Does your content promote dialogue around your brand? 10 questions you need to be asking
Building conversations around your brand starts with asking the right questions.
Creating good content can build dialogue around your brand / Gerd Altmann/Pixabay
Figuring out what to say and how to say it isn’t tough if you know your audience. For example, my dad and brother talk completely differently; my brother talks fast and processes information quickly, while my dad is more of a thinker who chooses his words carefully. They are both from different generations and have had vastly different life experiences.
Despite these distinctions, they can chat for hours on one subject, usually football. Why is that? Mainly because it’s a subject they both love, but also because they know each other so well that they know what language to use and how to shape it. It’s more than cadence or chosen words, it is a linear communication that lets their conversations flow effortlessly. Football is the subject that unites them but understanding each other is what keeps the conversation going.
This type of communication is exactly what you want between your customers and your brand. Smooth, effortless and direct. So, how can you create this mutual flow of information and ideas between brand and consumer? Asking the right questions is the key.
Here are 10 questions you should ask to foster a reciprocal dialogue with your content.
1. What terms does my audience use when searching?
This is important because your terms for your product may be completely different than theirs. Your company may make the best ’oil-free face balm’ in the business, but if your customers search for ‘face cream that won’t break out my skin’, they may miss you entirely. Learn their terms because this will also help you learn their ‘why’.
2. What type of content are they consuming?
You may be a white paper genius but if your audience is into Instagram stories you are in two different worlds. Find your ideal customers and go to them – don’t make them come to you. It’s much easier for you to join in their conversation when they are in a comfortable place.
3. What questions are they asking?
If they’re getting specific about certain issues, make sure your content is addressing that. Or better yet, ask them what their questions are. You may know everything about your product, but they don’t. Think like a consumer and let your content follow suit.
4. Are they following the path you need them to take?
If not, you need to think about how you’ve laid out their buying journey. Make sure your content is maximizing the user experience, as well as spreading the correct messages to the right people.
5. Are you taking advantage of all opportunities?
It’s important not to focus only on advertising, but also find additional ways to communicate with your customer. Chatbots, TikTok, email and videos are just a few examples where you can add additional lines of communication.
6. Is your audience responsive?
The object of content is to engage your audience and make them part of your brand family. They should want to comment or click on your offerings. Are they sharing and talking about your brand or is it dead silent? The more you learn about your customers’ preferred ways of talking and communicating, the more active they will be with your content.
7. Are you creating a community around your brand?
People love to be part of a community. Whether it’s a book club, Facebook group or cycling club, people need the exchange of ideas, values and conversation to enrich their lives. When that community revolves around your brand, even better. Create opportunities for your raving fans to share in the love and invite others to join part.
8. Does your intended audience know you?
An ’about’ page on a website doesn’t cut it any more. People want to know who is behind a company and why. They are more likely to learn if you are willing to share about your brand and why it exists. Why did you create an oil-free face cream? Did you also have skin that reacted badly to oil? Open up and you will be surprised how far your relationships with consumers will go.
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9. Are you winging it or do you have a strategy?
Winging it is cramming the morning of your Latin final. As adults with grown-up companies, you can’t do that any more. Create a well-planned strategy that includes getting to intimately know your customers. Your content is only as good as your knowledge, so you must be extremely intentional with your approach.
10. How are your analytics?
Analyzing data can be complicated, but it’s certainly worth the effort. Make sure to utilize data compilation tools that pair perfectly with your content goals and have clearly defined parameters. The resources you use will have the answers you need, but only if you know the proper questions to ask.
Your content speaks for your brand – it is the voice, emotions and brain all tied up into one neat little package. If you create your content strategically and get to know your audience before you spend all of your marketing budget, you will cause the discussions around your brand to blossom and grow. Consumers are smart, passionate people who want to have an in-depth conversation about the things that matter most to them – let that be your brand.