Content Creation That Follows The 3 Rs

You have most likely heard the phrase, “facts tell, but stories sell.” Never has there been a more important or appropriate time for this message. Content creation is critical. The social media marketplace is busy and loud. In order to have your products and/or services seen (in other words – to stand out from the crowd), it is imperative that the content you’re sharing meets the following criteria:

Relevant
Relatable
Realistic

Determining what is relevant to your audience can be a little bit tricky because everyone is so different from one another. However, taking some time to think about the “who, what, and where” of your target customer will solve a myriad of problems and complexities moving forward.

Here are some questions you should ask yourself when setting out to determine WHO your ideal customer is:

How old are they and where do they live?
Who or what are they looking for?
What problem/s do they have?
What are their interests/values/hobbies?
How can I help them?

Once you have answered these questions, you will most likely notice that the parameters of your audience have gotten smaller, as opposed to bigger. Upon first glance, that may sound counterintuitive – however, trust me when I say that narrowing your focus and really honing in on whom you can impact with your content is a good thing. I have learned that attempting to appeal to a really broad audience can end up missing the target altogether.

So, now that you know what is relevant content for your audience, how do you deliver it to them?

A VIP facebook group (for people who have expressed an interest in joining)
Email updates
Blog
Instagram stories
YouTube videos

So, you’ve established what is relevant content for your audience, now how do you ensure that you keep it relatable?

Being relatable comes down to a few, specific things. First, remember the acronym, ASH – Always Stay Humble. Regardless of how many followers you get, or how successful your business becomes, never, ever lose sight of where you started and who you are speaking to. Second, avoid using really big (or overly “industry-related”) words.

Speak conversationally with people and use language that everyone understands. Third, inject your personality into the mix. If you’re funny in real life, then use humor in your content. If you are a great storyteller, then pepper your content with imagery and make the topic come alive. And finally, whatever you do, be authentic. No one enjoys someone who acts one way on social media and behaves completely different in real life. In fact, that’s where the term, “fakebook” comes from, and it’s both transparent and unappealing.

And now for keeping your content creation realistic…

The use of filters, doctored before and after photos, and embellished testimonials have not done anyone any favors. Your mom probably told you that, if something looks too good to be true, it most likely is. Why set potential customers up for disappointment and regret? In my opinion, setting realistic and manageable expectations (regardless of the product, service, or industry) is the way to go.

A couple more pointers on this hot topic:

Progress photos that show before, DURING, and after are generally more effective
Raving about every single product that your company offers will come off sounding disingenuous – no one loves everything, so be honest about your preferences
Avoid speaking negatively about competitors – it’s not necessary and it’s just not classy
Testimonials that sound over the top (picture “shouty-all-caps” and lots of exclamation points) can end up doing more harm than good

I always love passing on effective acronyms or short lists to the entrepreneurs I work with as they are easy to remember and keep front of mind. In this case, remembering the 3 Rs when diving into your content creation will help you gain and keep your target audience both interested and engaged.