Do you want a deeper understanding of this new era of storytelling and content creation?
Imagine your ideal reader consuming your content and nodding, feeling so grateful for coming across your content. She couldn’t ask for more. She heads straight to the CTA button, clicks the button and follows through to the end.
One of the hard truths that we have to deal with, as content creators, is the realization that it is not enough to create content and leave it at that. Effective and winning content are those that resonate with the target audience, giving them insights, answering their questions and providing solutions to their problem. However, this is the part of content creation that most people find challenging to master.
According to a recent report by MarketingProfs, 52% of content creators find it challenging to create content that resonates with their audience. Don’t let that depress you; there’s always a way out. This type of content keeps your audience glued to your blog, reading and enjoying every line till the very last one. They drive conversions and ensure the success of your content marketing campaign.
This article seeks to help you overcome the difficulty of creating content that resonates with your audience. You will learn tips and approaches that help you connect to your audience in a way that makes you a better creator. You will benefit from this article if you are a content creator, content marketing specialist, and business owner.
Top 7 Tips for Creating World Class Content
Are you ready to learn content creation tips that experts have infused into their content to connect with their audience in an impactful manner?
Let’s get to it.
Develop your audience Personas
According to a study by Stephen Zoeller, 56% of businesses generated higher leads through personas. The first step in creating a resonating piece of content is developing your ideal reader persona. This persona is created based on your understanding of the target audience.
This means that it is imperative that you have a good understanding of your target audience and what they want. Data-driven hunt is the key to understanding who your target audience is and what motivates them to buy your product or service.
While creating a buyer’s persona for the segment of your target audience that you intend to convert into leads, there is also a need for another type of persona; the reader’s persona. You create this persona for the section of your audience that will never buy from you (for some obvious reasons) but won’t stop reading and sharing your content. Appealing to these sets of your audience is very important for conversion and reader’s base.
While the buyer’s persona ensures that you convert more readers into active buyers and customers, the reader’s persona ensures that your content keeps moving and getting into new hands. More importantly, you cannot create these personas without audience research. Hence, the better you know and understand your target audience, the better the persona you create.
Create and Deliver in the Right Format
Another approach that you must pay enough attention to is the format of content that works best for your industry. In this case, the right format doesn’t mean the one you prefer or the one you like most. The perfect format for delivering contents must be the format which
- Best conveys your message to the target audience
- Best enjoyed by the target audience.
Only when the format answers these two questions is when the format is the right format.
For example, how best can you deliver content containing ten charts for measuring business performance and content with about a thousand charts for similar purposes? The best format will be to have the first one in a blog post and the second content in an eBook. The reason is that a blog post is short-form content and is best suited for the first article. The second content is more expansive and is best suited as an eBook.
Understanding these formats will help you create and deliver contents that your audience likes, the way they like it. The audience persona that we discussed above comes into play here. Be it a video, blogpost, checklist, or user’s manual, the best format is one that best conveys the message, and the one readers enjoy the most. Check this out!
Address the Problems
Imagine your reader heaving a sigh relief because you understand her pain points so well and attended to it properly.
Finding common ground with your audience is one of the most important things you can ever do for your content. A winning and resonating content is one that the reader or audience can easily relate to. Is the content what they are interested in reading? Does it solve their problem or teach them something new?
This is the common ground you have with your audience. If you can give them what they need, it’s only natural for them to follow through your call to action. You are rewarded for your thoughtfulness and empathy.
This also involves using storytelling, creating scenarios and real-life instances in your content
For example, suppose you are writing a blogpost on coffee. While introducing the importance of coffee, you can either say, “Coffee is an important part of our days,” or “Have you ever imagined a morning without a cup of coffee? You striding to your kitchen only to find that you have no coffee to brew and enjoy this morning?”
You will agree that the second statement sets the reader in an imaginative mood. They begin to paint the picture of the scenario in their head, using themselves or someone close to them as characters in the imagination.
Research shows that 95% of buyers make purchases based on their emotions. Thus, if you’re offering a product, the readers will create a scenario in their heads where they buy the product and use it. At that point, you already have a reader on the brink of conversion.
Another way of getting into your reader’s hearts and ensuring that your content resonates with them is to add visual elements to your content. Almost everyone enjoys visual content. According to Visme, visual contents increase readership rate by 80%, and 65% of businesses spend about 10% of their marketing budgets on visual content.
Be it pictures, videos, memes, or infographics, they provide a more explicit depiction of what you are trying to convey in the blog post and gives your reader a momentary break from the blocks of text. They tell stories better than words do and help create the right impression on the readers.
Visual content also breaks the monotony of long texts. Long texts without pictures can be tiring and boring sometimes. But when you include images or other visual content, the reader doesn’t only understand the content better, and they enjoy the content even more.
Show Them Data and Statistics
This approach will hammer more on the importance of a specific type of visual content, infographics. Adding infographics plays into both the analytical and emotional part of your readers. Humans, by nature, are visual creatures who are gets moved by visual contents more than words. They are also part analytical, seeking a justification for making some decisions, especially financial or economic decisions.
Hence, when you provide needed data on a subject matter in a visually appealing way, you expect that readers will see it faster and understand it better.
Another way of using data effectively and visually appealing is to ensure that you interestingly write them. Do you remember the coffee example we saw earlier? Providing data in a way that readers can easily fit themselves into their imagination of the impact of the data is important.
For instance, compare these two data points; “LinkedIn is 277% More Effective for Lead Generation Than Facebook and Twitter” and “LinkedIn has a 2.74% Visit-to-lead conversion rate”. Both statements pass the same information; LinkedIn is more effective in converting leads than Facebook and Twitter.
However, the first one is easier to understand than the second one. Not a lot of people understand what a Visit to Lead conversion rate is or its benchmark. But they know what it means when you say something is 277% effective than another.
Use the Right Tone
Some experts will say this is the most important tip for creating resonating content. While that fact may be debatable, it is clear that it ranks as one of the important tips. You can go anywhere with the right tone or structure. As much as other elements are vital, the emotions that your content evokes matters a lot.
This is why you need to watch out for the following when creating contents;
- The choice of words
- The sentence structure
- Sense of humor
- The usage of punctuation
- The format of the content
Ensure that the words you use and the sentence structure reflect the right impression you want to give the reader. For instance, consider an introduction for a blog post on SEO optimization that read as thus,
“I know, I know. SEO Optimization is very important. I get it.” this type of introduction gives an impression of an annoyed writer. You don’t expect a lot of readers to continue reading after an opening like that.
Thus, a content creator must seek to combine the elements mentioned above to create content that evokes readers’ right emotions.
Write For Your Audience
Write with your reader in mind. Publishing isn’t exactly a right: it’s a privilege and we ought to treat our readers with respect and empathy. What does your idea hold for her? What’s in this article for them?
- Write to just one person at a time.
- Endeavor to connect the reader to his pain points through examples and stories spread across the article.
- Throw the fluffs out, Cut off the pieces that won’t be of help to the reader.
- Make the article scannable
- Edit and rewrite, if required.
- Get them to read the next line from the one before it.
- Use Bullet Points.
Involve your Audience
Involving your audience is a better way of understanding them to serve them better. Moreover, it helps you to solve certain problems that you may have missed.
An example is asking readers, through social media or any other platforms, the challenges they have using your products or services, then incorporating these challenges into the content and providing solutions to them.
This way, readers will find your content more useful and continue to look forward to solving their subsequent problems.
Creating content that resonates with the audience is the most critical and challenging aspect of content creation. However, with these tips and strategies, you can start creating content that your audience can connect to quickly and efficiently.