Creating content that connects: No more filler posts

There’s a lot of content out there that feels like it was written just to tick a box. We’ve all come across blog posts that promise insight but deliver vague generalities, empty advice, or worse, irrelevant fluff. These "filler" posts might keep your website active, but they don’t build relationships. They don’t earn trust, and they certainly don’t drive results.

Filler content vs. valuable content

What is the difference? Filler content is usually created under pressure: a looming deadline, a need to post "something," or a misguided belief that more always equals better. Valuable content, on the other hand, starts with intention. It answers a real question and solves a real problem. Most importantly, it puts the reader first.

• Filler posts often say a lot, but say nothing new.

• Valuable posts offer clarity, insight, or support, and leave the reader better informed.

When your audience clicks on a blog post, they’re looking for something specific, a new perspective, a helpful tip, a bit of clarity. If you don’t offer that, they won’t come back.

Start with the reader in mind

Great content always begins with empathy. What’s going on in your ideal client’s world? What are they struggling with? What are they trying to achieve? The more clearly you understand their goals and obstacles, the easier it is to create something that resonates.

• Think like your audience: "What would help me if I were in their shoes?"

• Keep content focused on solving a need, not showcasing your services.

When you speak their language and address their challenges directly, you immediately create connection.

Make it real, not robotic

There’s a reason stories work. They’re memorable, relatable, and human. While stats and how-to guides have their place, people connect more deeply with personal experiences, case studies, and real-life outcomes.

• Case studies, behind-the-scenes stories, or "what we learned" reflections boost trust.

• Honest, human stories make you relatable and approachable, not just "another expert."

If you helped a client triple their engagement or streamline their content planning, tell that story. If you made a mistake that taught you something useful, share it. Vulnerability and authenticity go further than perfection ever will.

Structure for clarity

It’s easy to fall into the trap of writing for algorithms. Keywords and SEO are important, but they should never come at the expense of readability. A strong blog post has a clear beginning, middle, and end. It opens with a relatable hook, flows through a few focused ideas or tips, and closes with something the reader can take away or act on.

• Use natural headings and logical flow, don’t write in keyword clusters.

• Let formatting enhance good writing, not compensate for weak content.

Avoid jargon where possible, keep your paragraphs short, and guide the reader with a confident, conversational tone.

Quality beats quantity

You don’t need to publish weekly to stay relevant. In fact, if you’re pushing out content just for the sake of it, your audience will notice and not in a good way.

• A thoughtful, helpful post once or twice a month makes more impact than weekly fluff.

• Your audience would rather hear from you less often, if what you’re sharing is worth their time.

Research, plan, draft, and refine, this will result in content that actually matters to your audience and gets shared, saved, and acted on.

Plan with purpose

The best content doesn’t happen last-minute. Set time aside each month to brainstorm, research, and map out a few key themes that align with your brand and your audience.

• Build a simple content calendar tied to your business goals or seasonal themes.

• Capture client questions and feedback, they're often your best blog topics.

And if writing isn’t your strength, or your schedule is overflowing, consider outsourcing to a content partner who understands your voice and your goals.

Key takeaways

Posting simply for the sake of staying active might seem like a strategy to boost views and engagement, but it often has the opposite effect. Sharing content that doesn’t align with your brand can dilute your message and reduce your audience’s interest. People follow you because they value your perspective and brand, not just because you post frequently. The key is to strike a balance: focus on content that is useful, interesting, and relevant, rather than posting just to fill a gap.