How to Create Content Your Audience Can't Ignore

The goal in creating content initially should not be "create demand" or even "create revenue." This is a mistake too many new companies make when diving into content for the first time.

The only goal you should have when starting out is to create content that resonates.

This means embracing the scientific method, testing as many new ideas as you can, measuring feedback, and doubling down on what your audience seems to be resonating with.

It's important to note that resonance doesn't necessarily equate to sales or revenue. Instead, it's about connecting with your audience on a deeper level and building a relationship with them. Once you find your resonance, you can leverage it for brand recognition, category design, industry recognition, and ultimately, increased revenue.

To create content that resonates, you need to be consistent and experiment with different formats like a video series, blog series, or podcast. Consistency is key when it comes to building an audience and keeping them engaged.

One way to measure resonance is through audience feedback, such as comments, email replies, and shares in communities. These metrics can help you identify what content is resonating with your audience and what's not.

Once you've identified resonant content, you can further test and reinforce it by repurposing your content. For example, you can break long-form content up into bite-sized pieces you can share on social platforms or take related content and put them together in creative ways.

The key to success is to create a loop in your content distribution and repurposing that is a forcing function for resonance. This means continually putting your content in front of your audience and experimenting with new ways to deliver it.

Here are some basic concepts you’ll need in place:

Find your niche

Before creating content, it's important to identify your target audience and what topics they're interested in. Start by researching your audience and creating a buyer persona. Once you know who you're targeting, you can create content that speaks directly to their needs and interests.

Be authentic

People can tell when content is forced or inauthentic. Your content should reflect your brand's personality and values. Don't be afraid to inject some humor or personality into your content. This will help you connect with your audience on a more personal level.

Create a content calendar

Consistency is key when it comes to building an audience. Create a content calendar that outlines your content topics, formats, and publishing schedule. This will help you stay on track and ensure that you're consistently delivering content to your audience.

Use storytelling

People love stories. Use storytelling to create a narrative that resonates with your audience. Your stories should be relatable and relevant to your audience's interests and needs.

Repurpose your content

Don't be afraid to repurpose your content in creative ways. You can turn a blog post into a video, create an infographic based on your data, or turn a podcast episode into a blog post. This will help you reach a wider audience and reinforce your resonant content.

Be flexible

It's important to remember that your audience is not static. As your brand grows and evolves, your audience may change as well. That's why it's crucial to regularly revisit and update your audience personas and adjust your content strategy accordingly.

This will not be fast

Creating content that resonates with your audience takes time and effort, but it's worth it in the long run. By focusing on resonance over revenue or demand creation, you'll be able to build a loyal following of engaged readers, listeners, or viewers who will be more likely to convert into customers or advocates for your brand.

Putting it all together

Now that we've covered the basics of creating content that resonates with your audience, let's dive into some actionable tips and strategies for achieving resonance.

Here is a simple framework:

1. Know your audience inside and out: To create content that resonates with your audience, you need to know who they are, what they care about, and what challenges they face. Conduct audience research, create buyer personas, and use data analytics tools to gain insights into your audience's behavior and preferences.
2. Be consistent: Consistency is key when it comes to building resonance with your audience. Create a content calendar and stick to it, whether you're publishing blog posts, social media updates, or videos. This will help you establish a regular cadence and build trust with your audience.
3. Use storytelling: People are wired to respond to stories. Use storytelling techniques to make your content more engaging, relatable, and memorable. Incorporate anecdotes, case studies, and personal experiences to bring your content to life and create an emotional connection with your audience.
4. Focus on quality, not quantity: It's better to create fewer pieces of high-quality content that resonate with your audience than to churn out a high volume of mediocre content that falls flat. Take the time to research, write, and edit your content to ensure that it's well-crafted and valuable to your audience.
5. Experiment and iterate: Creating content that resonates is an ongoing process of experimentation and iteration. Test different formats, topics, and styles to see what works best with your audience, and use feedback to refine your approach over time.
6. Repurpose your content: Repurposing your content can help you reach new audiences and reinforce resonance with your existing audience. Turn blog posts into podcasts, videos into social media posts, or whitepapers into infographics. Be creative and find new ways to package and distribute your content.
7. Be authentic: Finally, be true to your brand voice and values. Authenticity is essential for building trust and credibility with your audience. Don't try to be something you're not, and don't be afraid to take a stance on issues that matter to your audience.

A few things to think about along the way:

1. How do you measure resonance with your audience, and what metrics do you use to track engagement and loyalty?
2. How do you balance the need for resonance with the need for SEO optimization and search visibility?
3. How can you use content resonance to differentiate your brand and establish thought leadership in your industry?
4. How can you differentiate your content from your competitors? What unique perspective or approach can you offer that will set you apart?
5. How can you leverage user-generated content to increase engagement and resonance with your audience?
6. Are there any emerging trends or changes in your industry that you can capitalize on with your content? How can you stay ahead of the curve?
7. How can you repurpose your content across different channels and formats to maximize its impact and reach?
8. How can you measure the effectiveness of your content marketing efforts and make data-driven decisions to optimize your strategy?
9. How can you use storytelling and narrative techniques to create a deeper emotional connection with your audience?
10. How can you involve your audience in the content creation process and make them feel like they are part of your brand story?
11. How can you align your content marketing strategy with your overall business goals and objectives?

By following these tips, it’s my hope that you'll be well on your way to creating content that resonates with your audience and drives engagement, loyalty, and yes even revenue for your brand.