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Building on Your Strategy: Creating Real Value and Resonating with Your Audience
The thing about content marketing is that it should not feel like marketing to the audience. So you've decided to engage in some serious 21st-century content marketing. You've taken the first steps by drilling down on who your audience is and deciding which type of content you want to use to power your campaigns. For a deeper dive into audience research, check out this guide from HubSpot. You've also chosen the tools to use. Remember when I asked you to consider the challenges your audience faces in real life? Let's build on that point.
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Let's say you own a local bakery, and you want to use content to not only let folks know your shop exists but to also engage them. Right off the top of my head, in this scenario, creating guides and short videos that teach folks how to bake or offer baking tips would be awesome.
You can use tools like Canva to design engaging visuals or YouTube to share video content. In this case, you are providing real value to your audience while promoting your brand. This strategy could also open up opportunities for e-commerce and much more. While helping solve everyday issues, your content should also be engaging.
One of the best ways to engage folks like me is with humor. I like funny. For more on the power of humor in marketing, check out Buffer's article on using humor. I never considered myself a podcast kind of guy. By that, I mean I don't listen to podcasts like most of my friends do, but I love "Conan O'Brien Needs a Friend" because it is funny and devoid of any controversial topics.
The thing is, because Conan uses humor in all aspects of the show—including when reading commercials—I find myself looking forward to him reading those promotional spots.
Others are drawn to altruism. Starbucks does this very well, and so does McDonald's. For more on how Starbucks engages audiences through social impact, read this case study from Sprout Social.
Choose your company's passion projects and causes you support, and create content around that. This type of content not only highlights your brand's values but also resonates deeply with audiences who care about similar causes.
For example, if you are passionate about sustainability, create content that showcases your eco-friendly practices or collaborations with local environmental groups. Tools like Hootsuite can help you manage and schedule these posts to maximize reach.
Creating Engaging Content That Resonates
If you are providing a solution to a real-life problem, you are halfway there. But your content should also entertain and engage. Going back to the bakery example, consider making short, funny videos about baking disasters or relatable moments in the kitchen. Humor is a universal way to connect, and if you can make someone smile, they are much more likely to remember your brand.
Altruism is another way to build a deep connection. People like to support brands that stand for something. For example, if you are a local bakery that donates leftover bread to the homeless, make that a part of your content strategy.
Showcase the impact you are making and encourage your audience to be part of the cause. You can leverage platforms like Instagram to share stories and photos, which often resonate well with audiences interested in social causes. This kind of content not only humanizes your brand but also shows your audience that you care about more than just profits.
Case Studies in Engaging Content
Conan O'Brien Needs a Friend (Humor): Conan uses humor to make even promotional content engaging. For more insights on using humor effectively, check out Neil Patel's guide to humorous marketing. This shows that injecting personality and entertainment into your content can make it memorable, even when it's an advertisement.
Starbucks (Altruism): Starbucks is known for its commitment to sustainability, and their content reflects that. They create posts and videos about their efforts to reduce environmental impact, which resonates with customers who share similar values.
Content marketing is about building a genuine connection with your audience. Whether through humor, altruism, educational content, or storytelling, your content should feel natural, engaging, and valuable. Start by understanding your audience's needs, choose content types that fit those needs, and ensure that you're offering something that adds value to their lives—whether it's a laugh, a solution, or a sense of purpose.
Each type of content serves a different purpose and targets a different audience, but what they all have in common is their ability to connect, educate, and build relationships. By understanding which type of content best serves your audience, and by using the right tools to execute your strategy, you'll be well on your way to seeing meaningful results.
Remember, you don't have to do it all. Start small. Choose one or two types of content that make sense for your audience, use the tools that make your job easier, and stay consistent. Consistency, as always, is the key to building trust and driving long-term success.
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