How to create relatable content
Over the last few years, we’ve seen the impact online marketing makes on reaching your target audience. This can be done through a variety of approaches on a website or social media page. For some, the focus is on blog posts and service pages. With that in mind, relatable content creation is encouraged as the best strategy for digital marketing. But what does relatable content mean?
Relatable content is content that we produce that is (Googles synonyms for ‘relatable’) responsive to our target audience’s interests. Relatable content is a priority because it is one factor that positively contributes to conversion rates. The more relatable your content is, the more likely someone is going to continue to visit your site and engage with your services. Whether your goal is to build website traffic or increase sales, having relatable content is the first step.
How do I make relatable content?
I’m glad you asked! There is not one singular way to make relatable content. In fact, there are multiple different ways to create relatable content that depend on the medium you are using. For the sake of this blog, we'll focus on producing relatable content on a website. We have some really helpful resources on producing relatable content through social media, if that tickles your fancy. In this blog, we'll focus on three basics that can serve as a great jumping-off place. These points cover the language, content, and timeliness factors that go into successfully creating relatable content.
Language your ideal client uses
This may feel a little convoluted, so we'll break it down. Focus on the lingo your ideal client or target audience uses. Lingo is different depending on where you are in the country. For example, some areas may use "cannabis" more than "weed,” or "bud" more than "marijuana." So, reflect that in your website content! Most business owners are surprised by the impact that language has on a client's choice of business. For many buyers, feeling like the business selling to them understands them is immensely important. The lingo you include on your website gets you closer to accomplishing this. For the clients that you haven't engaged with before, this can be a good first step to building trust.
A common complaint from people pursuing companies is feeling that the company is disconnected from them. This can be for a variety of reasons, including outdated or irrelevant language on a website. So, let's make sure we don't make that mistake with our website strategy!
Include questions your clients ask you
I strongly encourage you to do more than just update your FAQ page. The questions your clients ask you show what is unclear about your business, products, or services – take them seriously! This is where utilizing your website's blog can come in handy. If more than three clients ask you the same question or ask about the same topic, it's time to make a blog post about it. Something to keep in mind is if they have asked you, they've also probably Googled it too. Since showing up on Google is practically vital for any business to survive, we want to make sure our business is showing up there, too.
Creating a blog post about the questions your clients ask you is helpful for a few different reasons. One, it now has a permanent place on your website that will continue to build SEO. While it might not happen immediately, that blog post you made answering that question will begin to show up more on Google. The more it shows up, the higher the possibility of increasing your website traffic is. Two, it's likely a legitimate question that many people have. Providing your expertise and knowledge about a topic is one step in building the know, like, and trust factor. The more someone is able to feel like they can trust your business, the more likely they are to frequent your products or services, which in turn results in more doll hairs for you!
Timeliness of content
Think "read the room." Timing is everything. This goes hand in hand with addressing the questions your clients ask. Many factors go into the timeliness of blog posts, including events in the community, country, and world, as well as pop culture. This list isn’t comprehensive, but it can be a good place to start. There are two additional factors I'd like to discuss more. The first is considering relevant published research. It's helpful to consider recently published research related to your services or products. Often, people are interested in research findings, but don't always know how to interpret them or, sometimes, where to locate them in the first place. If you feel that your business can provide this information with integrity, go for it! It's a useful way to showcase your knowledge and gain authority in your field.
The second factor is incorporating relevant state and federal policy changes. In the recent years, many policy changes have been implemented that both directly and indirectly impact cannabis. For most people, staying up to date on these changes helps them decide how to engage in the community around them. Similar to interpreting research, some people may have a hard time understanding what these changes mean. Take this as another opportunity to provide your audience with valuable information and build their trust in your business!
Bringing it all together
Relatable content is monumentally important for capturing an online audience. While there isn't one authoritative way to do it, these strategies can help you get started. If you feel like your business could benefit from additional support in creating relatable content, reach out to us! We're happy to provide an individualized approach to assist you in achieving your business goals. When you’re ready to begin content marketing, follow these steps:
3. Beef up your content game.