Content Writing

Helping buyers build enough confidence to feel comfortable choosing you

“We start with good intentions. Then it all quietly fizzles out.”

That’s how most people describe their content.

You post for a bit. You try a few ideas. You even get the odd like or comment.

Then real work gets in the way, inspiration dries up, and posting slips further down the list until it quietly disappears altogether.

It’s rarely because you don’t care.

It’s usually because content feels harder than it should and you’re not convinced it’s doing anything useful anyway.

So it becomes optional. And optional things don’t survive busy weeks.

What's the point of content?

Content isn’t about staying visible or proving you’re active.

It exists to help a potential buyer feel more certain about dealing with you.

That certainty comes from seeing that:

✅ You understand their situation

✅ You’ve thought about the problems they’re dealing with

✅ You can explain things clearly without overselling

When content does that well, buyers arrive warmer, more informed, and easier to talk to. They're almost ready to buy and your sales process becomes all about closing rather than explaining.

When it doesn’t, content becomes noise. Something you feel you should do, but can’t justify the effort.

Do any of these sound familiar?

Understanding that content has a definite purpose is the first step to writing it well.

If you recognise yourself in more than one of those, you’re not alone. They usually come as a set.

“I never really know what to post about.”

“We jump between ideas from different people and nothing sticks.”

“Our posts sound fine, but they don’t seem to lead anywhere.”

“I’m not sure if what we’re sharing is actually helping anyone.”

How I Approach Content Writing

I don’t start with content calendars, posting schedules, or “what the algorithm likes this week”.

I start by getting clear on three things.

What your buyers need to understand

Not everything you know.

Just the parts they need to know to help them decide whether to deal with you.

What questions they’re already asking

Good content answers real uncertainty, not abstract topics.

Your customers have a whole pile of questions they need answering.

What’s worth repeating

What are the core topics you should always talk about?

Evergreen content pillars are the spine of your content strategy.

What changes when your content is done properly?

Sales conversations start further along than they used to.
Buyers arrive with a better grasp of what you do.
Posts connect instead of filling space.
Ideas feel linked rather than random.
You stop feeling like you’re posting “just to post” and start seeing content as part of the sales process, not a separate chore.