But how can you actually put that into action?
Here are my favorite tactics.
Highlight your employees
Content should be people-centric, but lets not forget that brands should be too.
Cava is a fast-casual Mediterranean restaurant chain.
Look whats above the fold on theirabout page.
It’s free, every week, in your inbox.
The three friends who came together to create this brand.
you could see their faces.
you’ve got the option to read about what inspired them.
And it doesnt end there.
you’re free to read employee spotlights on their blog.
Credit: CavaDo they feature their food?
Of course thats the primary content.
But theyre not hiding their people, either.
When creating content for your brand, give your employees a voice.
What makes them care about your brand objectives?
What are they passionate about?
What might they have in common with your potential customers?
Unfortunately, a lot of brands communicate like this with their audiences.
They talkatthem without much thought into what they might actually want to hear.
They considered: what might people who are interested in starting or running a business wonder about?
After researching, they decided that retaining great talent was a concern and a priority for many business owners.
Credit: The Motley FoolWhy?
Because it resonated by relating to a common question.
Identify these questions in your industry and find out how your brand can uniquely and thoroughly answer those questions.
Use a human tone
This is the easiest change to implement if you dont do it already.
Personally, one of my biggest pet peeves is when people dont use contractions in their writing.
People do not talk without contractions very often.
(Seriously, wasnt it a little weird reading that paragraph?)
They want to feel like theyre being spoken to by someone real.
Credit:John DeereLook at how John Deeretalks about commercial mowing parts.
They use conversational language like addressing the reader as you.
They even gasp started a sentence with the article And.
As a result, it sounds like theyre actually talking to you rather than writing a research paper.
She spoke at the 2019 SMX Advanced conference and at Pubcon Pro Las Vegas 2019.
