If creating content sometimes feels overwhelming or uninspiring, you’re not alone. I’ll be the first to admit that even with hundreds of hours of video under my belt, there are days I don’t feel like making content. And you know what? That’s okay.
But when inspiration strikes, it’s a chance to go deeper – and today, we’re diving into something powerful: how to use your audience’s frustrations to create content that truly connects.
This isn’t about selling. It’s about showing your audience that you understand them on a deeper level – their struggles, their fears, and the little things they don’t even realise are holding them back. When you get this right, your content becomes more than posts or videos – it becomes the bridge that builds trust.
Why Frustrations Work
Too often, we focus on showcasing what we do:
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Here’s my product
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Here’s my service
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Here’s why I’m great
And while those are important, they don’t stop anyone in their tracks. People don’t wake up in the morning thinking, “I wonder what benefits this service has.” They wake up feeling stressed, anxious, overwhelmed, or stuck. By calling out these frustrations in your content, you grab their attention and make them think, “Wait, they’re talking about me.”
So how do you uncover those frustrations?
Start by asking yourself these questions:
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What keeps my ideal client awake at night?
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What do they complain about to their colleagues or partners?
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What emotions are tied to their problems – stress, fear, or maybe even guilt?
If you’re not sure, spend time listening. Talk to your existing clients, read reviews in your industry, or scroll through forums and comments where your audience hangs out. Frustrations are everywhere – you just need to tune in. For more on cutting through the noise, check out Effective Content Strategies for Busy Business Owners.
Articulating the Frustrations
Once you’ve identified their pain points, the next step is to articulate them in a way that resonates. Don’t just say, “Are you stressed?” Dive deeper into the specifics of their experience.
For example, instead of saying: “You might feel stressed about managing your business’s finances.”
Try something like this: “Are you sitting at the dinner table, wondering how to afford your kids’ Christmas presents this year? Are you debating whether to take on more credit card debt, all while carrying the weight of that anxiety day in and day out?”
Notice the difference? The second example paints a vivid, emotional picture. It makes the frustration feel personal and real – not just another vague statement. If you need help crafting this kind of messaging, read Transforming Good Content into Great Content.
In this week’s episode of MarketPulse, we sit down with Jeremy Jacobs —entrepreneur, marketing consultant, and former bakery owner turned digital marketing expert. Jeremy reveals how he transitioned from baking to scaling major brands like ASOS and BMW with paid search strategies. We also dive into how entrepreneurs can adapt their workflows to fit their focus patterns, especially when managing ADHD.
Curious about why Jeremy thinks cold outreach is a thing of the past? Or how you can make paid media work for your small business, even with a tight budget? This episode is packed with advice you won’t want to miss.
If you want to hear the challenges and wins other business owners face in marketing their business, or the expert advice of industry leaders and marketing experts, then you should probably catch MarketPulse: Pros & Pioneers Podcast!
You can find us on all good podcast directories, and on YouTube
Helping Your Audience See the Problem
Sometimes, your audience doesn’t even realise they have a problem. They’ve normalised their struggles and accepted them as just “part of life.” Your job is to shine a light on those challenges and help them see that there’s another way.
This is especially important if you work with high-level clients like executives or senior leaders. These are people who pride themselves on being problem-solvers. They often think they should handle everything on their own – even when they’re overwhelmed.
Your content can be the nudge they need to say, “I do need help with this.” Highlight the symptoms they might be ignoring, and show them the root causes. Use phrases like:
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“You might think this is just part of the job, but here’s why it doesn’t have to be.”
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“If you’re constantly [insert struggle], here’s what’s really happening.”
This approach builds trust because it shows you understand them better than they understand themselves. For an example of how this works in practice, check out How Much Content is Too Much?.
Focus on Solutions, But Don’t Oversell
Once you’ve called out their frustrations, it’s important to balance that with hope. No one wants to read content that leaves them feeling stuck. Show them there’s a way out, but do it in a way that feels supportive, not salesy.
For instance: “If you’re struggling to find time to create content, there’s a better way. It starts with creating a plan – one that works for you, not against you. You don’t need to spend hours every day; you just need the right structure.”
Notice how this focuses on the how without diving straight into a sales pitch? When your audience is ready to act, they’ll come to you because they trust that you “get it.”
For ideas on structuring your solutions into actionable content, see Unlocking the Power of ChatGPT for Content Creation.
Your Action Plan
Ready to start creating frustration-driven content? Here’s your action plan:
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Identify Three Common Frustrations Think about the most common struggles your audience faces. Be specific and focus on emotions, not just the surface problem.
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Write a Post About One Frustration Describe the frustration in detail. Use vivid language to help your audience see themselves in the story.
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End with Empathy and Hope Show them you understand, and offer a simple next step they can take – whether that’s reading another article, watching a video, or reaching out.
And remember, the goal isn’t to overwhelm them with solutions. It’s to build trust and connection. When your audience feels seen and supported, they’ll naturally gravitate toward you.
For more on using empathy to drive content, check out Why Starting is Better Than Perfection.
The Bottom Line
The most effective content doesn’t just share information – it connects. By focusing on your audience’s frustrations, you show them that you truly understand their world. And when you pair that understanding with genuine solutions, you become the person they trust to guide them forward.
Take time this week to reflect on your audience’s struggles. Use those insights to create content that speaks to their emotions, not just their needs. Because when you create content that connects, your audience doesn’t just engage – they remember you.
Need more inspiration? See The Power of Category-Based Posting for Social Media for ideas on structuring content around your audience’s needs.
