Originally publish on Sensei Project
“Style is a way to say who you are without having to speak” – Rachel Zoe
If you know me, you know I am not a fashionista. But just because I do not have a closet full of the finest clothes and shoes does not mean I don’t understand that how a person shows up will dictate how they are perceived. My fashion style is more aligned with my personality: relaxed and casual. The rope sandals that I buy from Bonnaroo each year are much more representative of who I am than any high heels.
The way we dress will affect the expectations that people have. Wouldn’t it be weird if I were in my jeans, t-shirt, and rope shoes but extra serious and all business? Or if I was wearing an expensive suit and Prada heels but was completely relaxed and careless?
The same is true for your online content. The first thing a person sees when they come to your site is the style you present. This includes the colors, the layout, the size and type of font, the number and type of images, and the number and type of advertisements and call-to-actions.
I may see an enticing headline but once I click on it if the actual site is not appealing I rarely stick around to read the content that drew me there. Even if the site is appealing, if the content is not laid out in a format that’s enjoyable to read, I move on. I am sure you do the same thing. Here are my 3 tips for creating content that represents who you are and appeal to the audience you want to attract.
You Do You
Your content marketing should differentiate you from everyone else. Let’s get real: Whatever you are writing about, there are thousands of others writing about the same thing. And if you think you’ve found a topic that no one is writing about, then that begs the question if anyone is looking for such content.
Your content should represent the story you have to share with the world. A good story is authentic, creative, makes an emotional and personal connection, inspires actions and takes an audience on a journey with the brand.
Although there are various design best practices and trends that you should follow, ultimately when you look at your site you should be confident that it represents you in the way you want to show up to the world and it communicates the expectations you want to set for your audience.
If your site was a person at a networking event, what would it be like? If you have a site that presents a reader with lots of pop-ups and advertisements as soon as they land on a page, then your site is like that annoying sales person who goes around shoving their business card in everyone’s hand. If the font on your site is extra small and condensed with lots of words, then your site is that person who stands in the corner like a wallflower but if you start a conversation with him he will talk nonstop.
Think about who you are and how you want the world to see you and then allow your content and its style represent that.
What Are You Trying To Accomplish?
Why are you dedicating time and resources to publishing content?
Are you trying to build a brand identity? If so, the total focus of your content is to align your brand–whether it is a company name, a stage name, or your birth name,–with what you want to be known for. Be consistent, be unique, and be engaging. Draw people in by connecting with them on an emotional level. Create content that aligns with what you and your ideal audience have in common. Make sure your site is dressed up the way you would show up.
Are you trying to find sales leads? Then your content should show your expertise and help your audience think through how to solve problems. Run through a keyword search to see what questions people are looking for answers to and answer those questions but also provide a personal insight or unique idea. Perhaps present a boring answer in a fun and creative format. Whatever you do, do not be a salesperson. No one wants to be sold to. Don’t dress your content up with pop-up ads or lots of call-to-actions that demand their information. Instead be a valuable resource that people are willing and wanting to do business with.
Are you trying to get people involved? Maybe you are trying to get people to advocate an idea or event or share their own opinions or insights. If this is the case then you need to write content that is conversational and includes your audience. Hit the points that are the emotional triggers for them and then allow them to include their own thoughts. Curate your audience’s information and talking points. Give your audience something to do. Perhaps you can choose an audience member to take over a social media account. The biggest difference between how you dress this kind of content is that people should recognize your site is a place of community collaboration.
Dress Appropriately For the Occasion
When using social media channels to publish content or promote your blog content, keep in mind that consumers go to Facebook and Linkedin with different goals and mindsets. Facebook provides a fun and entertaining diversion. It is a place where people go to see pictures from their friends and celebrate life’s little moments or to debate the latest political controversy. When you are on Facebook be engaging, be fun, and keep it light.
LinkedIn, on the other hand, is where people turn for career advancement. Content that helps users build skills for their current job, find vendors to solve business problems, or get another job would be well-received there.
Each platform has its own community rules and culture. Be sure how you show up does not make you stand out in a bad way.
Finally, do not try to be everything to everyone. Each person and brand has its own unique style and each person has their own taste. Your goal should be to attract an audience that shares your style and taste which is the foundation of a solid, long-term relationship.