Step 7

How to Create Content That Your Audience Wants to Read

Content marketing is all about creating content your audience will love. After all, if they love it, they will pay attention to it, subscribe to it, share it, convert, etc.

Here are a few things you can do to make sure your audience loves your content.

Integrate Emotion Into Your Content

Most of the time we buy something, we do it for emotional reasons. We either want to experience a certain feeling or stop experiencing it.

As a marketer, you can tap into your audience's emotions. Understand their problems to determine how your product or service can offer a solution.

Emotions can help you generate leads, build lists, and turn prospects into customers.

To identify your audience’s emotions, look at audience interaction with your company. Determine why they came to you in the first place.  What problems do they have, and what solutions are they looking for.

For example, a business owner who feels overwhelmed with business management might look for administrative help.

A virtual assistant can benefit from that emotion and offer a solution. it could be an opt-in that shows the business owner how a virtual assistant can help get things done. What that time would mean to their business success.

When you get the prospect on your list, know that your job is still not finished. You need to keep analyzing your prospects and tapping into the emotions that follow. Your sales funnel will help you see what positive and negative emotions your audience is experiencing.

Boost Relevancy

Relevancy and timing are crucial. Your audience will only like, share, and engage with content they find relevant. That's why it's up to you to make sure you’re giving your audience exactly what they need when they need it.

This means you'll need to create different content for different people. For example, the emails you send customers and ones sent to subscribers should differ. Just as the content you send a returning customer and a new one should be different.

A great tactic that can help you stay relevant is segmentation. You can create different lists for customers and prospects. You can also send messages according to a person’s behavior.

You will also want to create other forms of content that tap into the various lifecycle stages. The more targeted your content, the better the chance it reaches the right person.

Add Personality and Branding

People invest in products and services they like, but they also buy from the companies they love. That's a factor you can't ignore.

People invest in and buy from companies that represent their own values and beliefs.

Of course, the product itself is important. But the way the company builds a community and sells the product is just as important.

How can you build a community around your product or service?

Use a Conversational Tone

Create content that speaks to your reader in their language. Make your tone conversational.

Pay attention to the words you use and the topics you choose. Even a simple “I” and “you” can make the reader feel like you’re speaking to him or her.

Conversational content usually does better than content with a formal tone. Build a bond with the reader by sharing stories and examples from your own life or experience.

However, all of that is pointless if you don’t know who you’re speaking with.  Only by understanding your target customer can you tailor your content to them.

Be Consistent

Consistency is critical. From your tone of voice to your branding.

Create a look and feel for your content. This includes image placement, logos and even the color of your call to action buttons.

Consistency is essential to create a connection between your audience and business. And it gets easier the more you create content.

Before long it will feel natural to integrate your brand voice into your message.

Rebekah Radice