Relatable content refers to landing pages, articles, or social media posts that your audience resonates with on an emotional level. The messaging in these digital assets makes them believe, “This brand gets me.”

And it’s easier said than done.

To ensure your potential buyers find your content relatable, you must tell stories around your brand that champion your readers. Moreover, these content pieces should be factually correct and timely relevant, while following the best content writing practices.

In this article, let’s look at seven battle-tested strategies that’ll quickly make your content more relatable to your audience.

1. Use AI Tools Responsibly

AI tools, such as ChatGPT, Claude, and Gemini, can be quite effective in accelerating your content production process. They can help content marketers and writers generate ideas, create outlines, and produce drafts faster.

At the same time, these platforms have certain creative limitations. 

For instance, seasoned AI users often report that LLMs’ output sounds robotic and unempathetic compared to a human’s work. The blandness can make the landing page or article disengaging, pushing your potential buyers away.

Therefore, when leveraging generative AI for content creation, it’s essential to polish the machine’s draft to publish humanized AI writing. The fine-tuning should enhance the piece in terms of emotionality and contextual relevance.

2. Tell Stories, Not Just Facts

Facts are helpful in justifying a decision, such as buying a product or soliciting certain services. However, it is stories that nudge your buyers to make that decision.

Stories put your readers in the shoes of a protagonist they can relate to in terms of the challenges faced and outcomes desired. It takes them on an emotional journey that captures their feelings through the process, while still remaining factually correct.

A simple approach is to champion your existing customers when explaining how superior your offerings are.

If you are selling sales software, share how it has helped an existing client save more time during their day by automating repetitive tasks, enabling them to close more high-value deals.

Similarly, if you are offering web development services, highlight how your team allowed a company to deliver a delightful onsite experience to their visitors.

3. Interact With Your Audience

One of the oldest sayings from the business world is: people buy from people, not faceless organizations.

You can see the truth of it by comparing the performance of two styles of content writing: conversational and technical.

The conversational digital assets talk with the reader, while the technical approach talks to them. Choosing the former approach will make your brand appear more human, empathetic, and most importantly, relatable.

Furthermore, your audience is more likely to leave a comment or reach out to you when your posts don’t feel like corporate announcements. Conversational pieces invite independent thoughts and opinions, boosting brand affinity down the line.

4. Be Real and Authentic

Every business tries to create and maintain a perfect online presence. While the logic behind it is understandable, it’s not a practical objective. No matter how robust your workflows are or how skillfully sound your team is, there will always be something you can work on.

Hence, it’s better to embrace it and use it to connect with your future customers because they are imperfect too.

Again, it seldom means you throw away a professional approach and become entirely informal in how you communicate with your audience. It actually means you need to show vulnerability as a brand to show how much you care.

Avoid fluff and jargon. Speak to your audience as if they are your close friends at work. Accept your mistakes when you make them and promise that you will continually improve because you value your customers.

5. Follow Industry Trends

The latest industry trends reflect what your audience currently cares about. It could be a new platform, technology, regulation change, or evolved consumer preference. These in-demand topics have dedicated followers.

Creating targeted content around these trends, but in the context of your brand, allows you to leverage the existing buzz in the market and attract high-intent traffic easily. 

Keep a close eye on relevant publications, digital magazines, influencer content, and forum discussions to learn what’s hot. Then, formulate your own opinion or perspective on it because it will give you something unique to talk about. Finally, join the discussion through your content.

6. Share Firsthand Data

Firsthand data refers to information that you completely own. Using it to tell stories or give advice gives you an upper hand, as you are the only one with those data points.

The most obvious place to start is customer data. 

If you are a product-based brand, look at how your clients use your platform and ask them how your tool has helped them. Similarly, service-based companies can learn how their solutions elevated their customers’ business.

These data-backed tales can be woven into engaging case studies and customer success stories. Such content types are quite relatable to your potential buyers, increasing brand affinity and conversion probability.

7. End on a Positive Note

All’s well that ends well. — William Shakespeare

Your readers should leave with a positive feeling after consuming your content, whether it is a landing page or whitepaper. They should believe that their challenges can be effectively tackled to propel their business forward.

When writing the concluding section, reiterate the problem statement or highlight the topic’s importance first. Then, summarize your opinion, advice, or perspective in a conversational and friendly tone that helps your audience in an actionable manner.

Wrapping Up

Brands need to establish a rapport with their audience before pitching their solutions to maximize the chances of a conversion. They can do it by following seven tried and tested tactics.

First, identify the strengths and weaknesses of AI-powered tools in content creation workflows and use them accordingly. Second, weave narratives around your brand, centered around your potential customers.

Third, your content should invite discussion, rather than announce something. Fourth, be truthful and vulnerable by ditching the overtly corporate tone. Fifth, monitor what’s happening in your niche and join the conversation.

Sixth, tell personalized stories around the data that you own. Finally, wrap your digital assets with a positive note so your readers leave wanting more.