ist magazine December 2022

Feature

How To Create More Relatable Content & Better Digital Engagement

R eady for an astounding fact? day, and that was expected to increase by 25 percent in 2022 and more than double by 2025!* It’s safe to say that a lot of content is being added to the internet daily (this article included). With so much content being added, many organizations wonder how they can create content that can stand out from this endless digital sea and not only be read, but have strong engage ment. The key to rising above this digital noise is to create content that is relatable. Having relatable content equates to offering content the readers can perceive as applying to them, which means they will remember the con tent, share the content and act on the content’s message. Here are key steps in creating content that is relatable and will lead to better digital engagement. STEP 1: ARTICULATE THE WHY In order to start to relate to the content and brand story, customers and prospects need to hear the brand purpose – “why” an organization exists. This goes beyond products and services; this encompasses what an organization is known for. Is the organization hoping to impact a community or underserved group? Is the organization hoping to share knowledge so customers can make the best possible decisions? Is the organization wanting to share tools that allow clients to have less stress and more success? How an organization articulates the why is key. ß According to Siteefy,1.5 quintillion bytes of content are created every

By Lisa Apolinski, CMC

Siarhei / adobe.stock.com progressman / adobe.stock.com

*siteefy.com/how-much-data-and-content-is created-every-day

72 December 2022

istmagazine.com