In a digital world where thousands of posts, articles, videos and advertisements are published every day, generate content that truly connects with your audience is more than ever a necessity. It's not just about posting often, but about saying things that make sense to your audience, that provide value, emotion or solutions.
Whether you're a big brand or a freelancer running your own business, knowing how to generate content that connects can be the difference between going unnoticed or creating a loyal and engaged community.
Understanding your audience: the first step to generating relevant content
Before you start writing, recording or designing anything, you need to be clear Who are you addressing?Your content can't speak to everyone: it has to speak to someone specific. Asking yourself these questions can help:
- Who is my ideal client?
- What problems do you have?
- What interests you?
- How does he express himself? What tone, what words does he use?
This exercise not only helps you choose topics, but also tone and channel. If your audience is young, a video on TikTok might work best. If they are professionals, perhaps a long article on LinkedIn.
Type of content that connects best
There are many formats you can use for generate content, but what really matters is what you say. Here are some types of content that tend to work really well:
1. Educational content:
Articles, videos or infographics that teach something useful. For example, “how to run a Google Ads campaign” or “how to improve your social media strategy.”
2. Inspirational or emotional content:
Real stories, customer successes, challenges overcome... What touches the fiber connects a lot with people.
3. Entertaining content:
Memes, funny videos or light content that helps you generate empathy and humanize the brand.
4. Participatory content:
Questions, surveys, contests... Getting your audience to participate creates a bond and gives you new ideas.
Value is above quantity
Publishing for the sake of publishing doesn't make sense. It's preferable generate quality content once a week than posting every day aimlessly. Your audience notices it.
Each piece of content should fulfill at least one of these goals:
- Inform or train
- To inspire or excite
- Entertaining or thought-provoking
- Invite to act (call to action)
If it doesn't meet any of these, it may not be worth publishing.
Consistency and authenticity: two keys to connecting
Trust is built over time, and that's why you need to be consistent and constantYour visual style, tone of voice and the values you convey should always be recognizable. You don't have to be perfect, but you do have to be authentic.
Brands that connect are not those that only talk about themselves, but those that they put themselves in the customer's shoesThose who listen, those who share, those who add.
How to measure if you are generating content that connects
There are different indicators that can help you know if your content is working:
- Interaction: comments, likes, shares
- Reading or viewing time
- Clicks and web traffic
- Number of leads or contacts generated
- Qualitative comments or direct feedback
Not everything should be measured in numbers alone. Sometimes a sincere message from a customer is worth more than a hundred likes.
Generating content is not improvising: it is having a strategy
Finally, it is important to remember that generating content is not only a creative task, but also a strategic actionMaking an editorial calendar, combining different formats, adapting content to each network and reviewing what works are basic steps to obtain results.
If you don't know where to start, the best thing you can do is seek advice. Artic Agency, we accompany brands from all sectors to help them generate content with purpose and truly connect with your audience.
If you want to take this step, we are just an email or call away.
