Another year, another load of changes to what works in the world of copywriting and content. From getting attention, being relevant to staying true to your brand – there is so much to think about when drafting copy. Be it a blog, ad or landing page every piece of content is an opportunity to connect and develop your business. So you want to make it count, right?
Lean in… Here are 3 winning formulas for creating content that hits the spot in 2026 and beyond.
Really, really understand your client’s problem
It’s easy to guess what other people might be, the thing is 99% of the time you guess wrong. I remember working for a brand and for a long time we thought the customer came to us to solve problem X. Turns out we helped them out with something totally different. When it comes to clients’ problems, do not guess. Ask, listen, get into their shoes. Only then will you be able to truly understand how you can help them and what aspects of your service or product to focus on. For example, if you are an estate agent you might think that the clients problem is that they need a house. What they might actually need is more time to search, to understand the costs involved, and a friend to talk them through the process. They may be separating and need to downsize or be starting a family and need more bedrooms. Doing a deep dive into your client’s problems is the foundation of the bridge between your marketing content and reaching them.
Provide solutions that will actually suit them
In 2026 there is a chance for brands to shine by really honing in on their solutions. Throwing out calls to action that are unrealistic in terms of budget, time or tone simply won’t cut it. This might mean going one step beyond what you normally do or doing something totally different. Could they benefit from a masterclass on a certain topic they need to learn about, being available at different times to others or a one-on-one meeting in a world where everything has gone digital. Go deeper, it will be worth it to them and to you. Real conversations often pathe the way to real change and real results. Get out there and have them. The secret is in the listening. That’s where the solutions often reveal themselves.
Be a smartie pants and keep it simple
Whatever industry you work in there will be a lot of fancy words that mean something to you but nothing to your client. Legal jargon, business jargon, textile jargon – I am not saying your audience is dumb however they are not specialists in your field. That’s why they need you. Break down big terms, benefits and processes into simple, easy to read copy. Some of the world’s most memorable ads are the simple short and sweet. Naughty, but nice. What better three words to sum up cake? Find the ‘naughty but nice’ in your content. It does not always come while at a computer overthinking, it can be ‘eureka’ moments that trickle in while out and about. Whenever magic strikes make a note of it as soon as possible as that could be inspiration for a great piece of content. Ask a ‘test’ reader if they understand your concept. If they don’’t you may need to rework it, sometimes a few small, simple tweeks can make a big difference. So the smartest thing to do is keep it simple.
Ready to get started and don’t know where?
When it comes to branding and marketing, remember you are in it for the long haul. So try and not get overwhelmed with doing everything at once. Even reading this blog on creating content is a start. The best place to start is with some research on getting to know your customer, identifying three problems that you want to focus on. From there take a deep dive into ways you can capture the emotions, situations and challenges these problems bring up. Then make a list of the solutions you provide and some unique ways these add value and support them. Take a break then go back to this research and from there start playing. Come up with a blog, ad, social media post for each problem and solution and when you feel you have something – get posting. Test it, don’t be afraid to see what works and gets the most engagement and results. After all, content is all about trial and error and giving yourself the freedom to try. Having some guidance and support yourself can of course help – my free brand dive is designed to give you just the ‘oompph’ you need to get started.
Too busy to do content all together? That’s what I am here for, together we can give your brand the light it needs to shine bright in 2026 so reach out if you need a hand to find it.
Book your free brand dive.
