Content Should Be Relatable to Your Audience

Written by Nick Stamoulis

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It doesn’t matter what kind of business you have, it is always important to have plenty of content on your website to keep your audience happy. That may seem like a simple thing to do, but it is surprising how many businesses have the wrong idea on what this really means. Your audience should always be top of mind while planning your content marketing strategy.

Businesses often get this wrong because they have the wrong idea about what content to create. Here are some common pitfalls to avoid. In doing so, you will be closer to creating content that your audience will embrace.

Don’t Sell to Your Audience in Your Content

One of the most common pitfalls that occur in content marketing is that businesses often try to sell to their audience through their content. This is especially true for B2B companies, but is also something that occur in B2C. Your content strategy should be well thought out and designed to add value to your audience’s lives.

Your potential customers originally gravitate to your content if you give them a useful nugget of information that they find valuable. What this piece of information actually is depends on your industry, what they are looking for, and where they are at in the sales cycle.

Most in your audience agree that being sold to in your content is fairly off-putting. The reason for this is that once they are on your website, they know how to get in touch with you if they are interested in your product or service. A well designed website will give them the opportunity to make the sale without forcing them into it through your content.

Not Being Generous in Your Content

The members of your audience can tell if you are holding back information. This is especially true if you are actually selling information in your products or services. Most companies that have this business model believe that if they give too much away, people won’t want to buy their product or service.

This couldn’t be further from the truth. In fact, the more content you give your audience, the happier they’ll be. Because they loved your free content, this makes them even more likely that they’ll make the purchase. This is because your content delivers a high value, and your audience will assume that your products or services will also deliver a high value.

Besides, when your content marketing is done right, you won’t really be giving them the same information that they have to spend money on. You should be creating content that initially attracts your audience, and then you should have content available for them no matter which part of the sales cycle they are on. When the content is written through these lenses, you don’t stand the danger of repeating yourself in your paid products.

As you know, content is a valuable part of your digital marketing strategy, but this is only true if it is done right. Don’t fall into these traps! Doing so will help you create content that is relatable to your audience.


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