Why do you start swaying to a certain musical piece or stop to marvel at a work of art? It’s because there is something about these experiences that resonates with you and makes you stop short.
Content works the same way.
As a writer, you need to focus on creating content that resonates with your readers. You need to craft articles that capture their interest and build enough trust to make them nod “yes” and be more receptive to your marketing message.
However, it’s easier said than done. A study shows that 52% of marketers say that producing engaging content is their biggest challenge.
On that note, let’s see how you can write an article that resonates with your readers.
Marketers often create buyer personas to get a better understanding of who their buyers are and what influences them to buy. A reader persona works the same way – you create a hypothetical version of your target audience and base your article’s tone and content accordingly.
The fact of the matter is; if you want your audience to become buyers, they must become readers first. At this point, your aim should be to create content that is appealing enough to convert them into loyal fans.
Keep in mind, most of your readers probably will never buy from your business, but they will probably continue to follow and share your content. Consider the fact that 85% of web users watch videos online or that Snapchat users share 9000 images every second.
To increase your odds of a possible sale, model your posts around personas.
For example, your business can be relayed to parenting, an online digital marketing service, or hearing aids. With this in mind, you can create these personas respectively:
A Single Father with Babies
Parenting comes with its fair share of challenges, especially for fathers. In order to write an article that resonates with this persona, you not only have to address these challenges, but your tone should resonate with fathers as well.
To illustrate, consider this sentence in a post about dad jokes from the parenting website, A Message with a Bottle:
“Are all of my post-it notes dad jokes? I’m a father. They’re humorous. Are they automatically lumped along with other eye-rollers like ‘What time did the man go to the dentist? Tooth hurt-y.'”
Any father can relate to a dad joke, and so will the audience that your persona is based on.
A Business Executive Facing a Drop in Sales
This persona is a business executive whose sales have dropped because your website isn’t showing up on the first page of search results. For your article, you can write about the dangers of irrelevant content for site rankings.
Take a page from Neil Patel’s blogging style who is a master of creating harmony with business owners. Notice how he draws his target readers in this post on adding credibility to a website:
“Before you start trying to drive traffic to your website, you need to master one factor.
I’m talking about credibility.
Without a credible website, you’ll struggle to get more customers and increase conversions
Plus, credibility shows you’re trustworthy.”
The sentences are short, precise, and convey the message perfectly without relying on fluff.
An Elderly Individual Living Alone
Consider a scenario where your article focuses on the elderly who have no one to care for them. In this case, your persona can be a senior 73-year-old individual who lives alone and cooks for himself. So, an article that starts with the benefits of a certain nutrition, like this one from the New York Times, would resonate with a reader like this.
See how the first line expresses the benefits of fiber, and how it can combat diseases that are associated with aging:
“A diet of fiber-rich foods, such as fruits and vegetables, reduces the risk of developing diabetes, heart disease and arthritis”
Choosing the Right Titles
Studies show that a reader’s eyes scans online content in an F-shaped pattern. And the first thing they lay their eyes on is the title of your article.
This isn’t surprising, considering that attention spans of the average Internet user is a few seconds. Research indicates that the average reader only takes 37 seconds to read an article or blog post.
So, your titles shouldn’t only be interesting, they should be relevant too. They should tell your audience something and make them think, “This looks interesting. I think I will stick around for more.”
For example, a parent will probably ignore a title that goes like “What to cook for your teen”, but might read an article that starts with “10 quick recipes for healthy dinners that your teen will love”.
No one likes to read pages of theoretical content with nothing to back it up. To make your article resonate with your audience, use examples.
Examples fortify your argument – they add credibility to your article. In other words, practice what you preach by showing them your theory in practice. It’s a good way to make your content more relatable to your audience.
Think of it in this way: If your article’s audience is made up of single mothers, your example can go something like, “Imagine you are a working single mother with two kids …”
It’s content like this that grabs audience’s attention and makes them want to read more. Such tactics show that you care and know what you are talking about. It will compel your readers listen to what you have to say.
To make an article resonate with readers, it must have substance. People want helpful content, but that content must be readable and relevant too. To make your post strike a chord with your target readers, use personas as a base and use examples whenever you can. They add credibility to your post and establish trust among your readers. And remember, it takes a well worded and relevant title that reels readers in, not only the content.