I love content that evokes a reaction - light-hearted content always captures my interest. Many businesses think their blog, and their LinkedIn profile, should be serious and focus on spreading how serious they are about their business.
Whether it’s a personal anecdote or chatty tone, this doesn’t make your content less worthy.
Here’s an anecdote for you to get the ball rolling:
In school, I was told I should expand my vocabulary - advice I’m not discrediting. I completely agree you should widen your vocabulary. But this advice meant I crammed in unnecessarily long words into an equally flowery and long-winded sentence. Picture Joey in Friends, if you will, if you’re a heathen and are not familiar with this scene, watch below.
The point is, you don’t need to pretend to be something you’re not. The best way to create an authentic bond with your readers is to write authentic content.
When your personality slips out, it’s relatable, and focusing on creating content that connects with your audience should be the aim of all your content.
Basically, bin the thesaurus.
Personality will help you stand out
We’re all operating in a saturated market, if you’re not, well done for finding a superb niche. If you’re just regurgitating facts about why your clients need your service, they’ll quickly lose interest.
You should be spouting genuinely helpful tips and advice, don’t guard your knowledge and expertise. Share for all to see!
Your personality is unique, and you should use this to help differentiate yourself from competitors. Be brave and go for it.
Know your audience
Don’t drop the F-bomb if your audience members are conservative. You need to understand the tone suitable for your audience, of course, this should go without saying.
I find a great way to understand your audience and what kind of tone they like is to experiment on LinkedIn. Sharing the type of content you think would work well, and measuring the response can determine whether you should be a little more daring with your content.
You’ll already have a pretty good idea of who makes up your audience, from chatting on the phone to current clients and reading other content out there.
I don’t model myself on anyone else, but reading other people’s content can spark a fantastic idea of your own.
Put the feelers out and go exploring!
Don’t be afraid to get creative
It’s not just your words that can make an impact. I used a video up there ^; you can use memes, gifs or video to make your point. Experimenting with different types of content can help you gain traction across social media and through your email marketing campaigns.
Particularly while the globe is battling coronavirus, everyone could do with a pick-me-up. If you’re feeling extra creative, you can even make your own meme.
To find new memes or content ideas, I search the content tab on LinkedIn (screenshot below). I also follow a range of relevant hashtags to my industry (also screenshotted); this means my feed is filled with content other content marketers have shared - sparking inspiration and keeping me updated with trends.
How to find relevant content:
1. Search for a relevant topic e.g. content writing and press ‘search’
2. Filter your result by ‘content’ - then you’ll see posts containing these keywords
The above screenshot highlights my inability to free-draw an arrow.
To find and follow a hashtag, it’s also simple. Find two-step instructions below.
1. Search for a relevant topic e.g. ‘#contentwriting’ and press ‘search’
2. Click ‘follow’, you can see how many followers each hashtag has. This will help you stay on top of relevant and trending content on LinkedIn - you’ll notice new content now pops up in your feed.
Much better arrow drawing.👌
Recently, I’ve come across some terrific examples of how humour can evoke a reaction when it comes to content.
Take this one from York council, it’s rude, it’s offensive, and it’s brilliant. Tongue-in-cheek content can feel like a brave step for any organisation, but sometimes, to make an impact, you’ve just got to go for it.
Another post I found was this one. The caps grabbed my attention, and their simple, off-the-cuff remark made me smile. Sometimes, it’s the content you don’t plan that turns out to be the best. All your content should be natural and speak to the audience; after all, they’re human beings and humans like a good laugh! (most of them…).
Hopefully, this post has given you the encouragement you needed to experiment with your content and inject a bit a personality. Without personality, your content will blend right into the background.