Producing content isn’t just about writing lots of words. The whole point is to tell the story of your brand or business and to engage your customers, fans and future buyers. Word by word, you need to have a cohesive, coherent voice speaking up and out through many different channels as you build your narrative for everyone to see and hear. Blogs, tweets, Facebook posts, YouTube videos, case studies, white papers, your website, print pieces — all working together to show everyone who you are, what you do and why you’re good at it.
But is your audience listening? Does anyone care?
Here are a few surefire ways to draw your audience in and make sure they’re paying attention:
Tell your own stories, use your own voice. People know right away if you’re trying to be something you’re not. Be passionate about what you do and the information you’re sharing. When you’re honest and authentic, your audience understands that you’re genuine. This includes sharing challenges and mistakes as part of your story.
Creating content isn’t just about repurposing old news items and press releases. If you’re writing just to write (or get it done and check it off your to-do list), few will pay attention. No one cares about your to-do list. Want to hook your audience? Give them actionable information that’s useful to them. How do you know what’s useful?
You will never run out of things to write about (or film or make into infographics) when you listen to your audience/customers. Be interested in what people have to say and they’ll be interested in you. Ask questions, interact across many channels, meet online and offline — genuinely connect with your audience and you make it easy for them to reciprocate.
If this looks like a list you’d consult when trying to better connect with your friends, well…you get the point.