How to avoid a disconnect between you and your market
Content creators who are looking to establish themselves as thought leaders often assume that they must be the main focus of their content. After all, you’re a leader aren’t you? Remember that any good leader knows they’re a support system, and thought leadership is no different.
The idea is to engage an audience, not place yourself on a pedestal.
When it comes to creating content for your firm’s blog, your first thought may be to really sell yourself and your services… “This is who I am, this is what I’m selling. This approach may not be technically wrong – you definitely need to introduce yourself and your firm’s purpose – but it’s also missing a very key ingredient.
What ingredient might that be? Value.
The connection you make with your market should not be centred on an egotistical approach. You’re not the main character in this story — your client is the hero and your firm is their sidekick. You’re the one that guides them on their journey. You support and protect them (in a business sense of the word).
With regards to content marketing, I find it crucial to establish value that directly relates to your reader in every piece you craft, to build your profile and your thought leadership strategy.
How do you avoid this disconnect and instead establish your bond with your reader? Let’s examine a few tips:
Know your consumer
To better appeal to your clients and prospects in a valuable way, you have to truly know who they are. Ask yourself who your audience really is and, based on that answer, how you showcase your business to them in a way that demonstrates value.
Avoid irrelevant content
Again, content shouldn’t focus wholly on yourself or your business. It should offer your clients valuable information that is relevant to their interests and needs, as they pertain to their industry. What information does your market need? What information do they want? How can you best give it to them?
Utilise analytics
If you’re totally lost as to who your audience is, how to deliver content to them in the best way and what they’re currently interested in, you certainly aren’t using analytics to the best of your ability!
Analytics are stats and data based on your audience, such as their median age or what social media sites they use. Use analytics to get to know your audience. When you know your audience, you connect with them more easily.
Use language they understand
Want to feel like your audience really cares about what you mean to them? First they have to be able to understand you.
Sometimes content creators go a little overboard with trying to make themselves appear smart and technical. While that may have worked for you in your university essays, it’s actually detrimental to your connection with your audience. Leave the complicated jargon at the door, or explain it when it does come up and is absolutely necessary.
Finally, establishing a bond with your audience has one very big benefit: it creates loyalty. When your clients and consumer base feel like your business truly means something to them, they’ll remain loyal to you for as long as you foster that connection.