Creating Content That Resonates: 7 Tips for Small Business Owners

Hannah Ross
7.5.2021
Woman sitting at a desk looking at a computer screen.

Creating Content That Resonates: 7 Tips for Small Business Owners

Content is king and we're here to teach you how to create content that resonates, converts, and retains your ideal client. The key to creating quality content is conducting research before you put your pen to paper. Acquiring an in-depth understanding of your audience will help you produce content that is informative, valuable, visually appealing, and readable. After you’ve collected information about your audience, you can get to work and begin creating stellar content that resonates with your readers. 

Understand Your Audience 

If you’ve created a target persona in the past, now is a great time to take that information and put it into action. If you don’t have a specific persona in mind, you can take this time to conduct a bit of research and identify what your ideal customer or consumer looks like. After you’ve identified your audience, you can begin to write your content in a way that speaks to their pain points. 

Not only will understanding your audience help you create content that resonates, but it will also make it possible for you to optimize your content in unimaginable ways. Understanding your audience means you’ll know when to post, where to post, and most importantly, what to post. 

Establish Your Voice and Tone 

Before you can effectively communicate with your visitors you must first establish your brand voice and tone. Fortunately, if you’re a small business owner, your brand voice and tone most likely resembles your own so tweaking it for social media or web content will be a simple exercise. It’s important that you take both your business and your audience into account when developing your voice and tone so your content serves as an accurate representation of your business while still appealing to your audience. 

Your voice and tone will determine how your audience perceives your brand. Do you want to post informative content or focus on professionalism? Do you want to exude positivity or kindness? Are you eager to sprinkle some humor into your feed? These are all things to take into consideration when developing your voice and tone online. 

Pick your Platform 

Picking your platforms is an essential part of creating content that resonates because you want to make sure you’re optimizing your content with each specific platform in mind. Different social media platforms or online mediums speak differently to varying audiences so it’s important to choose the platforms that appeal most to your intended customer or consumer. If your research concludes that your audience doesn’t spend their time on Twitter, you may want to consider nixing that platform and opting for an alternative like Facebook or Instagram.  

Picking your platform strategically not only helps you hyper-focus on your audience but it also means you can take advantage of each platform's features and functions. If you’re posting a piece of content on Instagram, you will want to make sure you have a high-quality, captivating image paired with an enticing caption. If you’re posting a piece of content on Facebook, you may want to focus more heavily on informative written content that prompts your readers to click an external link; leading to your website or additional information. 

Here are 3 things to keep in mind when choosing which platforms you should use: 

1.     Understand the purpose of each social platform.

2.     Identify what platforms your competitors are using. 

3.     Understand your audience and which platforms they are most active on. 

Use Plain Language 

We know you’re an expert in your field but it’s important to understand that your audience may not be. Using plain language refers to creating content that the general public can easily understand. When creating content, you should approach it with the mindset that you’re educating the reader on a topic they’ve never heard of. Your content should be clear, concise, and easy to understand. Your audience should be able to find exactly what they’re looking for quickly, and efficiently with no confusion. 

Obscure language that isn’t justified or content that is difficult to navigate may discourage your audience. Understanding your audience and learning how they process and consume information is the key to creating content that resonates. 

When creating content for your audience, it’s important to take the following factors into consideration:

1.      Consumers seek content for varying reasons. 

2.     Consumers read with varying degrees of literacy. 

3.     Consumers may not be familiar with industry-specific language. 

4.     Consumers may have a visual, cognitive, language, or learning disability. 

Be Relatable 

If you want your content to resonate, it has to be relatable. Crafting your content with care will prompt your audience to engage. If your consumers or customers find your content to be valuable and relatable, they will be more inclined to like, click, and share what you do. Don’t be afraid to get vulnerable and real. Your audience wants to understand and get to know the person behind the brand. 

The persona research that you’ve already conducted will come into play again in this phase. To be relatable, you have to understand who your audience is on a deep level. What drives them? What piques their interest? Do you know what compels them to make a purchase or perform an action? 

Solve Problems 

Creating content that solves problems or answers your audiences’ questions is a great way to keep them coming back for more. Providing valuable, informational content that solves a pain point is a quick and easy way to provide value. 

Content marketing is most successful when you become a thought leader in your space. Creating content gives you the opportunity to let your expertise shine. Your audience will look to you because they know you’re an expert in your field, use your platforms to spread knowledge, or share relevant tips and tricks within your industry. 

Mix in Visuals

The words you write are extremely important but we’re all well aware that a picture is worth a thousand words. In addition to crafting the perfect message, it’s also extremely important to create visually appealing content. Online consumers have short attention spans and one of your main prerogatives when creating content should be to create content that captivates your audience's attention at a moment’s notice.  

High quality imagery, infographics, graphics, videos, and even stock photos are all great for adding an extra wow factor to your content. If you’re looking to take it one step further, we can help you capture the perfect visual content with our in-house photographer and videographer

Work with a Team of Experts on Your Content 

Are you ready to launch your content strategy? If you need copy or content support but aren’t sure where to start, you’ve come to the right place. The Co. Lab has small business marketing down to a science and our team would be happy to help you create exceptional content that resonates with your audience. 

Are you interested in learning more about how we can support your small business through marketing? Click here to fill out a contact form and we’ll be in touch within 24-business hours! Alternatively, you can check out our marketing services here. We look forward to hearing from you soon!

Other Awesome Reads