“You should assume your audience is weird and intelligent. Treat them like insiders, not drooling idiots. Everyone knows it’s easily possible to find answers and conduct research so understand that people will get up to speed themselves.”
Don’t talk at people. Talk to them. Most people believe content marketing is top five lists and shareable pictures. Sure, thought leadership is important. Influencers are touted as top currency on certain platforms. Regardless of the trends, however, it takes a certain mentality to mold content for the digitally savvy consumer. Engagement has become a buzzword when it should be a frame of mind.
There are conversations happening everyday. That’s what the industry folks constantly preach. But what they say less often is that communities are being built based on shared experiences through these conversations. Your job is to inspire them. Messaging that intends to engage (and not only inform) builds a relationship between the brand and the fans. People don’t buy what they don’t trust. Humanize. Don’t let it fly over their heads but don’t shoot so low and insult their intelligence. Those assumptions? Throw away. Learn. The brand voice should become a trusted friend. Friendship is honesty and vulnerability.