As we move further into the 2020s, one thing is for sure: Content marketing isn’t going anywhere. In fact, it will only become more important as brands try to connect with their customers on a more personal level. That’s where the people-first method comes in.
What is the people-first approach to content marketing?
People-first means putting your audience at the heart of all your marketing efforts. In content marketing specifically, this means making sure your content speaks to your audience on a personal level and that it addresses their needs and wants.
In a people-first content marketing strategy, your audience should always be at the forefront of your mind. What kind of content are they looking for? What would resonate with them? How can you make sure your content stands out from the noise?
The goal is to create content that is not only relevant and useful but also engaging and entertaining. After all, if you can’t keep your audience’s attention, then you will not be able to achieve your content marketing goals.
Why is the people-first approach so important?
People are tired of being bombarded with generic, one-size-fits-all content. Instead, they want to see you understand them as individuals. By humanizing your content marketing efforts, you’ll be able to build trust and credibility with your audience.
If you can show your audience you’re on their side and want to help them achieve their goals, they’ll be more likely to stick with you in the long run.
Benefits of people-first marketing
Many benefits come with humanizing your content marketing efforts. For one, you’ll be able to build trust and credibility with your audience. 71 percent of consumers said they are more likely to do business with brands they feel are aligned with their values, according to 5W Public Relations’ 2020 Consumer Culture Report.
Another benefit is you’ll be able to create stronger relationships with your audience. If you can show your audience you understand them and want to help them achieve their goals, they’ll be more likely to stick with you in the long run.
Finally, by humanizing your content marketing, you’ll be able to set yourself apart from your competition. In a world where content is everywhere, ensuring your content stands out from the crowd is more important than ever.
Here are some concrete benefits of a people-first approach:
- Create content that converts: When you focus on creating content for people instead of keywords, you naturally create material that is more likely to convert.
- Decrease price resistance: According to research from PWC, 86 percent of buyers are willing to pay more for a great customer experience. The more expensive the item, the more they are willing to pay.
- Build brand loyalty: When people feel like you’re reaching out to them as individuals, they’re more likely to remain loyal to your brand.
- Increase customer lifetime value: People who have a positive experience with your brand are more likely to continue doing business with you and spending money with you over time. In fact, a 7 percent increase in customer loyalty can increase that customer’s lifetime value by as much as 76 percent.
- Generate more leads: People-centricity creates loyalty and word-of-mouth opportunities that attract new leads.
- Build a stronger brand: People-first marketing helps you build an emotional connection to your customers, which is a crucial ingredient in strong branding.
- Provide more value: When you target the needs, interests, and pain points of your target audience, your content will naturally provide value to them.
How to humanize your brand in 4 steps
If you want to humanize your brand, there are a few things you can do.
Define your target audience
First, make sure you know who your target audience is. What are their pain points? What are their goals? What do they want to achieve?
Create buyer personas
Second, create buyer personas. These are semi-fictional representations of your ideal customer based on actual data and research. For example, suppose a chain of dance studios wants to create a buyer persona for their business.
They might create a persona named “Diane.” Diane is a 28-year-old working professional who loves to dance but doesn’t have much time to commit to taking classes. So she’s looking for a studio that offers classes at convenient times, like early morning or late at night. In addition, she is single, so she needs classes that don’t require a partner.
They might create another persona as a couple: “Bob and Melinda.” They are in their early 30s, have kids, and work full-time jobs. They’re looking for a dance studio that offers classes they can take together to connect and de-stress.
Once you have a clear understanding of who your target audience is, you can start creating content that appeals to them on a personal level. Writing about dance, fitness, and social topics for Diane, Bob, and Melinda in a relatable and personal way will help create the emotional connection needed to build a strong relationship with your audience.
Create quality content
Third, focus on creating quality content. People can spot generic, fluff content from a mile away. If you want to humanize your brand, you need to focus on creating quality content that is interesting, useful, and engaging to your buyer personas and target audience.
Fourth, be authentic. People can tell when you’re being inauthentic, and they will not respond well to it. Be genuine in your interactions with people and honest about who you are as a brand.
A dance studio company that genuinely wants to help Diane, Bob, and Melinda improve their quality of life through dance lessons will be able to come up with hundreds of content ideas, compelling calls to action, and ways to humanize their brand.
The future of marketing
People-centricity is the future of marketing, and those who embrace it will be well-positioned for success in the years to come. If you’re looking for a way to set yourself apart from your competition and build stronger relationships with your audience, consider adopting a people-first approach to your content marketing. It could be the key to success in 2022 and beyond.
To learn more about how content marketing can help your business achieve its goals, talk to a content specialist at ClearVoice. We’re here to help you create content that drives results.