So your content isn’t getting the attention you think it deserves. And while this is a common problem most business owners and marketing executives face, it’s typically because many struggle with writing for their audience – instead of their own business or other industry experts. So to help you with creating content that not only gets attention, but also drives traffic, shares and leads, here are 6 steps to creating content that your audience actually cares about.
Determine Who Your Audience Is
The first step to writing content that your audience wants to read is to determine who your readers are. If you’re offering a product or service, who does that product or service attract? By identifying who you’re talking to, you’ll be able to tailor your content to them as well as their specific pains and interests.
Create Shareable Content
Determine what kind of format in which your content will work best. Create short blog posts when discussing topics related to your industry, and longer e-books for informative and educational content. Webinars are also a great way to educate your readers about industry topics that you want to discuss.
And switch it up. Don’t use one format for everything you produce, give your readers some variety. The best part about these formats is they’re easily shareable. When your readers are done enjoying a blog post or e-book, they’ll pass it right along to their friends.
Write Catchy Titles
Use a catchy title that introduces what you’ll be talking about but make sure it’s enticing to readers. If a reader finds your title dull, they’ll think the rest of your content is, too. Early on in your content, write about something your reader can relate to while also getting the point across. You want your readers to feel as though you’ve written the article just for them.
Establish Voice and Tone
Identifying your voice and tone is an important part of communicating with your audience. It gives them a better idea of who you are and establishes a meaningful brand identity with your readers. Consider your word choice, sentence length and sense of humor. Think about how you want to sound to readers. This takes some experimenting but it’s rewarding when you’ve finally nailed it down. Be sure to keep it consistent so your readers will always feel a familiarity when they read your content.
Sometimes, images convey a message better than words and they can help reflect your voice and tone, too. Utilize images and photos to help your case, prove your point and break up text. If you’re using statistics, showing the numbers to your readers with graphs or charts often resonates with them more.
Be Educational, not Salesy
You want to inform your audience, not make them feel uncomfortable or pressured. Coming off as too salesly – BUY IT NOW! 10% OFF! WHAT HAVE YOU GOT TO LOSE? – is a great way to lose readers. Educate them on all you have to offer and let that speak for itself.
Remember that you want to work with your audience, not against them. So put yourself in their shoes. Think about what they might want to know and come up with topics and content from there.
To learn more about using content to connect with your audience and generate traffic and leads for your business, download this free webinar replay, Intro to Inbound: Creating Content that Converts.
Amanda Willigmann is an Inbound Marketing Copywriter at Stream Companies, a full-service Philadelphia area advertising agency.