Avoiding Vague Content: How to Make Your Marketing Messages Stick
Stop sounding like everyone else—use clear messaging, specific examples, and strong CTAs that convert.
Generic content blends in and gets ignored.
If you want your marketing to actually work, you need a clear marketing message. One that tells people exactly who you help, what you do, and why it matters. In this post, we’ll break down how to avoid vague content, get specific, and write messaging that connects and converts.
Why Vague Content Fails (and Costs You Leads)
Vague content lacks focus, so your audience can’t quickly tell if you’re the right fit. It also makes your offers feel interchangeable because nothing is clearly defined.
Here are a few common examples:
“We offer solutions for your business needs.” (What solutions? For whom?)
“Grow your business with our help.” (How? What’s the process?)
If someone has to work to understand what you mean, they’ll keep scrolling.
How to Get Specific
Specificity builds trust. It shows you understand your audience and you’ve done this before.
Try these simple upgrades:
Use real stories and examples (e.g., “We helped an Atlanta-based business double its social engagement in three months.”)
Include statistics and outcomes (numbers make your results believable)
Address one clear pain point (speak to a real problem your audience is already trying to solve)
A quick test: if your sentence could apply to any business in any industry, it’s probably too vague.
Crafting Clear Calls-to-Action
Don’t leave your audience guessing. Tell them exactly what to do next.
Examples of clear CTAs:
“Download the 30-Day Content Calendar.”
“Book a strategy call to clarify your brand message.”
Your CTA should align with the content's goal. If the post is educational, a low-friction next step (like a download) often works best, then you can invite them to book a call.
Content Pillars to Stay Focused
Content pillars keep your marketing consistent and make it easier to stay specific.
Choose three-to-five themes you’ll rotate through, like:
Local marketing
Client results
Tips & tools
Need help building your pillars and mapping them to your offers? Start here: What We Offer
Internal Links Boost Clarity and SEO
Internal links help readers take the next step, and they help search engines understand what your site is about.
A simple approach:
Link to your services when you mention how you help
Link to proof when you mention results
Frequently Asked Questions
What does “vague content” mean?
Vague content is marketing that sounds nice but doesn’t clearly explain who it’s for, what it does, or what result it creates.
How do I make my marketing message clearer?
Lead with specifics: who you help, what problem you solve, and what outcome you deliver. Then support it with examples and a clear CTA.
What’s an example of a strong call-to-action?
A strong CTA tells the reader exactly what to do next, like “Download the guide” or “Book a strategy call.”
Ready to Get Specific?
If your content feels a little too broad or you’re not sure what to say, you don’t need more posts. You need a clearer strategy.
Book a strategy call, and let’s build a clear brand strategy that honors your legacy and supports your next season of growth.