If you’re finding that your blog just isn’t producing the results you want, you might want to take a look at your posts. How do they read? Are they relatable or robotic?
In this post, we’ll talk about the importance of humanizing your content and 3 ways you can start doing it today.
As a whole, blogging has almost taken over the internet. Whether reading posts or watching videos, consumers are looking for content from brands that know the most about what they are trying to sell. For small business owners, blogging can be an excellent way to connect with a target audience, but your posts may be lost on readers if they come across as impersonal or, worse still, written for no reason other than to increase search visibility.
Often treated as a marketing afterthought, blogs can be a very fruitful part of your overall marketing strategy. By simply converting your thoughts and knowledge about your industry into consumable and interesting nuggets, you’re not only educating your target audience, but also forming meaningful relationships—all of which might one day result in a sale (and, hopefully, repeat customers).
The ultimate goal of blogging should be to get readers to interact with your content, typically by sharing it on social media or commenting. By taking a human approach to your posts, consumers are more likely to stay on your webpage for longer and visit more often.
To help put you on the path to success, here are 3 simple ways to help you put more “human” into your content.
#1. Show Off Your Team
People do business with people. Plain and simple. No one is likely to be interested in just another faceless company that speaks at them rather than with them. By showing off your team, you'll reveal the people who keep your business up and running.
Kissmetrics tells of the art-selling site Medalia Art, which conducted an A/B test where they swapped images of the paintings they were trying to sell with photos of the artist of each painting. This small change helped their conversion rate skyrocket (they saw a 95% increase!).
If you don’t have a large staff to highlight, consider bringing in your employees for content creation. Set up a profile for each of them, and each time they create and post a piece of content, their headshot will appear next to the post. This not only humanizes the post, but also gives your employees a bit of ownership and pride in their job!
#2. Use a Conversational Tone
Writing for the internet can be challenging. Too often, brands will use technical jargon that immediately turns off a reader. Before you put fingers to keyboard, think of how you might explain your blog topic at a party or to friends. You certainly wouldn’t want to start spouting off industry-specific terms and talking at them with no regard for their own thoughts. By using a conversational tone, you'll be actively encouraging people to get involved with what you are saying.
Try treating every blog post as a conversation starter, and encourage folks to leave comments at the bottom about their thoughts, ideas, experiences, etc. Then, when people comment, reply. That two-way conversation will be far more engaging than a technical post that puts consumers to sleep…or, worse yet, pushes them towards a competing website!
#3. Tell Your Story
Every brand has a story to tell—often one with the humblest of beginnings. There's absolutely no shame in sharing how you came to be. By humanizing your posts, and being open and transparent with your readers, you not only show them you’re the expert in your field, but you also show them you’re a trustworthy small business. And don’t you want to do business with brands and people you trust? We do, too.
Consumers love a good story. Why not give them one?
It takes time to build an engaged audience of brand ambassadors, but it is absolutely doable. Try these 3 things this month, and see how they differ from the analytics from last month’s posts. We think you’ll see a real difference in engagement.