Why Is Writing Content So Hard?

Content is often the #1 reason website projects get delayed or blogs never launch. We all know how important content is; Google wants it, and your audience needs it. But sitting down to write it? That’s where most businesses get stuck.

And it’s puzzling, isn’t it? Americans work more hours than almost anyone else in the world. We spend our days solving problems, answering tough questions, training others, and thinking strategically. That’s valuable work, and it takes real effort and insight.

So if we’re already putting in the hard work, why not take it one step further? Why not repurpose that knowledge into personalized content that helps others and drives business? Creating great website content isn’t about writing fluff; it’s about capturing what you already know, tailoring it to your audience, and leveraging it online to attract the right customers.

Here’s What I Mean…

When I solve a problem for one customer, odds are it’s not a unique situation. So why not turn that solution into a blog post, a quick how-to video, or even a short social post? Chances are, others are searching for the same answers.

But here’s the key: customize it. Don’t just generalize, make it relevant. If your solution applies to the healthcare industry, use industry-specific language. If your audience consists of procurement professionals, focus on value, ROI, and efficiency. Personalization in content isn’t about saying someone’s name, it’s about speaking to their exact situation.

Think about how much time you spend crafting the perfect email or presentation. That’s valuable content! Instead of letting it sit on your desktop, repurpose it. But don’t just copy and paste, repackage it for different personas, job roles, or industries. Every business has content gold already created, it just needs a little polish and a personal touch.

For example, if you’ve written a white paper titled “7 Most Important Factors for an Ergonomic Workplace,” break it down into a blog series, one post per factor. Then, customize each one slightly for different audiences, such as safety managers, HR professionals, or operations leads. That provides multiple opportunities to educate your audience, build trust, and drive SEO — all from a single original asset. Work smarter, not harder.

Website Content Should Solve Your Customers’ Problems

People love to buy, they just don’t like being sold to. If your website is the face of your company (and let’s be honest, it is), then ask yourself: Are you truly engaging with your audience? Or are you simply pitching features, buzzwords, and talking about how “innovative” your products are?

Today’s buyers want useful, relevant content that helps them perform their jobs more effectively. However, beyond that, they desire personalized experiences and content that reflects their specific needs, goals, and stage in the buying journey. When your website consistently delivers value tailored to your audience, whether that’s insights, tools, or solutions, you become part of their trusted toolkit. And when they’re ready to make a purchase, guess where they’ll turn first? The sources that helped them all along.

In the B2B world, especially, proof matters. Case studies and testimonials aren’t just nice-to-haves, they’re essential. And even these can be personalized. If you serve multiple industries, highlight success stories that match the reader’s industry, company size, or challenge. That kind of relevance creates confidence.

Speak to be Understood

It’s easy to get caught up in our own lingo. We know our products and services inside and out, sometimes too well. But our audience doesn’t live in our world. They may use different terminology or come in with less background knowledge.

That’s why it’s essential to step back and ensure we’re communicating clearly. Avoid industry jargon, acronyms, or overly technical terms unless you’re sure your audience understands them. When in doubt, simplify and tailor your message for your reader’s level of expertise. Personalization isn’t just about content topics, it’s also about tone, depth, and format.

Know Your Customer Personas

If you want your message to resonate, you must speak your audience’s language. That means more than just using the right words; it means understanding what motivates them, what challenges they face, and how they prefer to consume information.

In B2B, it’s rarely a one-size-fits-all situation. There are usually multiple decision-makers, each with their own goals, questions, and pain points. That’s where customer personas come in.

Personas are fictional profiles that represent your different buyer types. They help you tailor your messaging and content to fit each person’s unique needs. And they’re your foundation for personalization.

Let’s say you’re a solder manufacturer, and your customer is Panasonic. They’re developing a thinner flat-screen TV, which means it will generate more internal heat. Two key players are involved:

• Joe the Engineer is tasked with selecting a solder that can handle the heat. He will look for technical specifications, case studies, and possibly even a sample to test. He’ll want to speak with your engineering team and understand how your product holds up under pressure.
• Jackie the Buyer comes into the picture once Joe narrows down his options. She’s focused on price, delivery timelines, warranty terms, and real customer feedback. Her job is to minimize risk and maximize value.

Now ask yourself: Does your website personalize for both of these personas?

• Can Joe easily find technical documentation and case studies?

• Can he request a sample or connect with an engineer?

• Can Jackie find pricing, terms, testimonials, and delivery info?

If not, you may be missing out — not because your product isn’t a good fit, but because your content didn’t meet the needs of both decision-makers.

The Bottom Line: Personalization Isn’t Optional Anymore

Modern website content must go beyond being helpful — it needs to be relevant. And relevance comes from personalization. Whether you’re segmenting content by buyer persona, job title, industry, or buying stage, the goal is the same: make it easy for your customer to find themselves in your message.

So yes, writing content is hard. But writing personalized content that attracts, informs, and converts the right audience? That’s how you win online.