4 Ways to Create Content That Speaks To Your Readers – Not Above Them
Published on February 18, 2020
In today’s media landscape, content is king. It’s vital for everything from maximizing search engine optimization to getting free shares on Facebook and Twitter.
How can you make sure your content is as effective and accessible as possible? A lot of your blog’s success comes directly from the language and voice that you use.
Here are a few ideas that will help you speak to your readers, rather than above them:
1. Use Language Your Audience Knows
Before you write, get to know your target audience. Think of the specific types of people you’re trying to reach and research them across social media – observe how they write and behave through posts and comments, and try to get a hold on the style of content that they’re already reading.
Once you know your audience and their preferences, you’ll know how to better write for them. Use their language to your advantage by including the key words and common phrases that you see crop up again and again. And while this trick makes your content more accessible to readers, it will also give you a serious edge in SEO at the same time.
2. Don’t Get Bogged Down in “Brand Speak”
While it’s good to include the sort of specific details and industry know-how that your audience is looking for, don’t just write like a robot, rattling off keywords like a string of ones and zeroes.
Avoid technical jargon and insider acronyms, and don’t overuse industry-specific terms (unless you’re ready to explain them in plain language as well). The most important thing is to draw in your reader and make them comfortable with your voice and ideas; lay a solid foundation of knowledge so that the heavier, harder-to-grasp details can be built in later.
3. Avoid Assumptions
When you assume… We’re going to guess that you can fill in the rest.
Don’t go into every blog post or multimedia piece with the assumption that your target audience knows everything about your business. Take every chance you get to explain who you are, what you stand for, and what makes you stand out in your industry or field. For that matter, be sure to give insight into industry conditions and standards whenever possible.
When you successfully provide your readers with all the context - both positive and negative - that they need, you seem trustworthy, giving your business the sort of authenticity that turns readers into clients.
4. Be Conversational
Think of the most compelling conversationalist you know – maybe an old business partner or a popular friend from college. Odds are, a talk with this person was full of back-and-forth banter, winning stories, and more than a few jokes. Why should your content be any different?
There are certainly times when your content should take a high and mighty tone; the rest of the time, don’t be afraid to write the way that you – and your readers – talk.
When you feel it’s appropriate, use slang or more casual language to make your readers feel like you understand them. It can also be effective to speak to your reader, literally: Use the first and second person (which focus on “I” statements and “you” statements, respectively) to make your content feel personal and even intimate.
And when possible, structure your content to read like a conversation: Try formatting your articles as lists or alternating questions with answers to create a flow that makes your reader feel like part of the discussion.
Have any more questions about content marketing strategies? Want a hand creating shareable content for your site? Geek is here to help! We’ve got the team and the experience necessary to meet the all of your growing business’ needs.