Generating content that aligns with your brand values and speaks to your audience is important. If you do not have an audience to ‘sell’ to, then your business has no reason to exist. In essence this means you cannot generate content without keeping your audience in mind at all times. Here are a few tips on how to understand your audience and specifically target them through your writing.
Talk to one and many at the same time
It is important to realise that when you write, you are reaching a reader on the other side. We are talking about an actual individual with a personality type, particular interests and needs. Your content or article therefore needs to talk to this person or persona if you will in order to capture their attention. In practice you should understand that even though your content will reach many – you should always use information relating to your target audience to envision a persona whom you are talking to with your content.
Developing a persona
It won’t help to make up a nonsense persona, in order to make writing easier. You need to take details into account – where are they from, how old are they, what jobs do they have and of course what problem are you solving for them with your content and product. Also consider how much time they have to read your post and what they hold dear as values. In reality you won’t be able to reach each persona with every blog post as such. But, if you have envisioned your audience in these terms, you can alternate and generate content that speaks to a few personas a month.
Relate through use of emotions
We all respond to emotions, it is human nature. It is a good idea to include content that your personas can relate to by using emotions but in a sensitive manner. Humour can for instance be used to point out the problem our persona is facing or relating to a mother you could focus on the joyful moments, as well as challenges, that motherhood brings. It is about tapping into emotions that exist, without abusing them. This way the reader can relate to your post and would be more open to finding out how you could potentially solve their problem with your product or service.
Be authoritative – with explanation
As an expert in your field, it is important to share your opinion. But if you are sharing your opinion, you have to be able to justify the ‘why.’ Do your research, make sure to reference your sources, and back up your opinion with trusted voices in the industry. You could also show how experience has formed your opinion through case studies. This will make your content more credible, adding to a brand value of trust.