It’s somewhat funny to think that the more society craves and romanticizes technological advancements, the more it also yearns for human connection. We want to have our cake and eat it, too.
We want to reap the benefits of technology but in a way that feeds the most basic of human needs. Heaven forbid we make peace with the fact that face-to-face interaction might just be healthier for our social well-being in the long run.
There are some ways in which we, as marketers, can seek to encourage connectivity, though. Across the content marketing landscape, this is evident in the understanding that your digital audience personas are more than just rigidly defined segments. They’re made up of individuals, driven more by unified pain points than general demographic labels.
Additionally, strengthening the connection between brand and customer comes from effectively appealing to the human element in your content. Here are some ways to do just that.
Show, Don’t Tell
Studies have shown that content recall tends to be significantly higher for visuals as opposed to the written word; 65 percent versus 10 percent respectively (measured three days after consumption). This isn’t surprising for a variety of reasons. For starters, many people simply learn better visually.
In addition, seeing actually is believing. If you’re trying to infuse a human element into your content marketing, consider using photos and video to strengthen brand narrative. When people not only read about people but see them, it gives them a strong point of reference they can connect with intimately.
Develop Content Around More Than Just Keywords
Sure, creating content with relevant keywords in mind benefits your overall SEO strategy. However, it doesn’t mean your content should read like some kind of marketing mad lib.
There are many examples of successful brand storytelling to pull from when developing your own tone of voice and strategy. Learn from those who have successfully harnessed human emotion to connect with their readers. Use those feelings to drive home how you want your finished product to come across, rather than just defining the number of phrases it needs to make mention of per paragraph.
Take Your Product Out of the Equation
If every piece of content your team has written reads like a sales pitch, it’s time to gather the team and call an editorial meeting. Audiences aren’t dumb. They know products exist and how to go about buying them should they want to.
You rephrasing the benefits or your product over and over again via 300-word blog posts isn’t helping the cause. Instead of shoving blatant sales propaganda down their throats, consider instead focusing on the relevant problems and questions they’re in search of solutions for. Help them more than you sell to them and you’ll inevitably create content that connects with people.
Translate Audience Insights Into Narrative
The beauty of how technology like artificial intelligence (AI) is evolving the content marketing landscape comes through in its ability to provide deeper, more actionable audience insights. With this kind of information at your fingertips, you can begin to develop more complex stories that people actually want to read instead of simply trying to hook them with the perfect headline.
Based on how visitors engage with content being created, change direction and focus on enhancing high-performing pieces through atomization. This will not only further the human element across your digital content assets, but aid in strengthening cohesion in your overall content marketing strategy over time.
How does your brand aim to embrace the human element through the use of content? Let us know in the comments below.