The ‘You Should Also’ Method: My Secret to Great, Unskippable Content 

If you’re struggling to create content, whether it’s a blog, eBook, email, or webinar, then this article is for you. 

As someone who has worked with many businesses and marketing agencies as a freelancer, I’ve seen content that almost guarantee will never be read (yes, even agencies make this mistake). 

In marketing, we can become too focused on hitting those keywords or talking about our products and services that we forget what truly matters – our customers. Empathy is one of the most important traits we should have in marketing, and sadly, most content these days lacks it. 

Most Important Content Creation Tip: Write for the Customer

I’ve recently come across a website for an underwear brand in Australia. Looking at their blogs, it was filled with content such as: 

1. Top trends in men’s underwear
2. How often should you buy new underwear
3. How to fold and store underwear properly 
4. How many pairs of underwear do you need

I can’t imagine anyone reading a 1000-word blog on how to fold underwear when it can be answered in one sentence (or a video). The truth is, there’s only so much content you can write about underwear (or your brand). At some point, customers will get bored, and your business will make the biggest mistake of all – creating content just for the sake of it. 

So how do we avoid this? Use the ‘You Should Also’ method to always create high-demand content that your customers will enjoy reading, and enjoy you as a brand.  

How to Create Great Content With the “You Should Also” Method

The ‘You Should Also’ Method is my very own emphatic, customer-focused process of creating blog content that talks less about your brand and more about the customers’ interests. The ‘you’ in this method refers to the consumer. 

Ever gone online shopping and seen this section at the bottom of a product description? 

Essentially, my method is inspired by consumer psychology in online shopping. When you’re shopping online and reading through a product description, you’re already interested and ‘hooked’, and any recommendations at that point in time are more likely to get your attention (and money). 

In content creation, your content is the ‘hook’ that draws in your customers, and at the very end of interesting content, you tell your customers: 

The ‘You Should Also’ Method is my own secret formula for creating blogs when you have no idea what to write about. BUT the main rule is to hook customers in with content that they enjoy reading or watching. 

Applying the Method: Some Content Creation Examples

Let’s go back to the underwear brand I mentioned at the start of this blog. Instead of writing just about underwear (which is a sure way to run out of content ideas quickly). Think about the men who might be reading the article, and consider what else they might like. 

Here’s how you can create broader, engaging content that will guarantee more views. 

See how your content options immediately open up? By using the method, you’ll create content that has value, appeals to the customer’s wants and needs, and positions yourself as an authoritative brand in your space. 

Let’s look at a well-known West Aussie brand that excels at the ‘You Should Also Method’ – Bunnings Warehouse. Their online D.I.Y Advice page is essentially a content heaven for their target market (tradies and homeowners who love DIY). 

In there, you’ll find everything from community advice, how-to blogs and video tutorials, and planners and calculator tools for home D.I.Y. projects. 

Bunnings’ content doesn’t scream ‘my product is the best!’. Instead, it’s a subtle yet effective way of marketing which says, ‘Hey, I know you like creating good home spaces, here’s how to do it well. You should also consider using my product when you build your dream space.’ 

When your brand does that, you shift from an annoying salesperson to a good friend. And guess who your customers would trust more? 

How to Apply the “You Should Also” Method in Content Creation (Step-By-Step)

Step 1: Start With Your Target Audience

Who do you sell to? Who do you WANT to sell to? Knowing your target audience helps you identify their lifestyle, what they like to read about, and where they get their news. 

Step 2: Identify What Connects You To Them

Next is knowing how your products or services can solve their problems. The best content is always insightful, and readers should finish the content feeling more knowledgeable than before – and be grateful that you’ve given them that information. 

Step 3: Use the ‘You Should Also’ Method to Create Blog Topics

Now that you know what your customers love doing and reading about, writing content becomes much easier. The goal is to insert your product and services naturally into the content. This must be done without overselling. 

My rule is to mention your brand once at the bottom of a blog, and only if necessary in the body of the article. 

Step 4: Validate Topics Using Search Demand

Even the most relatable content won’t be noticed without the right SEO and AEO (Answer Engine Optimisation) practices. Add keywords to your blog that will make it easier for customers to find you when they search for their interests online.

Step 5: Turn Each Topic Into a Helpful, Engaging Article

Now that you have the topics. It’s time to begin writing! Focus on providing as much original information as a business owner, and give personal advice that only you would know. This will help you rank better and create content that people will read. 

Where possible, always add examples and creative visuals to improve how your content looks. And if you’re ever stuck with writing, consider using a blog or website copywriting service to get those words across. 

Go Forth and Create Great Content!  

Like all things marketing, content creation is a subtle art that involves deep research into your consumer’s wants and needs. Although it may seem counterintuitive to not talk about your business and product, it is one of the most effective ways to build trust and get customers to buy from you. 

I hope that the ‘You Should Also’ method becomes a good content creation tip for you. So give it a try, and if you’re ever stuck, I’m here for a chat. 

Frequently Asked Questions

Will customers leave my brand if I write less content about my products or services? 
No, talking less about your brand will not turn your customers away. You should always write content that sparks customer interest first, and then introduce how your product or service can benefit their lives or solve their problems. Just like any social relationship, no one likes a one-sided conversation. 

Who do brands fail at creating good content? 
Most business owners are too involved in their own brand. This creates a myopic view, where they cannot see how others perceive their products or services. When you see your business through rose-coloured glasses, you unfortunately become biased and talk too much about its features rather than its benefits. 

Why should I use the ‘You Should Also’ method in creating content? 
The ‘You Should Also’ will benefit your content by: 

• Writing blogs that interest customers
• Avoid generic or ‘fluff’ blogs 
• Generate unlimited blog ideas about the customer and their lifestyle 
• Increase topical authority in SEO and have a higher chance of ranking in website and AI searches 
• Create valuable content that people will actually read
• Build trust among potential consumers and ultimately, sales. 

What are some of the mistakes that I should avoid when creating content?
Here are some content creation mistakes to avoid: 

• Talking too much about your brand
• Not writing content that customers are interested in
• Not understanding who your customers are before writing content
• Overstuffing blogs with keywords instead of providing value 
• Not adding the right call to action in your content

The ‘You Should Also’ method helps you eliminate all this and write clear, interesting, and consistent content.