Building compelling and great content is a choice. You can choose to take things easy and write your content poorly, or you can want to put in the necessary work, and give your time and effort to come up with content that can connect with your audience. Your path is clear, for you to communicate with your audience you need to have great content. If you write engaging and original content, search engines will boost your site and help you get exposure. Now, the question is, how can you build authoritative content that can connect with your audience?
Luckily for you, we have the answers.
#1 Find out what your audience already knows, what they want and what they need:
Forgetting to figure out what your audience knows, wants and needs might be your biggest mistake if you want to create great content. If you’re going to connect with your audience, you need to understand how they think and what they want to know. When you’ve created content that’s above the level of your audience’s understanding, you won’t be able to connect with them and end up losing them.
How to get to know your audience better:
- Research
- Ask what they want and need
- Do a survey
- Observe their purchasing patterns
It may be time-consuming to try and understand your audience, but when done right, you’ll end up delivering high-quality and relevant content that your audience would want to explore further.
#2 Never assume that your audience will care:
Most of the time, no matter how much time and effort you put into your work, only a few would realize why your content matters. That’s why you should never assume that they will care, you should be the one to make them care and understand why they should bother.
How to make people care:
- Spend time with your audience
- Create content that answers their questions
- Make your content useful to them
- Show them that your content is essential and better than that of your competitors
Once your audience understands that what you’re doing is important, they’ll care for it.
#3 Create content that everyone can understand:
It’s understandable that people within your industry will understand your content, but what about those people out of your industry? That’s why, when writing content, try to read it from different perspectives.
How to make content that everyone can understand:
- Try to look at your content through a child’s eyes
- Try to understand your content through an adult’s mind
- Allow the web design of your site further enhance the understanding of your audience
A child is full of curiosity, and won’t be afraid to ask questions when they can’t understand. An adult has gone through a lot of things, and won’t easily be fooled by nonsense. If you want to come up with great content, you should meet a child’s curiosity and an adult’s knowledge halfway.
#4 Inspire people with your storytelling:
You may have read a lot of times that one of the best ways to inspire your audience is to tell them a good story. This is not something that you can take lightly. Stories have been a way for people to learn lessons, form ideas and broaden their knowledge.
How to make a good story:
- Make your audience the hero of the story
- Don’t exaggerate
- Clearly share your answer to your audience’s question
When writing your content, it should be a story; it should have a beginning and end. The opening should be your audience’s question, and the end should be your solution their question.
#5 Show them how to implement your answer:
It may be easy to answer, but it would be difficult to make your audience know how to execute your answer. Never assume that they will automatically understand how to do it.
How to make your audience execute your answer:
- Make your answer or solution actionable
- Your response should be substantive
- It should be a step by step process
If your audience can do what you told them to do in your answer, there’s a high possibility that they will take action. Once they’ve made the step and see that your process works, it would be easy for them to connect with you and trust you.
When people are engaged and have connected with what you’ve written for them, you wouldn’t need to persuade them further. Content that is interesting and informative is your best sales pitch. If you’ve made and presented your content well, you’ll be able to stand out as someone credible and with authority to your audience. Don’t force your content to come out strong, instead work hard on it and let it serve as a bridge for you to connect with your audience. Show them what you can offer, and once they see you bring value to the table, their interest would lead them to you.
