ist magazine December 2022

“ Feature

Having relatable content equates to o�fering content the readers can perceive as applying to them , which means they will remember the content, share the content and act on the content’s message.

In the above example, by leveraging the extensive knowledge and strong training of the auto mechanics, cus tomers are able to learn what is wrong with their vehicle and discuss the best route to getting it back in working order that is also safe. Customers can then have a conversation with the head mechanic about options and pricing to determine what the best course of action would be, and trust that the work will be done to industry standard at a fair price. STEP 3: SHARE THE WHAT Sharing the “what” comes into play by sharing stories that highlight these areas and help the audience see them selves in the story. The story paints a picture of what the new possibility for success looks like. What can the audience achieve by using an organi zation’s products and services? What types of success can the audience achieve with the help of the organiza tion and the service they offer? Storytelling puts the focus again on the customers and the end goal of their journey. The organization is in the background as a mentor, providing the guidance, tools and knowledge to help the customer find success. These stories share a testimonial of a prior client’s

A good rule is completing this sen tence: At XYZ organization, customers will [add action phrase] by using [add tool or knowledge to achieve action phrase]. As an example, if a company is in the service industry, the company could state: at Bob’s Auto Repair, cus tomers will receive service that fixes the issue right the first time at a fair price by using the extensive knowledge and tools from our well-trained mechanics. This sentence focuses on the purpose for the customer journey versus the company’s services. STEP 2: IDENTIFY THE HOW Staying focused on the customer to keep the communication and content relatable, the next step is to identify how an organization can help customers or prospects go from where they are now to where they want to be. This involves understanding what success would look like for the customer or prospect, and how the solution provided by the orga nization helps the customer or prospect get to that success point. This is not sell ing – this is solving. By identifying how the organization can assist in the success of the prospect, the communication and content can share that, thus helping the audience make the connection from roadblock to success.

engage ment,

which gives the audience a person that is relevant to their situation and

has a scenario that is relatable to their current set of circumstances. That new possibility for the audience is shared in a parable and paints a new future where the roadblock is removed and the customer can achieve success. Again, the focus is on the customer and his or her journey, not on the organization and the products and services that they offer. In all of these steps, the focus is consistently on the customer – why the brand focus is relevant to the custom er, how the products and services help the customer achieve the goals s/he has outlined, and what the new future would look like for the customer with assistance from the organization (in the form of knowledge and tools). Cre ating content that is relevant at its core is to make the customer experience the center of that communication. And by focusing on the customer, great digital engagement will be the result. n

Siarhei / adobe.stock.com fizkes / adobe.stock.com

About the Author: Lisa Apolinski is an international speaker, digital strategist, author and founder of 3 Dog Write. She works with companies to develop and share their message using digital assets. Her latest book, Grow Your Market Share In A Zombie Apocalypse, provides expert insight and tips for businesses wishing to survive unimaginable economic conditions. For information on her agency’s digital services visit 3DogWrite.com.

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istmagazine.com

December 2022