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Content gives you a great way to connect with your audience. It can help you increase your audience, provide value, create engagement, and earn other benefits. But it has to be content that works. If your content is failing to attract or engage visitors, it’s possible you have a problem with content promotion to make it visible. Maybe you have top-notch content, but no one is seeing it.
Yet it’s also possible that the problem is with the content itself. While your goal is to connect with your audience through content, you may actually be alienating them. Let’s look at some elements that can alienate an audience and what you should do instead.
Image via Flickr by slimefarmer
Content that connects usually sounds like a good conversation. This can refer to the style of the writing, but it goes beyond that. In this case, we’re talking about the perspective of your content.
Are you talking to your readers and having a good conversation with them? Are you listening to them? Or are you being the person people avoid because you’re always talking about yourself and barely notice their existence?
It’s easy to get stuck on how to present yourself when you’re creating text and images on a computer, but you have to think of the people interacting with your content. Effective content should be focused on providing value to your audience. This means helping them, entertaining them, or benefiting them in some way. You should be focused on who your audience is, what they’re interested in, and what they’re looking for from you.
Your topics and your language should be focused on the audience. Other types of writing, such as press releases, require a different focus, but content that’s intended to connect with an audience should include more second-person references (you, you, you) rather than being filled with first-person pronouns (me, me, me).
This is true of blog posts and social media content, but it can also extend to web pages and sales copy. Rather than focusing on your company and its products or services too much, you should be telling your audience what your offering can do for them and how they’ll benefit from working with you.
You shouldn’t entirely take yourself out of the conversation, but make sure your focus is on how your business will benefit your audience rather than always talking about your business. When you find the right people to talk to and tailor your content to them, many will turn their attention to you and want to know more. That’s how a good conversation works.
Don’t push your visitors away with your content and your user experience. Draw them in and keep them engaged with simple methods.
Have you thought about what your company might be doing that could alienate your audience? Consider your content and user experience from your audience’s point of view to find areas for improvement. Overall, focus on putting your company’s messages into the context of how to relate to and benefit your audience.