A to Z of Business Storytelling: Interests
In the area of creating content for your market, the thought of what to write about is something that Verano clients often trip over. What should I write about? What will my audience find interesting?
The concept of following your readers’ interests is a great guide for developing your content. If you’ve been creating content for a while, simply looking back at your best-performing content will be a good guide for what your audience wants. Check out your Facebook profile, your website visits, your blog reads, your engagement levels on Linked In and likes on Instagram. A few posts will stand out to you as “high performers.” And, when you find those posts, take note and do more of that.
Now, it should be said that doing ONLY what your audience wants—and not stopping to consider the value that you are bringing to your readers—is not the recommendation here. As I write this, I know not every reader is going to read every article. And that is okay! But when my team develops our blog calendar for the month/quarter/year, we keep in mind those topics that perform very well, and we offer more content around those subjects….and we sprinkle in some other topics as well. Why? We want Verano followers to know that we have expertise in several areas—not only in the subjects that our readers are interested in.
The goal for a great content calendar is to increased your readers’ engagement with your brand. You want your followers to enjoy your posts, comment, and be excited when you publish new content. The best way to do that is to follow their interests within reason and within the context of your product or business.
One of Verano’s clients, Sinkology, does a fantastic job of this. Sinkology sells beautiful, budget-friendly kitchen and bath sinks. But their content feeds tell a different story: one of interior design, family-friendly recipes, remodeling tips, and farmhouse-style home décor. They have pinned down what their audience is interested in, and they are creating content to serve those interests. The best part of their feed? It’s all centered around their products, whether you realize it or not. From cooking in your kitchen to hosting dinner parties to planning your remodel—everything feels, looks, and turns out better with a Sinkology sink! Their audience is fully engaged with the content because it impacts their lives, and they keep Sinkology top of mind when it comes to everything kitchen and bath related. The end result is a loyal, engaged fan base of tens of thousands of households. Their feedback drives product improvements and enhancements, resulting in more products that they love and buy—and use to bake up pies with their children and host fabulous dinner parties. The circle of love is complete!
So take a look at your favorite brands and check out the story they are telling (more on that here). What are they publishing that keeps you interested and engaged? How personal is it—or how product-based is it?