An Easy Tip to Create Content that Connects
By Levina Kusumadjaja
How many best friends do you have? Imagine them and count them. What about friends—people who are your friends but not your best friends, how many friends do you have? Try to count them too. Chances are you will have 1 best friend, or a few best friends max. And even if you have 10 close friends, chances are you don’t have the same deep connection with all 10 of them. Now in this pool of 10 friends, how did one or the few grow so close to you that they have a special place in your life?
Sometime in the past, your best friends were once strangers, but you met them and you got to know them. You invested a lot of energy and time with them that you end up building a meaningful relationship with them—more meaningful than the ones you have with other people in general. This one person turned from a stranger to almost family.
Creating good content is like building friendship with a best friend—you want to focus on one to connect deeply.
The best advice I’ve ever received about creating content is this: think about one person when you write, and write to that person only—write as if you are talking to them one-on-one. When you create content wanting to connect with everybody, you will end up connecting with nobody. Because connecting with everybody means creating something less personal, the content becomes generic.
Generic content is available everywhere and gives little reason for your audience to come back. When you shift your focus to just designing or writing for one person in mind, you will end up connecting with somebody that will lead you to everybody. That somebody will represent a group of others who are like that one person too, which means you have a community of people who think and feel alike who would connect to your content.
So, as you create content, try thinking of one person in your mind and what this person would want to hear. Think about their daily lives, the things they love doing, and the things they struggle with. If you were them, what kind of content would you be interested in? What kind of language would make them feel understood and valued? Start from there and try it out to your audience. Get their feedback and assess, do they feel connected with your content? What other things can you do to create better content?
Cheers!
Levina
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About the author:
Levina is a writer based in Indonesia. Because of Melinda Livsey, she recognized the power of brand strategy for every creative. She is sharing about her learnings as she goes to help creatives have fun in their growth and journey of building brands. Connect with her on LinkedIn and say hi!