When it comes to creating engaging content, there seem to be more people telling us how to do it than actually doing it. Endless bloggers, influencers, and “30 Under 30” recipients will sell you courses on how to “nail your content and 10x your followers in 6 months”. It’s the social media equivalent of charlatans selling “the secret to building million-dollar property portfolios” (hint: it’s in the ticket).
The sheer number of tips and courses suggests creating engaging content is, indeed, difficult. The fact so many people engage with posts promising “shortcuts to improve your content” — rather than actually improving their content — proves the problem is real and the solution valuable.
Just last week, LinkedIn news editor Marty McCarthy shared tips on content creation ahead of his SXSW Sydney workshop, where he’ll discuss the topic with Nick Bell, who’s made a comfortable living convincing people he knows how to do it. And you can bet the room will be packed.
If you listen to many ‘experts’, they’ll tell you that content creation is hard because of secrets, tricks, and rules — conveniently taught in their courses (for a fee).
But there’s really only one rule for creating engaging content, and it’s no secret. It’s basic psychology.
Imagine your content as a set of scales: one side marked ‘giving’, the other ‘asking’. The more you give, the more the scales tip in your favour. Giving means providing value — whether through information, insights or entertainment. It’s about offering something that enriches your audience. On the flip side, asking represents seeking something in return, whether that’s attention, engagement, or a purchase.
This balance between giving and asking lies at the heart of all successful content strategies. The more you give, the more your content resonates with your audience, drawing them in and fostering a sense of connection. When the giving outweighs the asking, your content thrives. People engage with it, share it, and become loyal followers. But if you begin to ask too much, the scales tip the other way. Ask too much of your audience, and it doesn’t matter how good the content is — they’ll disengage, tune out, and move on.
This principle explains why humans connect so deeply with art, music and storytelling. These forms of expression are almost entirely about giving. Artists, musicians, and storytellers pour their creativity into their work, offering something that touches emotions, stimulates thought, or simply provides pleasure. There’s little or no explicit ‘ask’ involved—no immediate demand for something in return. This is why art and music resonate so strongly with people across all cultures and backgrounds. They are gifts, freely offered.
In contrast, social media content often falters because it tends to focus more on the asking side of the scale. It’s not uncommon for people to prioritise what they want — sales, conversions, or sign-ups — over what they’re giving. As a result, their content feels transactional, with a clear agenda that can alienate audiences. This doesn’t mean businesses or people trying to get something in return for their efforts can’t create meaningful content, but they must be careful to balance the scales by offering genuine value before making any requests — and be very careful when and how they make them.
The most successful content creators—whether in business, marketing, or media—master the art of subtly disguising the ask. Instead of a demand, the ask feels like a natural progression in the relationship with their audience. It’s about trust, reciprocity, and knowing how to balance giving and asking.
Consider the rise of influencer marketing. The most effective influencers provide consistent value to their followers—whether through fashion tips, fitness advice, or lifestyle inspiration—before subtly introducing a product or service. When done well, the ask becomes nearly invisible, and the audience responds positively because they feel they’ve already received something valuable.
In essence, good outcomes from content creation — like almost all things involving humans — are about giving. The more you give, the more your content will succeed. But the moment you tip the scales too far towards asking, you risk losing the very audience you worked so hard to engage. The key is finding the right balance — offering value without overwhelming your audience with demands.
This lesson applies not only to content but to all forms of communication and relationship-building. People are naturally drawn to those who give more than they ask. That’s why content with no ask will always outperform content with a bad ask. If in doubt, leave out the “ask” and you’ll be miles ahead of the pack.
Never miss a story: sign up to SmartCompany’s free daily newsletter and find our best stories on LinkedIn.
Comments