The primary way to increase engagement is to create shareable content.
To do so, you want to develop relatable pieces your audience will want to engage with. Market research has shown that people often respond positively to a good story they can relate to.
So, when developing your content, think about the audience you hope to reach.
What kind of struggles might they face, and how can your product or service positively impact their journey?
You have to put yourself in your customer’s shoes to find out what kind of content they are more likely to engage in and share with their friends. Put some real thought into what matters to them, create that and watch engagement rise.
What is Relatable Content?
Relating to your audience means telling them (and showing them) that you understand how they feel and that you want to help them. You want to connect with your readers on an emotional level.
Think of a time when you read a piece of content that described your situation perfectly. How did you react? Did you feel a connection? Did it resonate with you? Maybe it touched some emotional triggers for you?
Give your readers the same feeling when they read your content.
There are three primary ways to create relatable content;
- Know Your Audience
- Create a Story
- Be Authentic
Knowing your Audience
There are many ways you can get to know your audience, but the one process we believe you should do without question is creating a customer avatar. Of course, based on your product or service, there may be several avatars you make, and that’s OK!
If you have a few avatars to work from, be sure you are creating different content threads for each.
There should be several areas that they overlap, and this will help you along the way in uncovering what those features are.
Create a Story out of your Content
As human beings, we crave stories.
They’re familiar to us and make concepts easier to understand and relate to. Think about the purpose of your content. → How can you convert that purpose into a well-written story?
What emotions and values can you pour into your story?
What will make your readers feel like you understand where they’re coming from?
Intertwine your values and your audience’s needs to show them that you will help them in a way that no one else can. Relatable content paired with the qualities that help you stand out from the rest — is critical.
Be Authentic, Always
When you create relatable content for others, it means to be authentic. But, in order to be authentic, it is to be vulnerable. The best way to make this type of necessary content is to open it up to your readers. Let your truth shine.
Your readers didn’t come to your post looking for what everyone else is saying; they came for your insight.
The best way to be authentic is to use your experiences and emotions to shape the pieces of content you’re putting together. Of course, it’s easy to look at other people’s content and create something similar, but that isn’t going to bring you any significant success, right?
Your perspective would inspire your readers to take action in ways they would’ve never thought of if they hadn’t read your post. Give your readers something to grasp onto and take action on.
Are you already creating content that your audience is relating to?
Is this an area you could use some support and guidance on? Let us know!