The internet is overcrowded with multiple voices making it harder to create content that helps your business be visible.
You might cringe at the thought of creating content for your social media platforms, blogs, podcast, or YouTube channel. Some days you might feel inspired, but other days you want to run and hide.
All of this is perfectly normal. After all, we are human beings who crave connection, and although our lives are becoming more virtual, we still long for that authenticity and meaning.`
Content creation doesn’t have to be so difficult
Creating human-centered content can be done using the skills and knowledge you already possess. Let’s break this down so you understand the relevant strategies and sections of your content.
You can’t overlook the benefits of building relationships with your clients, but do you know exactly who your ideal client is?
As your business grows and evolves, your ideal client may shift and change too. It is worth taking the time to review your ideal client work every six months to ensure you are still engaging with clients you want to work with.
In my book Live It Love It Sell It, I cover ideal client work in more detail, and I like to think about them in terms of the emotions around their issues and goals. This allows you to provide them with solutions that match their emotional needs, leading to a greater connection. They feel heard and understood.
Here’s a handy exercise you could try. Spend five minutes picturing one person you would love to work with. Imagine yourself stepping into their world and experiencing it for 24 hours. What do they need? What’s lacking for them? What are their challenges?
When you fully understand who your ideal client is, you can begin to create content targeted at the right people, with the messages and solutions they need to hear. You need to put them first and engage with them on that human-centered level.
Not only is it vital that you understand your ideal client, but you also need to know who you are and what your business offers and represents. We all crave that human connection, but how does that transfer to your content creation?
Your Business Brand
In its simplest terms, human connection is the ability to show up as the real you, using your language, your values, and your ‘isms’ (which is the best bit!). Nobody does you quite as well as YOU do! I call this your UHP – Unique Human Proposition®
By adding your personality into your business content it allows any potential clients to get to know the real you, engage with you, and step onto the ‘know, like, trust’ train.
Knowing your core values is a fabulous way to start when it comes to identifying your business brand. When I do my coaching sessions I include an exercise on core values that helps my clients connect with their WHY – why they started a business, why they want to do what they do, and why they want to continue running a successful business.
Build your online content around your client’s issues, but share the solution or message as if you were standing face-to-face. Show up and be yourself because this gives your audience the chance and opportunity to do the same. Create a safe space for your potential clients.
Let’s Get Personal
Some of my clients worry about sharing their personal stories online, and I understand that. When I talk about sharing your story, I don’t mean pouring out all your family secrets for the world to see. Some of your life stories will be relevant to your business and content creation, but most of them won’t be.
If you are a life coach offering support and guidance to women with eating disorders, then sharing your personal journey through something similar will help your audience see you as someone to trust. You’ve been there, done that, and worn the t-shirt, and can fully relate to the issues of your ideal client.
An accountant who once had an eating disorder might not need to use that same story even though they have worked incredibly hard on their recovery. However, the lessons our accountant learned along the way provide perfect stories to share with their audience. These would include moments of clarity, organisation, support, and determination. All of these aspects are part of their personality and personal brand and can be used to create relevant content for their audience around managing their accounts.
Here’s a great example of how Mel Robbins uses her lessons to create authentic content that will help her target audience.
“Don’t make the mistake of ending this year without reflecting on everything that you’ve learned because you’ve gained so much wisdom.
Last year, the first year of the pandemic, was sheer survival mode for me trying to navigate such confusing changes in life and business. This year, as we settled into the new normal, I realized how many things in life and business I had backwards.
There are 3 lessons that stand out for me:” Read the full post HERE.
Storytelling is an amazing way to create human-centered content. Writer Rachel Gillett wrote a post several years ago for Fast Company where she shared insights into the value of stories.
“When we read a story, not only do the language parts of our brains light up, but any other part of the brain that we would use if we were actually experiencing what we’re reading about becomes activated as well.”
In her article, she revealed that 92% of consumers want brands to make ads that feel like a story. You only have to think about the annual Christmas ads and the race to provide the best story for the viewers. John Lewis, Aldi, Marks and Spencer’s, and Tesco are just a few of the bigger brands tapping into the power of storytelling.
What’s your story? What can you include in the content that allows you to connect with your ideal client so they appreciate you understand them?
Putting your content creation together
- You know who your ideal client is (who you are talking to).
- You are comfortable with your ‘isms’ and your values.
- You understand your personal story and how to use it.
- Now you can create human-centered content for your business!
What does your ideal client need to know and how are you going to provide them with the answer to their questions? This is the message of your content.
Once you know your message, you need to ensure there is relevance to it. Does it speak to your ideal client? Is it what they need to hear? Does it offer them a resolution?
There are many ways you can mix up your content to include everything we’ve discussed in this post.
Podcasts are a great way to add the human touch. Testimonials, case studies, or interview style posts are another great way to add human-centered content. Your blog posts don’t always have to be business based. My regular followers will know how much I love talking about my amazing dad and the impact he had on my own business journey – storytelling!
A final word on engagement.
There is no benefit in spending hours of your valuable time creating online content and posting regular updates if you are not engaging with your audience and network.
Engagement is where the magic happens. Liking, sharing, commenting on other business posts takes seconds, but the impact on your business can be huge. Commit to a minimum of 30-minutes a day per platform and start chatting to your community. Offer advice where needed, recommendations when asked, and join in the conversations.
Why not practice your storytelling technique and content creation in a safe space within my Sales Academy?
Joining the Sales Academy will help you include storytelling in your business, fall in love with selling, and meet like-minded business owners.
And I have a very special New Year’s Resolution for you which will help you with this.
Join me in the Live it Love it Sell it Sales Academy. You’ll get all the support, resources, and community interaction you need.
Want to find out more? Schedule a virtual cuppa with me, and we can chat about the membership or my other coaching services.