Creating content for your brand—whether for your website, marketing materials, or social media—can feel like a daunting task. If you're unsure of what to include or leave out, it’s easy to fall into the trap of trying to cover everything about your business. While this may seem like a good idea, bombarding your audience with too much information can actually do more harm than good.

Here are a few key strategies to help you create content that truly works for your brand:

1. Clarify Your Objective

Before you start writing, pause and ask yourself: What’s the objective of this content? Whether it's a website, landing page, brochure, or advertisement, knowing your goal is crucial.

For example, if you're marketing a piece of luggage, simply listing specs and showcasing pretty pictures won’t do much to drive sales. Your audience wants to know how, where, and when they can buy it. Without clear calls to action (like “Buy Now” or “Shop Today”), your content is just information—it’s not pushing them toward making a decision.

2. Understand Your Target Audience

One of the most valuable pieces of advice from successful business owners and mentors is this: Know your audience. This means more than just knowing who they are—it’s about understanding how they think, what they value, and how they make purchasing decisions.

Let’s take the example of a tuition center for kids. Your target audience isn’t the children themselves—it's their parents, particularly moms, who are often the primary decision-makers. By profiling your audience based on factors like spending power and priorities, you can tailor your message to speak directly to their concerns and desires.

3. What to Include?

Now comes the tricky part—deciding what to include in your content. This is where many businesses go wrong. For websites, for example, it’s tempting to add as much information as possible—your company’s history, your brand story, your "lightbulb moment." While these stories can be interesting, they’re often not what your prospects care about when they first land on your page.

The truth is, your audience isn’t likely to read through an entire history of how your business started. In those first few seconds, they’re looking for one thing: Why should they care? Focus on what matters to them: the benefits, the solutions you provide, and how they can take the next step (like buying or signing up).

If you’re not sure whether to include something, ask yourself, “Why would my prospects care about this?” If you can't quickly answer that question, chances are, they won’t either. Keep it concise and focused on what moves your audience closer to making a purchase or taking action.

4. Less is More: Prioritize What’s Essential

Content overload is real. If you want to create content that resonates, don’t just dump every detail into a single page. Think about your audience’s journey. What do they need to know at each stage to move closer to conversion?

Once you've identified what’s truly important, filter out the noise. Your brand story, mission statement, and other extras can still be included, but they don't need to be front-and-center. Place these elements in secondary areas like an "About Us" page or as part of a longer-form blog post, but keep your main pages focused on solving problems and driving action.

5. Get Expert Help When Needed

As an entrepreneur, you wear many hats—but you don’t have to do it all alone. Sometimes, the best investment you can make is hiring professionals who know how to communicate effectively with your target audience. Whether it’s a copywriter, marketer, or designer, bringing in experts can elevate your content and help you reach your prospects in ways that you may not be able to on your own.

It’s okay to ask for help—even when you think you can't afford it. If you're committed to growing your brand and improving your business, the right support can help you reach your goals faster.

Takeaway:

For SMEs, your content needs to speak directly to the people who matter most—your target audience. Clarify your objectives, understand your audience’s needs, and focus on providing the right information that drives action. When in doubt, keep it simple and prioritize what moves the needle. And don’t be afraid to get expert help to ensure your content communicates effectively.