![]() “Content created only to further a search engine ranking is a massive waste of time and effort,” says the fabulous Ann Handley in Everybody Writes, her go-to guide for creating ridiculously good content. Honestly? She’s spot-on. “It’s far better, long-term, to create useful content that solves customer problems, shoulders their burdens, eases their pain… [and] creates a connection.” Good writing doesn't just string words together. It dives deep into what your audience cares about, what keeps them up at night, and what genuinely lights them up. Content that’s just trying to game the system for better search rankings is missing the point. Great content is about connecting with humans—not beating algorithms. As Ann says, develop an almost pathological empathy for your audience. Yep, you read that right—pathological. Egads! What Does Pathological Empathy Even Mean? Sure, “pathological” sounds pretty intense. Imagine being so focused on your audience that it borders almost on obsession. It's what transforms your content from ho-hum to unforgettable. But how do you know what people really need? It’s simple (but not always easy). Get to know your customer like they’re your best friend. Listen to their concerns, pay attention to the questions they ask, and understand the problems they’re trying to solve. When you care that much, it shows up in your writing—and your audience can feel it. Your Audience Is Your North Star (So Speak Their Language) Every piece of content you create—from your About page to blog posts, emails, and everything else—should speak directly to your customer’s needs and goals. It should feel like a conversation, not a monologue about how amazing your company is. Instead of bragging about how great you are, flip the script. Show your audience how you can make their lives better. How? One of the simplest ways is by using “customer-centric” language. Swap out phrases like “We offer” or “Our product does this” with “You get” or “You’ll benefit from.” When you shift the focus to what’s in it for your customers, they’re far more likely to stay engaged. For example: Company-centric: The most advanced project management software on the market. Customer-centric: Get your projects done faster, with less stress. Here’s another example: Company-centric: We offer cloud storage solutions for small businesses. Customer-centric: Securely get to your files anytime, anywhere—no hassle, no worries. And one more: Company-centric: High-quality skincare products using natural ingredients. Customer-centric: Enjoy glowing skin, naturally—minus the harsh chemicals. 💡 Quick Tip: Count how many times your content says “we” versus “you.” If “we” is winning, it might be time for a rewrite. The best way to keep people engaged? Talk about them—not you. What’s In It for Your Customers? (Hint: It's All About Them) Be specific about the value you offer customers, not just what you’re selling. As Harvard Business School marketing professor Theodore Levitt once said, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” Your customers are focused on results, not features. How are you making their lives better? Maybe it’s saving them time, reducing stress, or simply giving them a reason to smile. Whatever it is, focus less on features and more on how your product or service helps them. Ditch the Megaphone Creating quality content isn’t like shouting into the void, hoping someone is listening. It’s about starting a conversation that draws your readers in and makes them feel heard. So, get a little psycho (in the best way possible) about truly understanding your audience. Let genuine empathy guide your content strategy—and see engagement explode like a firecracker on the Fourth of July. Want to create content your audience can't ignore? Let's dive into what makes them tick—and how you can speak their language. FAQs 1. How do I gather insights about my audience beyond direct feedback? If you don’t have direct customer feedback, there are still plenty of ways to get inside your audience’s head. Social media, online forums, and competitor reviews are great places to start. What questions are people asking? What issues keep coming up? By listening to those conversations, you’ll gain a clearer sense of what matters to your audience. 2. How do I balance SEO with customer-focused content? Balancing SEO with customer-centric content doesn’t have to be a tug-of-war. Focus on answering your audience’s real questions while weaving in keywords naturally. When you write with empathy and an understanding of your audience’s needs, SEO often takes care of itself since search engines reward helpful content that delivers genuine value. 3. How do I measure whether my content is resonating with my audience?
Clicks and views only tell part of the story. Metrics like time on page, social shares, and conversion rates reveal whether your content truly connects. Even better, look for direct engagement—comments, questions, and feedback are strong signals that you’re hitting the right notes. Over time, those patterns will guide you in creating content that consistently resonates.
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Got smart ideas tangled up in your brain? Here's how to spin them into content gold that delights your audience!
(The fabulous Ann Handley created this brilliant infographic.) |
Melissa JonesCommitted to delivering clear, impactful business content that helps you communicate your value and connect with your audience. Archives
January 2025
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