Putting relationships at the heart of your content 

Author: Philippa Lowe
Published: 15th October, 2019

Putting relationships at the heart of your content

The world is not lacking content, we think that’s a fact we can all agree on. Every business with their head screwed on is producing some kind of content but it’s not difficult to see that not every business is creating engaging content that converts. How much content do you scroll past each day without reading beyond the headline? If you’re anything like us … it’s a lot. 

It’s easy to get caught up in creating content for the sake of creating content and this is where so many businesses are making crucial errors. The world of content is fast-paced, complicated and ever-changing; we understand it can be confusing to keep up with the trends and data but we also believe that it doesn’t actually have to be rocket science, as long as you remember one important thing. 

All content is working towards creating a relationship with your customer. And great relationships are often built on great conversations. It’s important to treat your content like a conversation — a lot of the principles are much the same! 

It’s not all about you 

A conversation is a two-way street and so is your content! No one likes a dinner party guest that yabbers on about themselves for three hours without ever talking with others about their lives. It’s similar with your content — audiences are smarter than ever, they know you want to show off how good you are! 

So, instead of always talking about how good you are, just show them. Give them resources that help them with their own projects, give them useful tips and tricks and celebrate your customers. Through all of these things, you give the conversation back to your audience without sacrificing your opportunity to show off your brand personality and values.

Listen up! 

Ever have a conversation with someone who doesn’t seem to be listening to what you’re saying? It can be frustrating and you’re extremely likely to not want to engage with them again. Surprise, surprise, it’s the same with your content. 

Imagine, for a moment, a hardware shop that has a mix of DIY-ers and Tradies in their audience. They posted once about a fun DIY activity to do with kids that went gangbusters on social media and then they went back to posting about the great deals they have for Tradies for the next few months. It’s a classic example of a brand not listening to its audience. 

Don’t just create content that you think your audience will be interested in, look at what they’ve been engaging with (if not with you, then with your competitors) and tailor your content to what they want to hear about! They’re telling you, you just need to listen. 

Don’t get stuck on the weather 

Small talk is fantastic, it’s the tool we all use to find out little things about our new acquaintances before deciding it’s safe to jump in head-first and tell them about our colourful past. That’s just it, real, meaningful relationships might start with the small talk but they don’t get stuck there. 

If you just stick to the surface-level stuff, that’s all your relationship will be with your audience … surface level. 

Speaking of Africa … 

Ah, that’s right, we weren’t. Conversations need to flow naturally and so does your content. Whether it’s in the colours and fonts you use in your design, the tone of voice you use or the topics you choose to touch on, all your content should make sense. 

This is where your content strategy comes into play; planning your content so that it flows naturally, will make sense to your audience and contributes to your business goals effectively is essential. Audiences are smart, they know when you’re changing tack suddenly to meet a different objective. Instead of firing off content randomly, make sure yours all works in harmony over the long run. 

Need some conversation starters? Incredible Communications can help. Email us at http://www.incrediblecommunications.com.au/#contact or call 0414 711 107.