You know the goal of content marketing – to draw interested visitors to your website and motivate them to buy your products or services. You know the basics of SEO, and you have a strong call to action. Your site looks great, and not to brag, but you know your content is well written. But does it present your brand as likable?
Content Marketing Is All About Relationships
Whether you’re offering organic foods and beverages or all-natural catering services, coastal real estate or expert design advice, there are a number of factors that influence an individual’s decision to commit to your business or move on to another. One way to push that potential relationship in the right direction is personable, engaging content that presents your business as trustworthy, reliable and yes, even likable. Read on for a few suggestions to create and strengthen positive relationships through your online content.
- Be yourself. Wouldn’t it be great if you could meet and greet every visitor to your website and make sure they understood your vision and values? Your web copy is a great opportunity to accomplish this, so make sure your blog strategy helps your brand’s personality shine. If your products are quirky or your services are guaranteed with a smile, be sure to add that to your content.
- Make ‘em laugh. Humor is a great tool for making connections, especially if your industry lends itself to a more lighthearted tone. Just remember – not everyone finds the same things funny. Steer clear of stereotypes, offensive jokes and dark humor to keep visitors smiling rather than navigating away. Creative copywriters shouldn't have much trouble finding the right balance.
- Showcase your good deeds. If your team members have a passion for volunteering at city cleanups or competing to raise funds for charity, don’t be afraid to showcase that in written content and images. Business is understandably focused on raising profits, so seeing the kinder side that gives back can be really refreshing – plus it’s a good way to demonstrate your values.
- Tell your story. Maybe your chain of restaurants began in a parent’s kitchen 20 years ago. Or what started as a small group of artists who met in college grew into a leading national graphic design firm. Sharing where you came from through inspiring blogs or "About Us" pages is a great way to build authenticity and strengthen connections with potential customers and clients.
- Know when to keep it professional. Not every business or situation calls for a friendlier tone. When dealing with sensitive topics or issues that require delicacy, or simply an industry that calls for greater formality, opt for a more professional approach. You’re likely to find that customers value your tact and straightforward manner in these cases.
Hitting The Right Note With Blog Strategy
Keep in mind that creating more personable content doesn’t mean you’ll need to be goofy or cracking jokes at every turn. Instead, you should strive for a balance between professionalism and friendliness that’s right for your brand persona and the customer personas you’ve developed. Once you’ve hit the right note, visitors won’t just appreciate all you have to offer – they’ll begin to think of your brand as a trusted partner to build a relationship with.
Is Your Digital Marketing Content Likable?
How do you make your brand more likable with content? Leave us a comment and let us know, and don’t hesitate to leave a question as well. To keep up with Virtucom Group online, be sure to follow us on Instagram and LinkedIn.
About Virtucom Group
Consistent business blogging yields results – more clicks, more subscribers and – ultimately – more conversions. Whether you’re writing an automotive blog, an accounting blog, a healthcare blog or a home renovation blog, blogging for business and content development are useful for any industry. Follow the content writers at the Virtucom Group blog as they share digital marketing tips and discuss website content writing services that can optimize your business blog.
