I was scrolling through my old personal social media content the other day. It’s a completely random mix of art history facts, travel tips, and tutorials about starting a sticker shop on Etsy.
When something clicked for me.
On the surface, these posts had absolutely nothing in common. Art history, small business advice, travel hacks? What was I even doing with my content strategy?
But then I started looking at the engagement patterns. The art history posts that did well weren’t just random facts. They were the ones that helped people sound smart at dinner parties or gave them something interesting to share.
The travel content that took off wasn’t just pretty photos. It was the stuff that saved people money or helped them avoid tourist traps.
And the Etsy tutorials? Those were solving real problems for people trying to start their own side hustles.
The lightbulb moment hit me: every piece of content that actually performed well was useful in some way. Not necessarily educational in the traditional sense, but useful.
That’s when I realized that most creators (including myself, apparently) completely misunderstand what “useful content” actually means. We think it has to be boring, formal, or strictly educational.
But useful content can be entertaining, personal, even funny, as long as it improves someone’s experience in some way.
The Big Misunderstanding About “Useful” Content
Here’s what I’ve learned after working with dozens of content creators across different industries: when most people hear “useful content,” they immediately think “tutorial.”
Every post needs to teach something. Every video needs to solve a problem. Every caption needs actionable advice.
And yes, that kind of content absolutely has its place. But here’s what we’re missing: useful isn’t just about teaching. It’s about improving someone’s experience in some way.
The Two Types of Actually Useful Content
I’ve started thinking about useful content in two distinct categories, and this framework has completely changed how our clients approach their content strategy:
Bucket 1: Stuff That Teaches
This is your classic helpful content: the tutorials, guides, and practical advice that solve real, concrete problems people face.
For our realtor clients, this might be:
- How to stage your home without spending a fortune
- What questions to ask during a home inspection
- The real cost of homeownership beyond the mortgage
- How to research a neighborhood before moving there
I call this “Google-able” content because it’s the stuff people actively search for when they have a specific problem to solve.
Bucket 2: Stuff That Makes You Feel Good
This is the content that improves someone’s emotional state. It makes them laugh, feel understood, or brightens their day in some small way.
Some of our most successful realtor content falls into this category:
- The hilarious struggles of explaining what a “good investment property” means to your spouse
- A day-in-the-life video showing the chaos of juggling five different showings
- Stories about the weird things people leave behind in houses
- Celebrating first-time homebuyers (with permission) and their excitement
This content solves emotional problems. It makes people feel connected, entertained, or understood.
The Real Question You Should Ask Before Posting
Before you hit publish on anything, ask yourself this simple question:
“If someone saw this, would they think ‘oh that’s helpful’ or ‘oh that made me smile’?”
If the answer is neither, don’t post it.
I know that sounds harsh, but your audience’s attention is precious.
Every piece of content you create is asking for a few seconds (or minutes) of their life. Make sure you’re giving them something valuable in return.
Examples of Content That Feels Useful But Actually Isn’t
Let me be brutally honest about content I see all the time that creators think is useful but really isn’t:
Generic Industry Updates
“The market is changing!” Okay, but how does that affect ME, specifically? What should I do about it?
Vague Motivational Posts
“Dreams don’t work unless you do!” This isn’t useful. It’s just noise. Everyone’s heard this before.
Recycled Common Knowledge
“Location matters when buying a home!” This isn’t insight. This is something everyone already knows. What’s a way to make this crazy valuable?
How to Make Any Content More Useful
Here’s what I’ve learned from working with content creators who consistently produce engaging, valuable content:
Get Specific with Your Teaching Content
Instead of “How to stage your home,” try “The 5-minute staging trick that makes every room look bigger (even tiny apartments).”
The more specific you are, the more useful it becomes to someone with that exact problem.
Add Personal Context to Emotional Content
Don’t just share a motivational quote. Share the story of when you needed to hear those words and what happened next.
I once had a realtor client post about the day she almost quit real estate after losing three deals in a row. She included what her mentor told her and how she bounced back. The engagement was through the roof because it was real and relatable.
Answer the “So What?” Question
For every piece of content, imagine someone asking “So what? Why should I care?” If you can’t answer that clearly, revise until you can.
Test the “Would I Save This?” Standard
This is my personal favorite test: If I saw this content from someone else, would I save it to refer back to later? If not, it probably needs work.
The Content That Changed Everything
I’ll never forget the realtor who told me that her most successful piece of content ever was a video about all the free things to do in her city during the winter. It wasn’t about real estate at all.
But think about what that video actually did:
- Showed her deep knowledge of the community
- Helped people (especially newcomers) enjoy where they live
- Positioned her as someone who cares about quality of life, not just transactions
- Created shareable content that made her top-of-mind
That’s useful content. It improved people’s lives while naturally showcasing her expertise.
Your Content Usefulness Audit
Here’s a quick exercise I have all our clients do: Look at your last 10 posts and honestly categorize each one:
- Teaches something specific ✅
- Makes people feel good ✅
- Neither ❌
If more than 2-3 fall into category 3, it’s time to refine your content strategy.
The Bottom Line on Useful Content
Stop overthinking it. Useful content either teaches someone something they didn’t know or makes them feel something positive.
Everything else is just taking up space in their feed.
Your audience doesn’t need more content. They need better content. Content that respects their time and gives them something worthwhile in return.
The next time you’re about to hit record or type a caption, pause and ask yourself: “How is this actually useful to someone?”
If you can answer that question clearly, you’re on the right track.
Frequently Asked Questions About Creating Useful Content
How do I know what my audience finds useful?
Pay attention to what gets the most saves, shares, and genuine comments (not just likes). Those are your clues. Also, directly ask your audience what they’re struggling with.
Can entertainment content really be as valuable as educational content?
Absolutely! Think about how you feel after watching something that made you genuinely laugh versus something that just informed you. Both have value, but emotional impact often creates stronger connections.
What if I’m in a “boring” industry?
There’s no such thing as a boring industry, only boring ways of talking about it.
Every industry touches real people’s lives in meaningful ways. Focus on those human connections.
How often should I post each type of useful content?
I recommend a 60/40 split: 60% teaching content, 40% feel-good content. But test this with your audience and adjust based on what resonates most.
What’s one piece of content you’ve created recently that made someone’s day better in some way? I’d love to hear about it in the comments.