Another way to market your product or service? Really? Yes, we are really exploring something new today. But don’t worry. It’s not groundbreaking. If you look at how the Internet And If your audience’s interests have changed, you’ll understand why investing in conversational content might be worth it.
Are you interested in this?
That’s the big question you want to ask your audience. Because you want to write content that interests them, and yet… something isn’t right. Platforms like Reddit are moving up in search results instead of actual blog posts. There’s a trend that people don’t seem to understand.
But it makes sense. People want to read what interests them, and lately they’ve become less interested in the cold, business-like approach that most websites and blogs take. And let’s be honest, what’s more engaging?
The recent trend shows that audiences are more likely to engage with content written in a semi- or even completely informal style, with syntax that one would use when speaking.
Or: I noticed that my blogs got more response when I talked about personal preferences and experiences. So I did that.
Yep. It’s the latter, right?
Why the shift towards conversational content?
Look, we don’t want to blame AI again, but… it doesn’t help. It makes every blog post sound the same; worse, half the time it’s not even right. That’s why we don’t want to read a fully generated blog post. And yes, we can tell it’s generated. Lots of people can these days.
Bottom line: People notice when content is generated and they don’t want it. They want authenticity. That’s why they go to… Reddit. Because that’s where people give other people advice and talk to them about their problems.
What about influencers?
Good question (I once read a blogger complaining about the use of questions in headlines because it’s not an interview, he said, but it reads more like a conversation, doesn’t it?) Influencer marketing doesn’t work as well as it used to, mostly because people aren’t clueless. They see through the pretty photos/videos/words. They know the influencer is being paid to say positive things, which makes it less engaging and ineffective.
Don’t give up on influencers completely
What does Collaborating with micro or nano influencers seems to work. People with a small following usually have a better connection with their audience. Their brand deals are also less frequent because they are not very well known and are not bombarding their followers with one commercial after another. Plus, the brands that sponsor/collaborate with them may also be smaller and better suited to the micro/nano influencer’s own brand.
The reasons for this may be varied, but they all boil down to the same thing: the content of micro and nano influencers is more authentic.
A change in the needs of the audience
You have probably heard the phrase “Write for your users.” Yes, we used it too, because the underlying message is not wrong. You should Write content that interests your users. The problem is that people don’t want to read cold and factual content anymore. They want to have a conversation with You.
So what should you do?
Look at your own content. Try to figure out how you can make it more authentic and genuine, and how you can add value to your audience. And no, we’re not talking about how your product adds value. We’re talking about your content. Your brand.
Brand marketing is the most important thing
Yes, this sounds like a no-brainer, but hear us out. Let’s say you’ve seen posts and content from a brand that really inspires you. It makes you laugh, makes you think, and makes you feel connected to the brand. Eventually, when you visit their website and see their product that fits their brand, you’re probably more inclined to purchase/subscribe.
Why? Because you were not beaten to death with commercials or advertisements or buy our The fastest, best and newest solution that will change your whole life. You will look back at your life before our product and think: Wow. How could I have ever lived without our product?
This kind of marketing gets exhausting. Besides, it means nothing. Everyone is the fastest and everyone has the best product. We don’t believe that anymore and you probably don’t either.
Be authentic in your brand marketing
People are looking for authentic web experiences. They don’t want to be drawn into a sales pitch, even though that’s half (if not more) of the web these days. Visiting a website is like opening your front door to someone selling vacuum cleaners. It’s exhausting.
You need to make a real connection first. So promote your brand identity. Show interest in your users and their lives. Talk to them like a real person. Have a dialogue with them. And please don’t ask people to open their wallets and hand over money without even saying so. Hello, how are you? First.
Read more: Should your content be globally relevant? »
Cindy is a Content Manager at Yoast. She writes and optimizes blog posts and enjoys writing content that helps people create better content for their site and users.
