-Antoine de Saint-Exupery
In our previous post, we ask readers to consider: Why does my brand matter?
Responses to this question can sometimes feel aspirational, and there’s nothing wrong with that. Coming to work every day with a sense of purpose is what drives successful people and businesses.
But here’s the thing… You know the impact of your brand better than anyone. Getting other people to care requires an understanding of what they already care about and how that might relate to what you do.
Exiting the echo chamber
Owners and employees are going to have different views of their company’s brand than their customers– and they should.
Spend 40+ hours a week anywhere, and you’re bound to learn the inner-workings of that place while formulating some strong opinions along the way.
When it comes to content strategy, however, expertise is a poor substitute for empathy.
Knowledge can be a useful tool for people who have already expressed interest in what you do, but sparking that interest requires you to get on your audience’s level in a way that is more relatable than informational.
People care about what already interests them
When was the last time you joyfully sought out information about something you didn’t care about?
Better yet – when was the last time you joyfully sought out information about something you didn’t care about and suddenly started caring about it?
Ideally, your audience could be interested in what you’re selling, but if they didn’t search for it directly, your objective becomes bridging the interest gap.
That bridge is built on content that relates to your audience’s interests first and selling them something second.
It takes patience
Content that builds brand loyalty rarely ‘asks’ for a sale. Instead, it captures attention by relating what you do to the interests and beliefs your audience holds most dear.
This is a great long-term investment, however, it is almost impossible to track in terms of dollars and cents, particularly as it relates to a single effort.
If you’re hoping for a quick shot of sales-serum, your efforts would be likely better placed elsewhere.
How can I get started?
If you’re up to the challenge of shaping your brand’s content yourself, try not to lose sight of these three truths:
- You are not your audience.
- It’s a lot easier for people to care about what they already care about.
- Keep writing and creating and don’t expect your efforts to pay off immediately.
Bear in mind also that there is no one-size-fits-all solution to your brand’s content.
Keep an eye on social shares and web traffic through Google Analytics to get a sense of what people are gravitating toward and try to build on these successes.
Not your cup of content?
If you’re having a hard time getting out of your own head, or if you come to the realization that you have more pressing matters to attend to than copywriting and social media posts that’s what we’re here for.