Is ‘Being Helpful’ Still Enough? Rethinking What People Really Want from Your Content

Scroll through any content advice online and you’ll likely trip over the same word: helpful. “Be helpful,” they say. “Solve problems.” “Teach something useful.” It’s not wrong, but it’s also not the full truth.

Regardless of the shape your creative business takes (a tattoo studio, an independent café, a design agency), 80% of your audience isn’t just looking for instruction. They want you. Your unique perspective. Your story. Your voice. They’re not only after “value” in the traditional sense, they’re craving content that feels real.

The problem with being “just helpful”

Being helpful is great if you’re writing a guide to fixing a specific problem. But if you’re building a brand with heart, only being helpful can start to feel… a bit hollow.

Don’t fall into the trap of posting content that ticks the SEO boxes, but forgets the human reading it. Yes, they’re useful, but emotionally empty. And they don’t build loyalty either. They don’t create a connection. They just sort of exist.

What do people really connect with?

Your audience is more than a search engine. They’re people who want to feel seen and understood. That’s why visual content packages for creative brands perform so well. Especially those that blend story, tone and a bit of personality!

Whether it’s a behind-the-scenes photo set for your coffee shop or a short-form video capturing your design process, expressive content helps people feel closer to your brand. And that connection? It’ll build trust faster than any checklist ever will.

Value ≠ how-to

We need to think outside the box when it comes to value. A thoughtful post that makes someone feel inspired? That’s valuable. A reel that makes them laugh or pause? Valuable. An honest reflection on what running your business really feels like? Absolutely valuable.

When working with clients on affordable content packages for marketing teams or creating branded visuals for restaurants and creatives, I often like to remind them: educational doesn’t mean dry. And entertaining doesn’t mean fluffy.

Striking the balance

To be absolutely clear, sharing tips, insights, and helpful knowledge will always have a place in a good content strategy, but wrap it in a voice that’s unmistakably yours. Let your content reflect the energy of your brand. Pair useful ideas with good storytelling, great visuals, and a clear point of view.

Because people aren’t just choosing what to watch or read. They’re choosing who to trust. Who to support. Who to come back to.

And that’s where content becomes more than just content.

I'm Taylor, a freelance digital marketer based in Essex ,and I'm passionate about empowering creatives, forward-thinkers, and dedicated business owners to shine online.

I believe in keeping things simple. No more DIY headaches or guesswork. Every project is crafted with care to reflect your unique brand, personality, and vision. It’s not just about looking good either; everything I create is designed to engage, connect, and leave a lasting impact.

If you’re looking for someone to help you shoot and publish high-quality, authentic content for your website, YouTube channel or social media profiles, get in touch with me today!

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