The crucial mistakes most digital content makes
- Tom Davis
- Feb 8
- 4 min read
Updated: Aug 7
Crafting digital content that connects with your audience is both an art and a science.
Yet, too often, businesses approach content creation from the inside out—thinking about what they want to say, rather than what their audience needs to hear.
Let me share an anecdote.
A senior staff team whose bread and butter is business development and project management spent days crafting what they felt was the perfect landing page to generate sign-ups for an undisclosed product.
Countless track changes followed, and after much deliberation, the "web-ready content" was handed over to the web manager to upload. The problem? The page content was a dog's breakfast, written from the business’s perspective, not the customer’s and by people who were far from digital editors. It focused on internal jargon, how "proud the company was", their achievements, policies and complex explanations that failed to resonate with the intended audience.
Oh, and the call to action / the sign-up button was buried at the bottom of the page.
Put clarity, empathy and the customer, first
What was missing was clarity, empathy, and a customer-first approach.
This scenario plays out in businesses of all sizes and industries every day - especially government.
When digital content is created in isolation—without a focus on the customer’s needs—it won't deliver results.
But the good news is, this can be avoided.
To help build digital content that speaks directly to your customers, I've used some insights from the recently released HubSpot’s 2025 State of Marketing report.
Five ways to create better digital content
1. Start with your customer’s needs, not your agenda
Great digital content begins with a deep understanding of your customers.
What are their pain points? What questions may they ask?
Use tools like Google Trends, Answer the Public, and BuzzSumo to uncover what your audience is truly looking for.
By aligning your content with their needs, you position your brand as a trusted resource, rather than just another voice vying for attention.
There's also a vault full of gold that you might be overlooking: your customer contact form and regular questions they are asking.
2. Embrace clarity and simplicity
Clarity is key. I've spoken previously about the average attention span being shorter than a goldfish's. No joke.
If your message is not clear, the audience will move on. Overly technical jargon, bloated copy, or vague messaging creates friction and alienates readers.
By prioritising clear language, you make your content accessible to a broader audience while building trust and reducing misunderstandings.
Get our guide on how to connect with your audience
We've put together the essentials you can use when trying to communicate with your audience online.
3. Be visual - but with purpose
Incorporate visuals, but ensure they serve your message and the action you want the user to take.
Don't include graphics because they "make the page pop". They will slow it down. Videos, infographics, and imagery should add value and reinforce your content, not distract from it. In an era of short attention spans, visuals can break down complex ideas and enhance user engagement.
According to HubSpot’s recent State of Marketing Report 2025 report, short-form videos (21%), images (19%), and live-streamed videos (16%) deliver the highest ROI.
Videos don’t have to be Hollywood-level productions. Invest in short-form videos for social media platforms like Instagram Reels or LinkedIn, where bite-sized, value-driven content thrives.
4. Leverage AI without losing the human touch
AI tools will help craft content yes, but don’t let it strip your messaging of humanity. And crap AI content has a terrible whiff. And like my good friend and peer Dante St James says: "AI-written content isn’t just easy to spot—it’s easy to ignore."
Customers connect with authentic, relatable stories—share testimonials, behind-the-scenes looks, or real-world case studies to bring your business to life.
Airbnb’s content marketing strategy revolves around customer stories, showcasing how real people use their platform to create meaningful travel experiences.
This approach keeps the focus on the customer while aligning with Airbnb’s brand ethos.
5. Iterate and listen to feedback
Digital content isn’t static—it’s a conversation. Continuously monitor performance metrics using tools like Google Analytics and Hotjar, and listen to customer feedback to refine your approach.
What’s working? What’s falling flat? Iteration ensures your content evolves to meet the changing needs of your audience.
Tom's general principles on customer-centric digital content
Empathy first: Always consider your customer’s perspective. What do they want to learn or achieve?
Clarity and accessibility: Avoid jargon, and make your content digestible for everyone. Aim for clear language and inclusive design.
Consistency across channels: Ensure your tone, visuals, and messaging are aligned wherever your customers interact with your brand.
Engage, don’t just inform: Create opportunities for interaction through polls, comments, or user-generated content.
Adapt and evolve: The digital space changes rapidly. Stay on top of trends and emerging tools to keep your content fresh.
Final word
In 2025, businesses that will thrive will be the ones that prioritise customer needs, leverage AI to scale personalisation, and remain authentic in their content creation.
Hear Tom speak at Perth Web Accessibility Camp on 18 February 2025, a favourite in the digital accessibility calendar partnered by the W3C Australian Western Region Chapter.
Comments