Refine Your Content So it Resonates with Your Audience
Many websites churn out content as part of their online digital strategy without considering how their audience will respond to the content. Contextualizing content is a way of adding value to the reader. But what does it mean to put your content in context? It’s a way of approaching content that considers the why and when of your content, not just the person who is reading it. A person who needs a plumber to fix a leak needs different content than someone who is thinking about how to install a new toilet. The first customer needs access to a list of quick tips to prevent damage until a plumber can help while the second customer may want to read through a detailed outline of updating a bathroom for aging-in-place.
Your content writers can include context for readers by asking the right questions when creating content.
How Does a Topic Impact Your Audience?
When you’re brainstorming ideas for your content marketing strategy, look at how that topic impacts your readers. You have to make the content meaningful to your audience. Traditionally, in the news world, journalists do this by localizing content. Identify data that matters to your customers and use that in your content to put it into context for readers. For example, a dentist who provides information about how much fluoride is recommended for children might get a better response by including local fluoride levels by different municipalities in the community. Give the reader a personal experience, not just a general subject.
How Does this Topic Use Comparison?
Contextualizing content helps the reader fit the content into their own experience. Using comparisons in your copywriting, you can bring two ideas together in an unusual way. Compare current events to one in the reader’s past. It could be as simple as asking your audience about how they celebrated Christmas when they were younger. Compare the latest winter storm to a sandstorm or hurricane. Compare rural and urban solutions to different problems. Find a unique angle that helps your reader gain a better understanding of your business or industry.
Are There Other Voices That Are Silent on the Topic?
When you’re brainstorming ideas for your content, think about how other topics impact your industry and how you can bring those ideas together. Food insecurity is a huge problem around the world, but not many people are talking about how dental health impacts nutrition and food security. Take the problems of today and use them to write about what is impacting your brand or industry. How has climate change made you do business differently? Think about your customers and who they are, and how a topic impacts their world.
Stay on Top of Your Content Plan
It can be tough to keep up with content and all your other business ideas and plans. Ask a content agency about creating content that fits your goals. Our experienced, versatile copywriters can support your SEO strategy, so you rank high on Google and get noticed. Contact us to get more information.