Let me guess what your content creation process looks like:
You set a goal that you’re going to post daily on social so you can grow your audience.
So every day, you open Instagram, stare at the blank screen, and think, “What should I post today?”
You throw something together. Maybe it’s a tip you’ve shared before. Maybe it’s a quote graphic. Maybe it’s a behind-the-scenes story.
You hit post. You feel productive. You checked the box for the day.
But here’s the problem: You’re creating content to feed the algorithm, not to attract clients.
And there’s a huge difference between staying busy and being profitable.
The Spaghetti Strategy (And Why It’s Not Working)
Most people are throwing spaghetti against the wall and hoping it sticks.
One day they post about mindset. The next day it’s a Reel about their morning routine. Then a carousel about productivity tips.
There’s no strategy. No intention. No clear message about who they help or how.
And when nothing converts? They think they just need to post more.
So they keep throwing spaghetti. Keep checking boxes. Keep feeling busy.
But their bank account stays the same.
Here’s what’s actually broken: You’re creating content before you understand what your audience actually needs to hear before they can become a client.
What Intentional Content Actually Means
When I tell people they need to create “intentional content,” they light up.
Because deep down, they know random posting isn’t working. They just don’t know what to do instead.
Here’s what intentional content actually means:
It means you’ve paused long enough to do real market research.
This is the boring non-sexy side that nobody talks about but will actually get you paid. Not just guessing what your audience wants. Not just posting what you think will go viral.
Actually researching what your ideal clients are struggling with, what language they use, and what would make them stop scrolling and want to take action.
How to Do Market Research (Even If You Don’t Have an Audience Yet)
There are two paths here depending on where you are in your business:
Path #1: You Have Followers (But They’re Not Buying)
If you already have an audience, the fastest way to create content that converts is to ask them what they need.
Yes, you already know what they need but the trick is to speak to what THEY think they need first.
A lot of times, people aren’t ready to hear what will really move the needle for them (so save the advanced stuff for your paying clients who are invested in their full transformation).
Here’s how:
- Interview your followers directly. When someone new follows you, send them a DM: “Hey! Thanks for following. I’m all about creating content that helps my community best. Are there any specific topics you’d love to see content around?” (The key is sharing what’s in it for them if they tell you. It’s about you creating better content for them based on what they share with you)
- Use polls, but follow up with DMs. Polls are great for quick feedback, but the real gold is in the conversations. When someone votes on a poll, DM them and ask them to elaborate. Get their exact words. And tell them how their feedback helps you create more aligned content for them (again, always lead back to how this helps them).
- Pay attention to the language they use. This is EVERYTHING. Your audience isn’t using expert-level terminology. They’re using everyday language to describe their problems.
If you’re a marketing strategist and they say “I don’t know what to post,” don’t turn that into “lacking a content strategy framework.” Use their exact words in your content.
When you do this, something magical happens: People read your content and think, “This person is reading my mind.”
That’s not magic. That’s market research.
Path #2: You Don’t Have an Audience Yet
If you’re starting from scratch or your current followers aren’t your ideal clients, you need to go where your ideal clients already are.
Here’s where to look:
- Reddit threads. Search for topics related to what you help with. Read through the threads. Pay attention to how people describe their problems, what they’ve already tried, and what they’re frustrated about.
- Amazon book reviews. Find books in your niche and read the 3-star reviews. People are brutally honest about what they wished the book covered or what didn’t work for them. That’s content gold.
- Facebook groups. Join groups where your ideal clients hang out. Read the posts. See what questions come up over and over. Notice the language they use.
- YouTube comments. Find videos related to your topic and read the comments. People will literally tell you what they need more help with.
The goal isn’t to copy what you see. The goal is to understand the real problems your ideal clients are facing and the exact words they use to describe them.
Why This Changes Everything
When you create content based on real market research instead of random ideas, three things happen:
- Your content actually resonates.
You’re not guessing what will land. You’re speaking directly to the problems your ideal clients are already thinking about.
- You attract the right people.
When you use their language and address their specific pain points, the people who need your help will raise their hand.
- Your content converts.
Instead of getting likes from people who will never buy, you start getting DMs from people asking how to work with you.
What This Actually Looks Like
Random Content (Spaghetti Strategy): “5 ways to be more productive”
Intentional Content (Based on Market Research): “If you’re spending 2 hours creating one post and getting zero clients from it, here’s what to do instead”
See the difference?
One is generic advice that could apply to anyone. The other speaks directly to a specific frustration your ideal client is experiencing right now.
Random Content: “Why mindset matters in business”
Intentional Content: “If you keep thinking ‘maybe I’m just not cut out for this’ every time a launch flops, read this”
One is vague and inspirational. The other calls out the exact thought your ideal client has when they’re struggling.
The Shift You Need to Make
Stop creating content to check a box. Start creating content that speaks directly to what your ideal clients are actually dealing with.
Before you create your next piece of content, ask yourself:
- Is this based on what I think sounds good, or what my audience actually needs to hear?
- Am I using language they would use, or expert terminology that goes over their heads? (if you’re not sure, throw your content piece into ChatGPT and ask it to rewrite at a 6th grade reading level with a conversational tone)
- Does this speak to a specific problem they’re actively dealing with right now?
If you can’t answer those questions confidently, pause and do the market research first.
The Bottom Line
You don’t have a content problem. You have a research problem.
And the fix isn’t to post more random content hoping something finally works.
The fix is to pause, do the research, and create content that’s actually designed to attract the people you want to work with.
Because here’s the truth: One piece of intentional content that speaks directly to your ideal client’s pain point will bring in more clients than 90 days of random posting ever will.
This means you can post less AND earn more.
Want help fixing messaging gaps that are costing you high ticket sales? Book a free money leaks audit here and I’ll show you exactly what needs to shift to start attracting ready-to-invest clients.
