Is your content really connecting with your clients?

We’ve all fallen into the trap of thinking we know what our audience wants, or worse, relying on what they say they want.

The reality is, people don’t consume content like they read a good old paperback. Nope. Instead, they skim, scan, and scroll past most of it.

The ‘golden ticket’ is to figure out why they’re stopping, clicking, and actually reading.

Next time you create a piece of content, try the following:

• Use clear, bold, plain language. Don’t be afraid to be punchy and definitive with your headlines. And, give it a human voice.

• Bring in real stories and experiences. Sharing real stories and experiences makes your content more relatable and impactful. When your topics feel human and recognisable, they’re more likely to strike a chord with your audience and truly resonate.

• Keep your sentences short, and avoid too many long words, even if you’re writing for a well-informed niche audience. Use the shorthand terms that your audience understands. Talk like you're talking to your audience in person.

Most importantly? Say something real. Don’t shy away from strong opinions or the risk of a little pushback. And we say this having worked with many membership organisations, professional bodies and non-profits in the past: actually say something of value. Playing it too safe, or putting content out just to fill a page, will only land you in the dreaded content ether.