How to Create Content People Care About: A Guide for Business Owners

Creating content that people will actually care about and engage with can seem like a daunting task. However, by understanding your audience and what they want to see, you can easily create content that will strike a chord with them. In this blog post, we’ll explore a few tips on how to create content people care about as a business owner. Keep reading to learn more!
1. Know Your Audience
The first step in creating content people care about is understanding who your audience is. What are their interests? What do they want to see? What kind of tone do they respond to? When you know the answers to these questions, you can start creating content that appeals to them on a personal level.

There are 8 billion people on the planet.  You’re just not going to appeal to all of them, so don’t try to do so.  You’re a perfect match for some people, and that’s the thing to focus on.  But who are those people?  Take some time and jot down some ideas about your existing clients and the people who most resonate with the work you do and the value you bring to the world.  They won’t all be exactly the same, but you’ll find some trends.  This will help you define your audience.

2. Be Authentic
When you’re authentic, people can tell. And they appreciate it! No one wants to read or watch contrived content that clearly isn’t genuine. So be yourself, and let your personality shine through in your content. This will make it much more relatable and enjoyable for your audience.

A related concept to being authentic is “finding your voice.” There’s a way of writing and speaking that best captures the real you, and people sense when that authentic voice comes through in your content.  When they feel it, the content resonates with them more and they get more into it.  This leads to more engagement actions like leaving comments and sharing the content.

3. Add Value
Your content should always add value for your audience. Whether you’re providing valuable information, helpful tips, or simply entertaining content, make sure it’s something that will improve their day in some way. If not, they’re likely to click away quickly and forget all about you.

A common thing that happens with our clients around this issue is that they get nervous about “giving away the good stuff” in their content.  The fear is that if they tell people how they solve a problem, then the people consuming the content won’t feel the need to come to them for their product or service.

We use the example of baking the world’s most delicious cake.  If you made a video that showed people how to bake the most delicious cake in the world, the reality is that most people who watch the video won’t go bake the cake.  They have busy lives, and maybe they just don’t like baking.  Even though you just showed them how to do it, most of them will prefer to get the cake made for them rather than do it themselves.  You win by bringing the value of showing how to bake the cake, and in doing so you demonstrate that you have the knowledge and expertise.

4. Be Consistent
If you want people to stick around and keep coming back for more, you need to be consistent with your content production. That means posting new material on a regular basis so your audience always has something new and exciting to consume from you. Miss too many deadlines or post erratically, and they’ll quickly lose interest.  Businesses that post content consistently are more likely to stay in the awareness of potential clients.

Creating content people care about doesn’t have to be difficult if you follow these simple tips!  But maybe you’re one of those businesses that just doesn’t have the time to produce content consistently, even though you know it’s important.  If that’s the case, outsourcing your content creation is the solution.  We love producing content for businesses so that they have more time to do the things they got into business for in the first place: making great products and helping people.

If you’re interested in saving a bunch of time while still having awesome content on your social platforms, schedule a discovery session with us and let’s talk about your needs.

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