Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about why and how to make sure your content is relatable.
I was watching Ellen DeGeneres’s Netflix special, “Relatable,” which is hilarious, and if you haven’t watched it yet, you should. It starts off with a story about a friend of hers asking her if she thinks she’s still relatable, now that she’s fabulously wealthy. The jokes go on from there, but (as with everything else) it got me thinking about content marketing. So I ask: is your content relatable?
The whole point of content marketing is to draw in customers, and in order to do that, the content needs to be relatable. I’ll use the example of my very first client, who was an attorney who had been trying to write his own blog posts before hiring me. They were all over the place. They jumped from one thought to another without any segue, leaving the reader unable to follow the content, much less relate to it.
When I took over writing for his blog, not only did I improve the quality of the writing, but I made sure it spoke to his target audience’s pain points. They had to be able to relate it to their own experiences before they would take the next step in the buyer journey.
So how can you make sure your content is relatable?
1) Know Your Audience
Part of what makes Ellen so funny is that she knows her audience and she knows what will make them laugh. The same goes for content marketing – you have to know your audience in order to know what will resonate with them. What are their pain points? Their frustrations? What has and has not worked for them in the past? How can you help? This is what needs to be at the forefront of your content strategy.
Finding out this information is as easy as asking. Posting open-ended questions on social media is a great way to engage your audience and get the answers you need, making it a win/win strategy. You can also put out questionnaires in your newsletter and ask your clients about their needs in person and over the phone. Write down all the answers you get and incorporate them into your content strategy.
2) Know Where They Are in the Buyer’s Journey
The answer to this will depend on your audience and the kind of content you’re creating. For example, my social media posts are generally aimed towards people who are just discovering me, my blog posts are created for people who know who I am, but want more information, and my newsletters are for people who know who I am and what I’m all about and they just need to take that final step. Maybe they’re hesitant to hand over the reigns of their brand, or maybe they just can’t afford my services yet. The point is to create content that is aware of their particular pain points at each stage of the buyer’s journey so I can address those concerns and get them to take the next step in that journey.
3) Address Their Pain Points
Nothing says, “I feel your pain” like content that talks about that pain and how you can help them. Hopefully you already know all about the unique selling points of your business and what you can offer your clients that no one else can, but no matter how well we know our own business, we can always learn more about our customers and what might be holding them back from taking that next step. Is it the cost? Is it a failure to properly convey the value of your products/services? If you know what’s holding them back, you can address it in a way that convinces them to overcome their reservations and convert those leads into customers.
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