Your business isn’t just a business—it’s basically your heart in WiFi form.
The truth? You didn’t start your business to blend in, play it safe, or churn out content that feels like it was cooked up by a committee of corporate bots wearing khakis.
You started this thing because you care. Because you believe in something. And because you wanted to help people in a way that felt different—your way.
So when it comes to content? That soul-deep, sparkle-core part of your brand deserves to be front and center.
How do you actually write soulful content?
You know, the kind that:
- Feels true to who you are
- Sounds like you on your best day
- Speaks directly to your people like you’re already mid-conversation
That’s exactly what we’re diving into today. Welcome to your guide to writing with heart, purpose, and the kind of voice that makes your dream clients perk up and go, “Wait, I love this person.”
First: What the heck is “soulful content”?
If you’re picturing incense and crystals hovering over your keyboard, don’t worry. (Though no judgment if that is your vibe.)
Content with soul is simply content that sounds like it came from an actual human with feelings and values and a point of view. It’s clear, intentional, and rooted in who you are—not just what you sell.
It’s the opposite of bland, vague, fill-in-the-blank marketing speak.
Soulful content might look like:
- A blog post that makes your reader laugh-snort while also learning something valuable
- A sales page that gives people permission to want what they want
- An email that’s so honest it feels like a letter from a friend
The point is: It connects. It resonates. It’s got a pulse.
And you can totally write like that. Even if writing isn’t your favorite thing. Even if you’re tired, busy, or still figuring out your brand voice. (More on that later.)
But first, let’s talk about where this kind of writing starts.
Step 1: Know who you’re talking to (like, really know)
If your content is meant to connect, then you’ve got to know who’s on the other end of the string.
Spoiler: “Women 30-50 who like yoga and iced coffee” is not enough.
We’re talking deeper than demographics. You want to understand:
- What keeps your dream clients up at night (besides doomscrolling)
- What they wish someone would finally explain in a way that makes sense
- What makes them feel seen, heard, and a little less alone
When you know their hopes, hesitations, secret goals, and favorite snacks, your content practically writes itself. (Okay not quite, but you get the idea.)
If you haven’t done this soul-digging yet, go grab Decode Your Audience. It’s a free, slightly ridiculous, delightfully insightful workbook that helps you paint a vivid picture of who you’re writing for—so your words can land in the right inboxes, hearts, and buying decisions.
Step 2: Anchor everything in your values
Here’s the thing: You don’t need a thousand clever ideas. You just need a clear filter.
That filter? Is your values. Your values shape:
- The stories you tell
- The language you use
- The way you position your offers
- Even the little things—like whether you call your community a “crew,” “fam,” or “collective of sparkly weirdos”
When your values are clear, it’s easier to make creative decisions and stay consistent across all your content.
Not sure what your values are? That’s where Brand Values Breakthrough comes in. It helps you dig into what matters to you, name it clearly, and turn those ideas into actual words and phrases you can use over and over.
Because soul doesn’t come from sounding “professional.”
It comes from sounding like you, on purpose.
Step 3: Use your natural voice (the one you actually speak in)
A little reminder: You don’t need to sound like a thought leader or the girl who sat next to you in that one marketing course.
You just need to sound like you. Quirks and all. That might mean:
- Starting sentences with “And” or “Because” (grammar police be damned)
- Using emojis or pop culture references or deeply specific metaphors about soup
- Writing how you speak, not how you think you’re supposed to sound online
If you’d use a certain phrase in a voice note to your biz bestie, try it in your copy.
That’s the stuff that makes people lean in.
And hey—if you’re still figuring out what “your voice” even is, that’s okay. You don’t have to have it nailed before you start. In fact, using your content as a practice ground is one of the best ways to uncover it.
Step 4: Match your message to your mission
There’s a lot of content out there.
A lot of tips. A lot of templates. A lot of “do this to go viral” videos.
But here’s the deal: Not every piece of content needs to be clever. It just needs to be aligned. Ask yourself:
- What am I trying to say really?
- Why does it matter to my people?
- Does this piece reflect what I believe in and want to be known for?
Every piece of content should feel like a mini ambassador for your brand. It’s carrying your message into the world. Might as well dress it in your signature voice and values before sending it out.
(You wouldn’t send a friend to a party in a name tag that says “Business Owner #47,” would you?)
Step 5: Infuse tiny truths and real-life moments
You don’t have to share your life story in every blog post or overshare on social media. But a little realness? Goes a long way.
Try weaving in:
- A weird behind-the-scenes moment (like the time your dog barked through a sales call)
- A mini anecdote about a client win or an embarrassing lesson
- A detail that only your audience would get (like the thrill of inbox zero or the heartbreak of a Canva crash)
Those small moments make you memorable. They remind people, “Oh yeah—there’s an actual person here. One I might like working with.”
And trust me: That’s the kind of brand people come back to.
Step 6: Edit with heart (and maybe snacks)
Editing doesn’t mean stripping out your soul and sanding down your edges.
It means shaping your message so it hits the mark—without losing the magic. When you review your content:
- Read it out loud. If it sounds stiff or robotic, loosen it up.
- Cut what’s not needed, but don’t cut your personality.
- Make sure your key points are actually clear (we’re aiming for clarity, not cleverness-for-the-sake-of-cleverness).
You’re not trying to impress everyone.
You’re trying to connect with your people. So make it easy for them to say, “Yes. This is for me.”
Bonus: Check for the Soul Factor
Before you hit publish, ask:
- Does this sound like me?
- Would I say this to a real person, face-to-face?
- Am I proud of how this reflects my brand?
If the answer’s yes, congrats—you’ve got soul. (And maybe a little sparkle too.)
Wrap Up Summary
Soulful content is content that’s clear, aligned, full of heart, and unmistakably you.
To create it:
- Know your audience (deeply!)
- Lead with your values
- Write like a human, not a business robot
- Align your message with your mission
- Add truth, personality, and real moments
- Edit without losing your voice
Want help finding your way to soulful content?
I’ve got tools for that.
👉 Grab the Rooted Customer Profile for a free deep-dive into your dream clients’ brains.
👉 Then check out Brand Values Breakthrough to build your brand voice and message from the inside out.
Together, they’ll help you write content that connects, converts, and sounds like no one but you.
Now you: What’s one way you add soul to your content?
Reply here or drop it in your journal if you’re not the comment-y type.
Either way, your voice matters—and I’m cheering you on.
