You want people, not robots, to read your blogs and articles. You want to make connections with your brand and what you’re talking about. To do that, you want to make it sound like a human created your content, especially in a world where AI content has become so popular. If your audience connects with your content, they’re more likely to respond to it. That means signing up for your newsletter, reading more pieces, or purchasing a product or service. Today we’re looking at how to humanize your content so your audience knows they’re reading pieces made by real people:
What’s So Important about Humanizing Content?
Image via Giphy by @adweek
According to a data report by Stackla in 2019, 86% of consumers say people use authenticity as a major factor in deciding which brands to support. Humanizing your content makes it more authentic. Business communication sometimes comes across as robotic or greedy if the language isn’t right. If you miss the human angle in your content, customers see your business as an entity that’s out to get as much money as possible. Or, maybe worse, they see your brand as one that doesn’t have time to connect with its audience, so it passes communication off to the bots.
When you humanize your content, you show consumers a different side of your company, the side that wants to help people and solve a particular problem or challenge. When your content shows you empathize with and understand your audience, it makes them more interested in working with you.
How To Make Your Content More Human
Here’s a list of steps to follow to make your content more human:
1. Share Your Values
In 2019, Havas Group shared some data that showed 77% of consumers buy from brands that share their values. Your company values include your mission and purpose for creating the company. An organization’s brand image also includes the major consumer problem you’re trying to solve.
When you use your content to share your values, it helps people understand that there’s a human component to your brand. Your employees care about something other than making as much money or gaining as much power as possible. Add your company values to your website so customers can find them easily. Also, include or mention them in the pieces of content you create, where relevant.
2. Interact With Your Audience
Interacting with your audience is a great way to start conversations and make connections with potential leads. But it also helps you learn more about what your audience wants or needs. Use your social media accounts to create polls about your company’s products or services. Send out surveys in your email newsletter. Find other ways to generate feedback from your audience. Not only will you learn more about what they want from your company, but you’ll also show them that caring human beings run your business.
Related: Copywriting Emails and How To Grab Your Audience’s Attention
3. Address Your Reader’s Struggles
When you write or create content, addressing the readers’ struggles is important. Audience problems can be big or small, and may even address the main reason your business exists. For instance, say you work for an e-commerce website that sells second-hand clothes. One problem your customers might face is finding clothing for a reasonable price. Mention that pain point in your content. Let your audience know you understand their challenges and that your brand exists to help. This approach helps you create a more human presence that relates to your reader’s needs.
Related: 5 Secrets to Discovering Customer Pain Points
4. Highlight Your Creators
Showing your audience that you have real people creating your business’s content helps to highlight the human element of your company. Send out a newsletter with pictures and small blurbs about your content creators. Create a social media post that talks a little about your writers or graphic designers. Add a section on your website that lists your team members’ names and positions within the company.
Whether you have a large team or a small staff, showcasing your company’s people and talent helps you connect with customers more easily. If your brand publishes written content, it’s also helpful to provide bylines for each piece and list the writer’s name and photo with the content they develop.
5. Talk to Experts
Looking for more ways to develop humanized content that are beyond what your team can do alone? Talk with a content marketing agency, like CopyPress. Not only are we experts at helping our clients develop more humanized content, but we make sure the content we create focuses on the keywords your target audience is searching for more information about. From content writing to syndication, we have the services and professionals to help your marketing strategy succeed. Schedule a call with us today!
CopyPress writer
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