I’ve had enough. Content “creation” has gotten way too complicated for business owners.
It’s overwhelming to think about and exhausting to implement. And honestly? It’s unnecessary.
The way I see it, content should be simple, low-fi, and effective. Not expensive or overproduced, and definitely not chasing trends that die in a week.
That’s where my Helpful, Humanized Content approach comes in.
What is Helpful, Humanized Content?
It’s about showing up as a leader, not an entertainer.
It’s Leadership as Marketing – not trying to go viral, not playing the algorithm game, and not spending hours obsessing over polished edits. Instead, it’s about sharing your expertise, insights, and perspective in a way that builds trust, authority, and real relationships with the people you want to reach.
Because at the end of the day, people don’t care how fancy your content looks. They care about what you’re saying and how it helps them.
Why This Works Better Than Overproduced Content
Most people think that to stand out online, they need to look like a professional studio film production – the best cameras, the perfect lighting, the smoothest editing.
But I’ve seen time and time again that the content that actually gets results isn’t the fanciest – it’s the most helpful, insightful, and relatable.
People don’t want overproduced corporate-sounding nonsense or scripted advice. They want clarity, honesty, and value. And they want to hear it from someone who actually knows what they’re talking about.
So instead of stressing over production, focus on these three things:
- Be Helpful – Answer questions, share insights, and teach what you know. Don’t try to “create content” – just help people.
- Be Human – Talk like a normal person. No jargon, no marketing-speak. Just say what you’d say in a real conversation.
- Be Consistent – Showing up regularly (even imperfectly) is way more powerful than dropping one polished masterpiece every six months.
People need your presence, not your perfection.
Here’s how Helpful, Humanized Content works:
- Helpful – You’re not creating content just to check a box; you’re sharing valuable insights that solve problems, answer questions, and guide your audience.
- Humanized – People connect with people, not faceless brands. Instead of sounding like a corporate entity, your content should feel like a conversation with a trusted expert. This means speaking in a natural, engaging way.
- Digital Leverage – Your expertise shouldn’t be locked in one-on-one conversations. By digitizing and distributing what you already talk about in meetings, over email, and explain to clients, you can turn it into scalable content assets (social posts, blog articles, videos) that continuously attract and nurture potential clients without extra effort.
- Momentum Over Perfection – Instead of overthinking and struggling with “creating content,” just capture your knowledge and share it. Making this a habit will generate momentum and keep you top of mind with your ideal clients.
- Long-Term Authority Building – Content isn’t just for immediate engagement – it’s about establishing credibility. Through consistent, helpful content, you position yourself as the go-to expert, ensuring your audience remembers and trusts you when they’re ready to buy.
Your system isn’t about being the loudest – it’s about being the most consistently valuable and visible voice in a way that makes you the obvious choice in your industry.
Helpful Content Increases Your Online Visibility
Not to mention, this type of content (with the right optimization) is exactly what ranks on Google, gets suggested and shared on Social, and is cited by AI chat.
What This Looks Like in Practice
Instead of spending hours scripting, filming, and editing a high-production video, try this:
- Record a quick video from your phone sharing an insight. No script, just talk and answer a common question that your ideal clients ask you
- Turn an email you wrote to a client into a social post. If one person asked the question, others probably have it too. You already did the hard work of writing out your content, now share it with more people.
The point is – stop trying to make it perfect. Just make it useful.
Content Should Make Your Life Easier, Not Harder
If creating content feels like a full-time job that’s sucking the life out of you, you’re doing it wrong.
It doesn’t have to be hard. It can simply be an extension of what you already do – helping, teaching, and sharing what you know.
So take the pressure off. Forget the trends. Be helpful. Be human. And most importantly – keep it simple.
That’s how you build a brand people actually trust.