3 Easy (& Free) Ways to Figure Out What Your Audience Wants to Hear

Let’s be real. If your content doesn’t speak directly to your audience, it doesn’t matter how much you post—it won’t land.

Personalization isn’t just nice to have; it’s the difference between someone scrolling past your post and actually paying attention.

Here’s a simple example: sharing that home prices are rising to new records.

If you’re talking to frustrated millennials trying to buy their first house, your message needs to be about affordability, market timing, and strategies for getting in.

But if you’re speaking to retirees looking to sell their vacation home, you’re talking about maximizing value and timing their exit. Same topic, completely different angles.

If you don’t tailor your content, you lose engagement, trust, and, ultimately, business.

Personalization is key in times of content overload.

✅ 80% of consumers are more likely to do business with a company that offers personalized experiences (Epsilon)

✅ Personalized Calls-to-Action get 202% more clicks than generic ones (HubSpot)

So, how do you make sure your content actually resonates with your audience?

Here are three simple (and free) ways to dial in your messaging.

1. Just Ask Your Audience

The best way to find out what your audience cares about? Ask them. Simple.

• Pay attention in client meetings. Start a running list of common questions people ask you. If multiple clients are asking the same thing, that’s a post.

• Run polls on social media and in your newsletters. Financial topics can be intimidating—giving people a chance to weigh in with a simple click makes it easier for them to engage.

• Use email sign-up surveys. Ask new subscribers what topics they’re most interested in so you’re not just guessing. Get demographic, work, and financial data (not required).

• Check your inbox. What do prospects and clients email you about most? What are they confused about? What’s causing them stress?

Your audience is already telling you what they want to hear. You just need to listen and design your content strategically.

2. Use Analytics Tools

If you’re not using data to understand your audience, you’re flying blind. But the good news is that you don’t need to be a data analyst to do this.

Google Analytics (Free & Easy to Install)

• See which pages on your website get the most traffic (that’s your most valuable content). What are people looking at this week?

• Find out where your traffic is coming from (are they finding you on social, Google, or somewhere else?). Is it one of your posts on a certain topic?

• Look at how long people stay on your content—if they bounce fast, your messaging might be off. What are they reading to the end? Do they want more of that?

How to set it up: Go to Google Analytics, set up an account, and add the tracking code to your site. You’ll start seeing data right away.

Google Search Console (Find Out What People Search to Find You)

• Check which keywords are bringing people to your site.

• See which pages rank on Google for financial topics you’re already writing about.

If people are finding you for the “best retirement strategies for business owners,” but you never talk about that on social, you’re missing an easy content opportunity.

Social Media Analytics (See What’s Working & Double Down on It)

Every major platform—LinkedIn, Twitter, Instagram—has built-in analytics.

• Check which posts get the most engagement and do more of that.

• Look at who’s following you—are they business owners, young professionals, retirees? Tailor content to them.

• Test different formats. Video might perform better than text-only posts for your audience.

Bottom Line: The data is there, and it’s free. Use it.

3. Pay Attention to Trends & Competitors

You don’t need to reinvent the wheel. If a topic is already getting traction in your industry, jump in and add your perspective.

• Look at the trending topics. Most social media platforms have trending topics to browse in their search function. LinkedIn has trending news topics. If you create a good enough post on one of those topics, you’ll be pulled in front and center.

• Follow industry news. If something big happens in the economy, your clients are probably wondering what it means for them. That’s your moment to post.

• See what your competitors are posting. If something is getting strong engagement, how can you add your take?

• Hang out where your audience is. Are they in LinkedIn groups? Reddit threads? Facebook communities? Go where they’re asking questions and be the one to answer them.

You don’t have to be a trendsetter—just be part of the right conversations.

The AI Factor: Why Personalization Matters More Than Ever

With AI-generated content flooding the internet, the last thing people need is another generic, keyword-stuffed blog.

Your advantage? Authenticity and expertise.

People can tell when content has no life behind it. They’re not looking for another AI-generated, cookie-cutter post about “10 Retirement Strategies.” They want clear, direct answers from someone they trust.

And that’s exactly why I built the Share Scoops Pro Content Suite.

We’ve spent years analyzing responses to our own financial content, tracking Google search data, and testing what actually resonates with audiences. We don’t just give you generic content—we provide high-performing content recommendations based on real financial professionals and real audience behavior.

We help you deliver the right content at the right time in the right way. So, your audience feels like it’s written specifically for them by their personal advisor.

✅ Endless sharable content addressing topics people most frequently ask about
✅ Personalized posting and topic recommendations for your specific audience
✅ Fully customizable content so it still feels personal and client-specific

That’s how you win.

Want to see how it works? Book a demo, and let’s get your content working for you.

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