expertise, your passion, and what makes your business unique. It’s about building trust, connecting with your audience, and showing them what you stand for as a business. For the same clothing store mentioned above, this could mean sharing stories about how your fabrics are sustainably sourced or creating a video series on how to style your clothing for different occasions. This type of content highlights your values and identity as a brand and helps your customers understand what you are an expert in.
While these two types of content serve different purposes, they aren’t always mutually exclusive. In fact, the best-performing content often combines the two. A blog post on “How to Choose the Right Fabric for Summer” can, for example, support the core of your business by showcasing your knowledge of fabrics while also supporting your goals by including product links or tips that guide customers toward making a purchase.
Why Supporting the Core of Your Business Matters
If your content doesn’t reflect what your business is about, you run the risk of confusing your audience. Yes, a health food store could share tips on stretching exercises because it’s loosely tied to wellness, for example. But stretching isn’t the core of a health food business; nutrition is. Sharing related but not core-based content might attract attention, and you might see an increase in engagement, but if your content is not focused on the core of your business, it won’t build credibility or trust in your area of expertise.
When your content stays true to the core of your business, it serves as a clear and consistent reminder of what you do best. This clarity helps your audience understand not just what you offer as a business but also why they should turn to you when they are looking for a solution to their problem.
Think of it this way: every piece of content you create is an opportunity to reinforce what your business stands for. If you’re a health food store like in the example above, focusing on topics like balanced diets, meal planning, or the benefits of specific nutrients makes it clear that you understand your customer’s needs and are committed to helping them optimise their nutrition, which is a core focus of your business. In contrast, if you share unrelated topics, no matter how engaging or trendy these may be, you dilute your message, and you leave your audience wondering what your business is actully about.
Examples of Core-Focused Content
Let’s put this into perspective with some examples:
Business Core: A coffee shop known for its artisanal roasts.
Share tips on how to brew the perfect cup of coffee at home, explain the difference between espresso and drip coffee, or tell stories about the farms where your beans are sourced. Highlighting these areas reinforces your expertise and passion for coffee while giving your customers valuable, relatable information.
Business Core: A landscaping service.
Offer seasonal lawn care tips, create guides to choosing the right plants for your climate, or showcase before-and-after transformations of your clients’ gardens. These examples not only demonstrate your skills but also inspire trust in your ability to deliver quality results.
Business Core: An independent bookstore.
Publish staff picks for the best summer reads, provide practical tips on how to start a book club, or share behind-the-scenes looks at your rare book collection. These ideas strengthen your identity as a bookstore that values community, curation, and a love for literature.
Business Core: A gym specialising in strength training.
Share videos breaking down proper lifting techniques, create meal prep ideas for building muscle, or highlight success stories from clients who’ve achieved their fitness goals with your programs. This type of content positions your gym as the go-to place for strength and fitness expertise.
Business Core: A boutique hotel focusing on luxury experiences.
Share tips for creating a spa-like experience at home, showcase your signature dishes through recipe posts, or write about the local attractions that make your location unique. This reinforces your brand as a provider of premium, memorable stays.
When your content consistently supports your core, it strengthens your connection with your audience and keeps your brand top of mind as the expert in your field.
Stay Focused, Stay Relevant
Remember, creating and sharing your content is a chance to tell your audience what your business stands for and why they should trust you. It’s an opportunity to remind them why they should turn to you when they need help.
So, next time you sit down to create content, ask yourself two questions:
Does this content serve my business effectively (will it help me achieve my business goals)?
Is this content aligned with the core of what my business does best?
If the answer to both questions is yes, you’re on the right track. If not, take a step back and rethink your approach. Staying focused on your core ensures that every piece of content you create strengthens your message, resonates with your audience, and builds trust over time.
Remember, it’s not about producing more content; it’s about creating the right content.
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