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Creating Content? Don't Make It All About Your Organization (Rather, Make It About "You")

Updated: Apr 11, 2023

"You" is among the most powerfully persuasive and attention-grabbing words in the world of content marketing. So be sure to use it.

Nobody likes people who talk about themselves all the time.

Likewise, when it comes to your digital, social or print channels, your content shouldn’t always be about your organization or company.

Just to be clear, it’s still perfectly acceptable — not to mention necessary — to promote your business, product, service, or cause in your content marketing materials. But it can't be ONLY about you.

The challenge is in finding balance in your messaging.

Establishing the right balanced messaging with the strongest impact

When developing marketing-communications materials for your target audience(s), you should always bear the following in mind:

  • What you want or feel you need to say about your organization,

  • What you believe your audience wants to know, and

  • What you believe your audience needs to know.

Establishing the right balance in your messaging requires finding a way to appease all three factors above. It may not always be easy, but it's an incredibly effective way to stand out in a busy marketplace.

Meanwhile, here are two other ways to make your content less about you, and more about your target audience.

Make the message about “you” (literally)

Do a quick Google search and you’ll see that marketers and advertisers agree on one thing…

The word you is quite possibly the most powerful, persuasive and attention-grabbing word you could ever use in your content.

And that makes sense. Why? When you say you, it gives the impression that you’re speaking directly to the customer or user — coming across as more personal, and making them the key focus of your message.

Focus on audience pain points and benefits

Content has the most impact when it focuses on solving people’s “pain points.” So, promote all the benefits people will experience by investing in you.

Let’s say a page on your website focuses on some cool new gadget. Of course, you’re going to want to talk about all the neat features of your product.

But to get into the hearts and minds of your customers, your content needs to dig a little deeper. What will those cool features mean to your target customers? Will they help people:

  • Reclaim time in their busy day?

  • Save money?

  • Find or attract a spouse?

  • Improve their skill set?

  • Something else?

Your job is to figure out all those problems your target audience may have — and then write your content so it’s clear how your product (or service, or overall business) solves those issues.

Struggling to develop compelling key messages that engage and resonate with audiences?

Hiring a seasoned strategic writer can make all the difference when it comes to crafting perfectly balanced content that speaks directly to your target audience.

With 20+ years of expertise, I can take your ideas and transform them into powerful, persuasive statements that also meet the needs and wants of customers. So, why not let me take the reins and guide you through the process of creating the perfect key messages?

With my help, you can rest assured that you'll have content that's not only effective but also perfectly tailored to your organizational goals. Get in touch today or book a FREE consultation to learn how I can help bring your message to life.


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