How to Create More Relatable Content and Better Digital Engagement

By Lisa Apolinski, CMC

Ready for an astounding fact? According to Siteefy*, 1.5 quintillion bytes of content are created every day, and that is expected to more than double by 2025. Safe to say, that is a lot of content being added to the internet daily (this article included).

With so much content being added, many organizations wonder how they can create content that can stand out from this endless digital sea and not only be read, but have strong engagement. The key to rising above this digital noise is to create content that is relatable. Having relatable content equates to having content the readers can see as applying to them, which means they will remember the content, share the content, and act on the content’s message.

Here are key steps in creating content that is relatable and will lead to better digital engagement.

Step 1: Articulate the Why:

In order to start to relate to the content and brand story, customers and prospects need to hear the brand purpose – the why an organization exists. This goes beyond products and services. This encompasses what an organization is known for. Is the organization hoping to impact a community or underserved group? Is the organization hoping to share knowledge so customers can make the best possible decisions? Is the organization wanting to share tools that allow clients to have less stress and more success? How an organization articulates the why is key.

A good rule is completing this sentence: At XYZ organization, customers will [add action phrase] by using [add tool or knowledge to achieve action phrase]. As an example, if a company is in the service industry, the company could state: at

Bob’s Auto Repair, customers will receive service that fixes the issue right the first time at a fair price by using the extensive knowledge and tools from our well-trained mechanics. This sentence focuses the purpose for the customer journey versus the company’s services.

Step 2: Identify the How:

Staying focused on the customer to keep the communication and content relatable, the next step is to identify how an organization can help customers or prospects go from where they are now to where they want to go. This involves understanding what success would look like for the customer or prospect, and how the solution provided by the organization helps the customer or prospect get to that success point. This is not selling – this is solving. By identifying how the organization can assist in the success of the prospect, the communication and content can share that, thus helping the audience make the connection from roadblock to success.

In the above example, by leveraging the extensive knowledge and strong training of the mechanics, customers are able to learn what is wrong with their vehicle and discuss the best route to getting the car back in working order that is also safe. Customers can then have a conversation with the head mechanic on options and pricing to determine what the best course of action would be, and trust that the work will be done to industry standard at a fair price. Sharing the what comes into play by sharing stories that highlight these areas and help the audience see themselves in the story. The story paints a picture of what the new possibility for success looks like. By using an organization’s products and services, what can be achieved by the audience? What types of success can the audience achieve with the help of the organization and the service offering?

Storytelling puts the focus again on the customer and the end goal of the customer’s journey. The organization is in the background as mentor, providing the guidance, tools and knowledge to help the customer find success. These stories share a testimonial of a prior client’s engagement, which gives the audience a person that is relevant to their situation and has a scenario that is relatable to their current set of circumstances. That new possibility for the audience is shared in a parable and paints a new future where the roadblock is removed and the customer can achieve success. Again, the focus is on the customer and his or her journey, not on the organization and the products and services that they offer.

In all of these steps, the focus is consistently on the customer – why the brand focus is relevant to the customer, how the products and services help the customer achieve the goals s/he has outlined, and what the new future would look like for the customer with assistance from the organization (in the form of knowledge and tools). Creating content that is relevant, in its core, is to make the customer experience the center of that communication. And by focusing on the customer, great digital engagement will be the result.

Lisa Apolinski is an international speaker, digital strategist, author and founder of 3 Dog Write. She works with companies to develop and share their message using digital assets. Her latest book, Grow Your Market Share In A Zombie Apocalypse, provides expert insight and tips for businesses wishing to survive unimaginable economic conditions. For information on her agency’s digital services visit www.3DogWrite.com. siteefy.com/how-much-data-and-content-is-created-every-day

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