Writing unique and creative content is just the first step in a long process. Creativity is great but it’s not going to be sufficient when it comes to seeing results. In order to get your audience responding in a certain way, you have to make sure that your content is both relatable and actionable.
What does Relatable and Actionable Mean?
Relatable content is easy to understand – it’s the type that appeals to your specific audience.
To put it in simple terms, you may write spectacular texts that come with tons of research and useful information. If your audience can’t relate to the data, however, or if it’s not presented in an adequate way, chances are that people will not spend a lot of time exploring.
Relatable content is nice. It’s written for a certain group of people rather than being generic. This is one of the main reasons why highly specific websites may have a smaller audience than general ones but this audience will usually be much more engaged.
As far as actionable content goes, engagement is the top keyword. The texts you write and other types of content you present on the website are all goal-oriented. When you have a goal, it will be much easier to measure the way in which your texts perform.
Creating content for the sake of content isn’t a good idea. You need to know why you’re putting it out there, what you want to accomplish and what’s the best way to get results. Through such a strategic approach, you will enhance the audience’s response and potentially get people to do what you want them to.
Now that the terms have been explained in detail, let’s take a look at the ways in which you can make your content relatable and actionable.
Get Inspiration from Your Audience
The best way to accomplish both goals involves getting inspiration from your audience. Luckily, you can find out more about their preferences and desires in a couple of highly effective ways.
Blog post comments and your social profiles are wonderful tools you can use for the purpose of doing content research. What comments are people living? What kinds of content are getting the most attention? Would readers like to see follow-ups? Would they like to see a discussion about a topic that you’ve never explored in the past?
Other things you can do for the purpose of researching include visiting the websites of your competitors, carrying out polls and surveys, taking a look at trending topics and keywords on search engines and even exploring Google Analytics. All of these provide information about who’s seeing your website, what people want and how they think.
Let’s face it – you may believe that your audience wants to see certain things but when you do research, you will probably come to a completely different conclusion. This is why you have to get in the habit of interacting with your website’s visitors on a regular basis.
Actionable content builds trust. It sets you as the authority in the respective field. It tells people that you’re an expert and you know what you’re talking about. Once you manage to establish such a reputation, you will find it much easier to stimulate people to undertake a certain action.
To build trust, you have to focus on niche topics that few speak about. Build content around the topics that you’re knowledgeable in. Make it specifics, make it nice and give people valuable information.
In order to make your content more trustworthy, you can rely on a couple of additional approaches:
- Interview industry leaders and experts to benefit from the power of their voice
- Use social proof – customer testimonials and celebrity endorsements are both excellent options
- Focus on longer, high-quality texts instead of brief overviews that offer a shallow look at a topic
- Always add links to reliable outside sources (academic journals, reputable media and the websites of industry leaders)
- Include quantifiable data in your posts
- Avoid sales pitches and bombastic claims, let the information speak for itself
Text is great but it’s insufficient to capture the attention of the audience and get people interested. In order to provoke an immediate reaction, use visuals alongside the detailed texts you’re writing.
Visual content will often offer a simple explanation of a complex concept – infographics are a great example. In addition, a high quality and relevant picture will get people clicking the title and willing to find out more.
A combination of text, images, and videos is usually the best option when it comes to making your content engaging and actionable. Every single element adds value and shows the audience that you’re willing to go all the way when it comes to doing a good job.
There’s science behind the popularity of visuals. Infographics and images are more likely to go viral than text. This happens because 65 percent of people are visual learners and 90 percent of the information stored in our brains is of visual nature, as well.
Making visuals has become easier than ever before, even if you’re not a designer. There are free of charge web-based tools that can be used for the purpose of putting together infographics or complex diagrams. You can even shoot your videos that present a long and convoluted process in a simple way.
Investing time and effort in your content is important but you have to be strategic about it. Learn from your audience and focus on research. Look for niche topics of interest and develop those. A combination of relevance and high quality will help you accomplish the goals that you’re looking forward to.