How to Create Relatable Content That Your Audience Actually Wants

Have you ever found yourself saying these things?

"I don't know what to post to get noticed."

"I feel like people never see my posts."

"I don't want to jump on trends just to be relevant."

I get it! I promise.

So many clients come to me saying these exact things, feeling stuck and frustrated with their social media.

Why Most People Struggle with Creating Relatable Content

Here's what I've discovered after working with dozens of clients:

Most of the time, they're struggling with content creation, not because they don't know what they're doing, but because they want to share everything they know all at once.

They don't know how to break down their expertise into smaller, easier-to-digest pieces that actually resonate with their audience.

And these roadblocks are very real when it comes to connecting with your audience and building your tribe.

Sound familiar?

You've got brilliant ideas. You know your stuff. But when it comes time to actually create content? You freeze. You overthink. You end up posting nothing or posting something that doesn't quite land.

What Happens When You Create Relatable Content That Connects

But you KNOW when you overcome these roadblocks, magic can happen. Magic like:

✔ Receiving service/product enquiries and booking more discovery calls

Your DMs start filling up with "I've been watching your content and I think you can help me..."

✔ Getting qualified leads from your posts

People who are actually interested in what you offer, not just random followers.

✔ Making social media so much more bearable as it starts getting you results

Suddenly, posting doesn't feel like shouting into the void. You're having real conversations. Building real relationships. Making real sales.

That's the transformation we're after.

The Secret to Relatable Content: Knowing your audience

Today, I'm sharing my best strategies to help you overcome these roadblocks and achieve these transformations.

The most important thing about being relatable is knowing your audience inside and out.

Not surface-level demographics like "women aged 25-45." I'm talking about really understanding what makes them tick.

To sell to your audience, you need to understand what they want and need. What keeps them up at night? What makes them scroll past your content or stop and engage?

Here's my 3-step framework for creating content that actually resonates:

Step 1: Understand Their Interests

What topics do they enjoy discussing?

This goes beyond your industry. What are they passionate about? What do they talk about with their friends? What are they watching, reading, or listening to?

Then, see if any of these topics align with your service or product. Is there a way you can connect your offerings to these interests?

Real-World Examples:

Fitness Coach for Busy Mums - Your ideal audience are busy mums who barely have time to breathe, let alone hit the gym. They're interested in quick solutions, efficiency, and fitting health into their chaotic schedules.

Position your content as: "5-minute exercises you can do while the kettle boils" or "workouts you can do during CBeebies time."

See how that connects your expertise to their actual life?

Chef Creating Free Recipes for Dog Owners - Your ideal clients are dog owners who love their fur babies and probably share food with them (let's be honest, we all do it)

Create content about: "gourmet dog-friendly meals you can share together" or "easy recipes that are safe for both you and your pup, no more cooking twice."

This shows you understand their world and care about what matters to them.

Action Step:

List 5 interests your ideal audience has. Now brainstorm how you can tie your content to at least 3 of them this week.

Step 2: Identify Their Struggles (Pain Points)

This simply means you need to find out what their pain points are—the things that frustrate them, the problems they're desperately trying to solve.

Once you've figured this out, show how your offerings can solve their problems.

Don't just list features. Highlight the specific issues your services and products address. Get specific. Get real.

Real-World Examples:

Meditation Videos for Single Dads - Your ideal customers are single dads juggling work, kids, and trying to maintain their mental health. They're stressed, overwhelmed, and struggling to find five minutes of peace.

Their pain point? "How do I meditate when my kids are running around like absolute chaos gremlins?"

Create content about: "meditation routines where the kids can join in" or "5-minute mindfulness exercises you can do in the car park before picking up the kids from school"

You're not ignoring their reality. You're working with it.

Pro Tip: The best pain points come directly from your audience.

Look at:

• Comments on your posts

• DMs you receive

• Questions people ask you

• Reviews of competitors

• Conversations in relevant Facebook groups

Document these. These are GOLD for content creation.

Action Step:

Make a list of your audience's top 3 pain points. For each one, create content that either solves the problem or shows empathy and understanding.

Step 3: Determine Their Values

Ask yourself: "What do they care about?"

Not what you think they should care about. What do they actually value?

Think about the values you share with your ideal customers and show them that you have those same values. This is how you find your tribe.

When people feel like you "get them" on a values level, they don't just follow you. They become loyal advocates for your brand.

Real-World Examples:

Sports Fan Creating Business Content - If you're a sports fan and you think you can connect with other sports fans out there, you can relate your content to sports.

Use sports metaphors: "Building a business is like training for a marathon, not sprinting a 100m"

Use sports jargon they'll understand: "That client win? Absolutely banging goal! Top bins!"

Reference current sports events: "Just like England's performance last night, sometimes your content strategy needs a complete formation change."

This creates an instant connection with people who share that passion.

Finding Shared Values:

Common values your audience might care about:

• Authenticity (they're tired of fake "perfect" lives)

• Sustainability (they want to support eco-friendly businesses)

• Community (they value connection over competition)

• Honesty (they appreciate transparency, even about struggles)

• Work-life balance (they're not about hustle culture)

Show these values in your content, not just your bio.

If you value authenticity, share behind-the-scenes content. Show the messy reality, not just the highlight reel.

If you value community, create content that encourages conversation. Ask questions. Share other people's wins.

Action Step:

Identify your top 3 values. Now audit your last 10 posts. Are these values evident? If not, plan content that clearly demonstrates what you stand for.

Bringing It All Together: Creating Content That Connects

Now you've got the framework:

1. Interests - What they enjoy

2. Struggles - What they need solving

3. Values - What they care about

Every piece of content you create should tick at least one of these boxes. Ideally, your best content will touch on all three.

Content Creation Checklist:

Before you post, ask yourself:

✅ Does this align with my audience's interests?

✅ Does this address one of their pain points?

✅ Does this reflect shared values?

✅ Would this make my ideal customer feel seen and understood?

If you can't answer "yes" to at least one of these, it might be time to rethink that content.

From Overwhelmed to Converting: Your Next Steps

I hope these strategies inspire you to create more relatable content and genuinely connect with your audience.

Remember: Creating relatable content isn't about being everything to everyone. It's about being exactly what your ideal audience needs.

Ready to Put This into Action?

Option 1: DIY with Confidence

Use this framework to audit your content strategy and start creating posts that actually resonate.

Option 2: Get Expert Support

Feeling overwhelmed? Our social media management packages include content strategy tailored specifically to your audience.

Explore our services

Got Questions? I'm Here to Help

If you have any questions about creating relatable content, I'd genuinely love to hear from you.

Is there another roadblock you're experiencing? Drop me a message. Your questions really do make my day, and I'm here to help you succeed.

Get in touch