Think of it this way, when in life you want someone to do a task, you don't simply throw the person a bunch of arguments and reasons on why he/she should do that particular task. Instead, you try to persuade and sway them with charm, personality, and charisma. You try to bond with them emotionally to convince them and have them to listen to you . This is necessary since, as human beings, we breed compassion and need to feel connected to each other one way or another.
This "system" applies to content marketing as well. Whether you're a brand, seller, company or content producer, you need to somehow connect with your consumer on a personal level and have them feel engaged emotionally.
Here are tips on how to connect with your customer:
Talking to Connect with Your Customer
It's not what you say that's important but rather how you say it. When talking to consumers whether online or in person, make it a real conversation. Indeed, you can talk in a casual, more fun manner without looking unprofessional or losing credibility. Example: making appropriate jokes, or even asking your consumers questions.
Personalizing content means creating and sharing content that is made only for a certain type of people. This is very clever since we live in a world where our differences define us. We constantly label ourselves through gender, race, sexuality, religion, social class and/or age. That is why creating content that is targeted to a certain group is great at making your consumers connect with you.
For example, if you are in the makeup industry: creating a foundation line that is specifically designed for older, low-income women of color with wrinkly, dry skin is a smart way to connect with that group of people. Targeting a particular audience will make them feel "wanted" and they will instantly feel more connected with your content since it is created for them and only them. Not to mention, targeting a group of people based on their race or gender is very personal and will undoubtedly make the connection between you and the consumers, an intimate and authentic one.
Sometimes, when you're a brand, company, website or firm creating content it is very easy to become a "machine". In today’s modern world, industries are quickly getting lost in the midst of all the new technologies. This really has an effect on the authenticity of your brand's relationship with its consumers. Indeed, no human/client can feel emotionally connected to a whole industry powered by machines. To have a real, emotional relationship with consumers, it's important to let them know who is behind the machine and the website.
Once they see the people that are behind the business, consumers will have less trouble reaching out to you and speaking with you whether it's online or in person. This, in turn will lead to a stronger relationship, more happiness for the consumer and more success for you.