One of the first things I ask businesses when I manage their social media is simple:
What questions do your customers ask you every day?

Because those questions are already content ideas — and there’s almost always more than one person searching for the same answer.

Listening before posting

Many businesses post regularly but struggle to gain traction. Not because they aren’t trying, but because the content isn’t grounded in real conversations.

When content is created without listening first, it often reflects what the business wants to say — not what the audience wants to know.

Turning questions into content

In my day-to-day work, some of the most effective posts come directly from customer questions:

• emails
• phone calls
• comments
• conversations in-store or on-site

If one customer asks a question, it’s a safe bet others are wondering the same thing. Answering it publicly helps more people — not just the one who asked.

Why this builds trust

When businesses consistently answer real questions on social media, their content feels useful rather than promotional.

People begin to recognise them as a reliable source of information. That familiarity builds trust long before anyone clicks through to a website.

Engagement follows relevance

Posts that respond to real queries naturally generate better engagement. They spark recognition — “I was wondering that too” — which is far more powerful than trying to chase attention.

This approach also encourages conversation, which strengthens visibility and reach without forcing it.

Traffic is a by-product, not the goal

Website visits tend to follow once trust is established. People don’t click because they’re told to — they click because they want to learn more.

That’s why focusing on listening, answering, and helping consistently produces more sustainable results than simply posting more often.

Final thought

If your content isn’t gaining traction, start by listening more closely. Your audience is already telling you what they need — your job is to answer it well.

If you’d like support creating social content that answers real customer questions and builds trust over time – Get in Touch!