But theres one I always come back to one that applies to every single thing youll ever write.
Content needs to be obviously relevant to its audience.
The importance of relating to your audience
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After all, something isnt newsworthy unless it impacts people, right?
Credit:BuzzSumoWhen looking at this, its pretty clear who is potentially impacted by each story.
Humans are empathetic, which is why emotional connection is a wonderful way to relate to others.
People strongly respond to content where they feel something.
You see it in viral content all the time.
Lets take shared surprise, for example.
Which colors do you see??
The confusion, disbelief, and lighthearted debating was shared by thousands.
And sometimes all it takes is shared joy and humor.
this is the best tiktok i’ve ever seen in my entire LIFEpic.twitter.com/h7Q4TVO8qd
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Marketers and content creators shouldnt underestimate the power of these types of shared emotional experiences.
When brainstorming content ideas, dont just think about topics: consider what emotions are associated with those topics.
For example, for home improvement, its not just about fixing up your house.
Come up with ideas that speak to these feelings.
Relating through demographics
There are different ways to see yourself in content.
Its partially why millennial content does so well, in my opinion.
Credit: BuzzFeedIm a millennial, and I just needed to see what this has to say.
That article got more than 300,000 Facebook engagements.
It certainly caused a buzz.
But theres not just age.
Geography works great, too, as illustrated in this project my team created for Porch.com.
Now, tell the truth.
Did you look at your state?
You could unearth brand new insights you didnt even think about before.
Emotions, in particular, should be examined.
This touches on my primary recommendation for relatable content at this point in the funnel:resolve conflict.
Conflict is the center of nearly everything: Every story, every decision, every action.
Buy Me A Coffee presents a great example of accomplishing this goal right when someone lands on your webpage.
Credit:BuyMeACoffee.comIn just four words, I know the problem and the solution.
Creators (all kinds of artists, YouTubers, tweeters, bloggers, podcasters, etc.)
dont always make a lot of money (or any at all).
Now lets see a couple of these elements in action for a more expensive product.
The problem is more inferred here your home isnt reaching its fullest potential but its there all the same.
How to utilize this strategy:Understand every problem your potential clients/customers/readers have.
Im sure you already know some, but there are probably other, less obvious ones.
This is an excellent way to gain insight into whats troubling them.
For example, using UberSuggest and our home security example, these two keywords reveal two problems.
you’re able to also ask your current clients/customers if these problems resonate with them and why.
Conclusion
Dont focus on what you want your audience to know about your product or service.
As a fun, relevant exercise, pause the next time you see content that engages you.
She spoke at the 2019 SMX Advanced conference and at Pubcon Pro Las Vegas 2019.
