Content creation is a tricky beast. There is always a need to fill content slots, but there is also saturation on many channels. How do you stand out in a saturated market? You can start by creating conversational content that your consumers want to read.
Defining conversational content
What does that phrase even mean? It isn’t a buzzword, I promise. Conversational content speaks to users in their language. They don’t need a dictionary to get through your word choice, and you are relaxed in your tone.
In short, write like you’re speaking to a peer.
Why it’s effective
When you speak to people like you are comfortable with them, they will be more comfortable with you. It’s as simple as that. If you want to engage your readers and become approachable, you must make people want to talk to you.
Personality in a brand is essential. Humor, knowledge, and accessibility are a powerful triad that can bring you closer to your audience and build relationships.
How do you do it?
It’s simple. Think through the questions a normal person would ask when discussing your topic, and answer them as if you were sitting next to each other. Don’t talk down to them or speak over their heads. What baseline knowledge does your average user or reader have? Assume that and create accordingly.
- If it’s something basic, maybe skip over the nitty-gritty and slip in a link for more information.
- Answer questions appropriately. You want to have enough information to be helpful.
- Casual vernacular is good. Be approachable and comfortable—nobody wanted to read stilted techie language or boring manuals. Be funny. Be human.
- Don’t be scared of a joke! Just be sure it is something relatively neutral that won’t fall flat on your readers.
- Casual does not mean sloppy. Just because you present less-formal content does not mean you have permission to skip editing or give false information.
Creating conversational content can help you resonate with your audience and connect on a real level. Go forth and be real!