Discover the Missing Link to Engaging Content

Deb Monfette

"Things That Matter" | Pixabay

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A common request is, “We need to create engaging content.” You can send out all the messages, reports, case studies, white papers, emails, texts, and tweets you want. But if you're missing this one thing, it will not be easy to get your audience to engage with your content and want to interact with you. This article uncovers the “missing link” to content that attracts an audience and keeps them engaged.

The Zaarly Story
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Zaarly is a technology company, based in San Francisco, that helps small businesses to sell local home services online. But they also help people to discover a new and better way to find service providers, such as landscapers, interior designers, home organizers, electricians, plumbers, and more.

They aren’t a discount destination, they never charge for leads, and nobody pays for advertising. It’s an invite-only marketplace where every small business is personally hand-selected for quality work and is required to provide superior customer service. 

Zaarly is changing the way the economy works. They're building a marketplace centered on trust and community, creating jobs, and keeping money local. Prior to their launch in 2011, they described themselves as:

 "A proximity-based, real-time, buyer-powered market."

“But customers just didn’t care,” exclaimed Bo Fishback, the CEO and Co-Founder. 
​[Chaey, Christina. “Hype Machine.” Fastcompany Nov. 2011: 76. Print.]

What was Zaarly Missing?

Buyer behaviors, technology, communications, and information are all being changed and exchanged at rapid speeds. But one thing remains constant.

You’re marketing to people.

The missing link for engaging their audience, both as a customer and as a business, was this. The connection. Zaarly was missing the connection with their customers and using words they could easily understand. 

They needed to tap into their buyer’s thinking and focus on their biggest concerns and deepest desires. In other words, the things that mattered most to them. Only then could Zaarly capture their attention and get them to engage with them.

So, they’ve changed and evolved their value statement into what it is today.

“Zaarly is a place to hire home service providers who are proud to be held accountable for their work."

They also define the word accountability.

Accountability: (noun) a willingness to accept responsibility.

Since the updated their value statements, they’ve expanded into Denver, Minneapolis, Kansas City, and Northern Virginia. They’ve also been featured on CNN, Fast Company, The Wall Street Journal, and The New York Times​​.

Finally, it’s easy for homeowners to pick top-notch service providers who are local, vetted, reliable, trusted, and guaranteed. As a buyer, that matters​.

Things "That Matter"

Connecting with things that matter to us in our lives makes us think about our own knowledge and experiences. It makes us more engaged and involved in what we're reading, doing, and deciding on.

Before you can get anyone interested in your content, simply create a common connection with them.

For instance, as a B2B company, what types of buyers do you want to reach and what buyer behaviors do you want to focus on​? Revisit your buyer personas​.

Ask yourself these questions:

• What are your objectives? E.g., awareness, thought leadership, generate sales
• Whom do you want to connect with? Influencers, decision-makers, customers...
• If you want to connect with potential customers, where are along the buying cycle, and what are their behaviors?
• Are they unaware of their challenges?
• Are they aware, but not actively searching for solutions?
• Are they actively searching for solutions?
• Are they comparing and considering their options?
• Are they trying to decide if you’re the right choice?

Now take your answers and read through the following 5 Content Connection Topics. Each one of these can help you create a connection with your specific audience.

5 Content Connection Topics

1. Top 3 Challenges
2. Top 3 Questions and Concerns
3. Top 3 Wishes and Desires
4. Trigger Events 
   Internal trigger events, such as expansion into new markets or a new product launch.
   Or external triggers events, such as new regulations or industry trends.
5. Inspired Action
   What inspires them to take the next step? Some ideas are, solid advice, the value, the experience they see others getting, a shared passion and culture, the facts, or the proof.

You now have several ways to connect with your target audience through content that you can create.

Decide what topics align with your audience or your ideal buyers and their behaviors. Then choose the type of content best suited to your objectives, your budget, and the content channels your audience uses.

The idea is to translate your technology into values, solutions, and stories your audience can relate to. It’s this personal connection that grabs their attention and compels them to read, watch, or listen to your content.

It invites them to become part of the story and encourages them to imagine and visualize the benefits and the possible outcome. This can lead to building a strong relationship of value and trust with them.

Once you figure out how to connect with your audience, you can work on the best ways to delight and engage them.

Summary 

You can send out all the messages, reports, case studies, white papers, emails, texts, and tweets you want. But without this “missing link”, it’s not easy to get your audience to engage with your content and want to interact with you​.

The "missing link" is the connection.

Create a common connection to things that matter to others in their personal and professional lives. Once you do, you will see people become more engaged and involved in what they're reading, doing or deciding on.

I shared 5 Content Connection Topics that will give you plenty of ways to connect with your audience. The idea is to translate your technology into values, solutions, and stories your customers can relate to. It’s this personal connection that grabs attention and compels your audience to read, watch, or listen. In other words, engage with your content.

How are you connecting with your ideal audience and creating content that matters?If you're interested in tips to help you tell your story, check out my article about The Story Path.
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