You probably worked hard on your content, spending countless hours on research and its actual creation. Once published though, you find that a lot of your audiences take one look at it and forget all about it a few minutes later.
What’s that all about?
Here’s how you can make a more lasting impression, pushing every person who views your content to remember everything about it beyond the first 10 to 15 minutes.
Go for the emotional element.
This piece of advice just never gets old. Emotions allow you to connect to your audience on a higher level, simply because it adds that human element to your content. Creating content that’s devoid of any emotion means you might as well target a group of robots as your primary audience.
Go for what makes people happy. Or sad. Or angry. Things that make people want to stand up and take action. You can tell stories about real life, or create metaphors that use daily human experiences.
These emotions make people feel that you’re speaking directly to them, mostly because of the effect that you have on their reactions. At that precise moment, you immediately become part of who they are, something they won’t forget that easily.
Trust your buyer persona.
A buyer persona describes everything about your ideal audience. This includes demographics, career info, interests and preferences. The more specific your buyer persona is, the more effective it will be.
How does it help? Basically, your buyer persona describes who you’re speaking to when you create content. The more you base your content on your buyer persona, the more appealing your content will be. Skipping the buyer persona will make you lose your direction. You might end up creating great content, but not making any impact at all.
So if your Jane Doe loves comedy, inject some humor into your content. If your John Smith works in Human Resources, create content that describes the situation from an HR point of view.
Choose the right platform.
The platform you use could also dictate the kind of audience you get. It’s not just about looking at which platforms reach the most audiences. It’s also about knowing what kind of audiences you’re reaching.
Let’s say you’re writing content geared towards people nearing retirement. Do you think Snapchat would be a good channel to use? I don’t think so. Only 2% of Snapchat’s users are over the age of 55, so even if Snapchat has over 60M users in the US alone, I don’t think the 98% would be interested in what you have to say.
Choosing the right platform means reaching an audience that, ideally, is already interested in what you have to say. This makes the response and retention rate a lot higher.
Keep it simple.
The harder it is to process, the easier it is to forget. That’s the most basic explanation as to why you probably forgot everything your chemistry teacher said 5 minutes later. The same can be said about content.
You don’t impress your audience with your deep industry jargon and your complicated explanations. You’ll only make them confused and disinterested. Keep everything easily digestible, and it will be easier for them to remember the most important points.
Make it pop.
Sometimes, content creators get into the mindset of consistency. Although being consistent is good, being too consistent in all aspects of your content can make things too repetitive and boring. In short, it makes it easier for people to shrug your content off. They forget about it as soon as they see it, thinking that it’s just the same as the last one.
Don’t be afraid to do something different every so often. When you do something unexpected, people have the tendency to react more. It also pushes your audiences to see something different, something that pops out of the woodwork and makes them stop and pay attention.
Use a different format, or discuss a topic you’ve never covered before. Try a different approach and find ways to intrigue your viewers. The moment their interests are piqued, expect the moment to be captured in their memories far longer.
When it comes to your content, you can’t let your audiences get used to dismissing what you have to say. What’s the point of getting your content out there if it doesn’t make any impact at all?
Inject these tips into your content creation strategy and see where it takes you. Just remember not to let go of the other basics in your attempt to make that shift. Add emotions, but don’t overdo it that it comes across as too theatrical and unprofessional. Base your content on your buyer persona, but make sure that persona is well-thought of and well-researched. Choose the best platform, but you can make an appearance on other platforms as well (especially if you have the resources to monitor all of them). Keep your content simple, but don’t be too safe that you lose all elements of excitement. Lastly, make your content pop, but stay committed to your end goals and corporate values while doing so.