The relationship between content and creativity

Why Nurture Content Is More Important Than Ever in 2025

In today’s crowded digital landscape, creating content that keeps your audience engaged between promotions is more crucial than ever. If you’re only showing up when you have something to sell, you’re missing out on a powerful opportunity to build relationships and create superfans.

In this post, I’m breaking down what nurture content is, why you need it, and how to create it—so your audience stays connected (and primed to buy) even when you’re not actively selling.

What Is Nurture Content?

Nurture content is the “in-between” content. It’s everything you share when you’re not in a launch or promotional period. Think of it as the relationship-building phase of your marketing. It’s what helps your audience get to know you, trust you, and ultimately, become superfans who are excited to buy from you when you do have an offer.

Your nurture content might include:

• Emails that share personal stories and insights
• Social media posts that educate, entertain, or inspire
• Free workshops or community calls where you connect with your audience
• Behind-the-scenes updates about your business and your journey

The key is consistency. If you only show up when you’re selling something, your audience won’t have the trust and connection needed to take action.

The Real Struggle: Why Business Owners Ghost Their Audience

Let’s be honest—staying consistent with nurture content is where most business owners struggle. Maybe you know exactly what to post when you’re in a launch, but when the promo period ends, you fall off the radar. Sound familiar?

It happens because:

• You don’t know what to say when you’re not selling
• You feel like no one is listening, so why bother?
• You get stuck in comparison mode and wonder if your content is even good enough

I’ve been there. Even as a copywriter and content strategist, I still fall into the comparison trap sometimes. But here’s the truth: you never know what’s happening behind the scenes with the people you’re comparing yourself to. Instead of getting stuck in that cycle, focus on muting the noise and creating content that connects with your audience in a way that feels good to you.

Why Nurture Content Is More Important Than Ever in 2025

If 2024 taught us anything, it’s that buying behaviour has shifted. People are overwhelmed with choices and more skeptical than ever. They’re not just looking for quick fixes—they want to buy from businesses they trust. That’s where nurture content comes in.

Nurture content:

• Builds trust and authority – People buy from brands they feel connected to.
• Creates superfans – Your most engaged audience members become your best customers.
• Keeps you top of mind – When you show up consistently, you stay on their radar.

And here’s the best part—when your nurture content is solid, selling becomes easier. You won’t have to convince people to buy because they already trust you.

How to Create Nurture Content That Works

1. Be Transparent & Authentic
   Your audience wants to connect with the real you. If you’re struggling, share it. If you’re excited about something, let them in on it. I’ve always believed in full transparency—what you see online is exactly who I am in real life.

2. Provide Value in Different Ways
   Not all nurture content has to be free, but it should always provide value. Whether it’s a free community call, an insightful Instagram post, or a well-crafted email, make sure your content helps your audience in some way.

3. Show Up Consistently
   Even if you’re not actively selling, keep engaging. Your audience shouldn’t only hear from you when you want something from them.

4. Mute the Noise
   If comparison is making you feel stuck, hit mute on those who trigger self-doubt (even if they’re great people). Focus on your own journey and creating content that feels aligned.

5. Think Long-Term
   Building relationships takes time. The more you nurture your audience now, the more successful your future sales will be.

What’s Next? My Shift to Helping Small Business Owners

Lately, I’ve been reflecting on the types of clients I work with—and I’ve realized I’ve been serving more small business owners than ever before. While I still love working with online entrepreneurs, I’m shifting my focus to supporting service-based small business owners who need marketing strategies that actually work for them.

If you’re a small business owner who struggles with content, I’ve got something coming for you in 2025. I’m creating a brand-new offer that’s affordable, accessible, and designed specifically for small business owners who don’t have the budget to outsource everything. Stay tuned!

Ready to Start Creating Nurture Content That Works?

If this post resonated with you, let’s connect!

Follow me on Instagram – Get daily content tips and behind-the-scenes insights at @lindsaysmithcreative.

Your content doesn’t have to feel overwhelming. With the right nurture strategy, you can market your business in a way that feels good, builds relationships, and makes sales easier when the time comes.

See you next time!