{"id":58233,"date":"2025-10-29T09:00:58","date_gmt":"2025-10-29T13:00:58","guid":{"rendered":"https:\/\/bluehatmarketing.com\/?p=58233"},"modified":"2025-10-27T13:47:42","modified_gmt":"2025-10-27T17:47:42","slug":"how-to-create-social-media-content-your-clients-actually-care-about","status":"publish","type":"post","link":"https:\/\/bluehatmarketing.com\/en-ca\/how-to-create-social-media-content-your-clients-actually-care-about\/","title":{"rendered":"From Features to Feelings: How to Create Social Media Content Your Clients Actually Care About"},"content":{"rendered":"
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How did Glossier become a billion-dollar beauty brand? Seems like quite an unlikely outcome for what started as a blog.<\/span><\/p>\n<\/div>

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Into the Gloss<\/span><\/i> (Emily Weiss\u2019s blog) wasn\u2019t trying to manufacture influence. But it invited it in. Glossier\u2019s entire identity was co-authored by its audience on social media platforms, primarily Instagram. That sense of ownership turned casual users into advocates and brand evangelists, as <\/span>The New Yorker documented<\/span><\/a> in 2023.<\/span><\/p>\n

Now, if you\u2019re staring down a calendar full of empty post slots, you\u2019re probably asking the real question: How do I create content that builds that kind of connection?<\/span><\/p>\n

That\u2019s what this article is here to unpack.<\/span><\/p>\n<\/div>

What\u2019s Wrong With Your Social Media Strategy?<\/h2><\/div>

Too many companies still approach<\/span> social media marketing<\/span><\/a> as a one-way broadcast to showcase features. Product specs, data points, milestones, internal news; it\u2019s the stuff that marketing channels are full of. But how do these kinds of social media posts make viewers feel?\u00a0<\/span><\/p>\n

Let\u2019s just say it: most brands on social are talking to themselves.<\/span><\/p>\n

\u201cWe launched this.\u201d \u201cWe hit that milestone.\u201d \u201cCheck out our new feature!\u201d\u00a0<\/span><\/p>\n

When a company feed is just bullet points and product specs dressed up in branded colours, it doesn\u2019t give people any reason to engage.\u00a0<\/span><\/p>\n

Meanwhile, people are out there scrolling, looking for something (anything!) that makes them feel seen, understood.<\/span><\/p>\n

You won\u2019t get there with feature lists.<\/span><\/p>\n<\/div>

Start With the Buyer Persona<\/h2><\/div>

What is a buyer persona in content marketing? Customer personas are a detailed, research-backed representation of your target audience.<\/span><\/p>\n

The most effective brands develop multiple personas that align with target market segments, refined through team insight and market research. There are four commonly used buyer persona types:<\/span><\/p>\n