A Simple Trick to Make Your Content Magnetic and Memorable

A Simple Trick to Make Your Content Magnetic and Memorable. There, I’ve told you something personal about myself. And relating to an audience on a more personal level often leads to greater trust (even if I like to trick people). Do you share how your interests align with your audience? Do you share what you value? Matt Heinz, president of Heinz Marketing, noted in a recent Content Marketing World wrap-up, “Too often, B2B stands for boring. We write and create content as if buildings are reading them. Then she gets to the point of her post – how to truly listen to assure that the other person has been heard — and shares expert insight on how to make that happen. And while Bob and Brendan personalize their writing by sharing so deeply from their hearts, Heather personalized her post with a simple confession: “I’m a sucker for first-person content.” That drew me into the article because I could relate — I love first-person content too. Your audience needs to know you’re a person too — not a corporate bot only programmed to write from the perspective of a monolith organization.

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trick-content-magnetic-memorable

When visiting my twin sister’s office recently, I pretended to
be her and chatted about five minutes with her assistant. It was
hard to keep a straight face, but until my sister walked in, he had
no idea I was Stephanie and not Melanie. Yes, we’ve pulled that
trick a number of times in our many decades of twin life. Most of
our close friends can easily tell us apart, but for others it can
be disarming. But it’s all in good fun!

There, I’ve told you something personal about myself. There is a
lot I could tell you about me that goes beyond my standard
corporate bio, and I think B2B content writers need to consider
going beyond the corporate template more often.

Telling you my twin story doesn’t distinguish me as a
subject-matter expert
, but it does make me human. And relating
to an audience on a more personal level often leads to greater
trust (even if I like to trick people).

Creating content isn’t just about marketing, notes John Hall,
CEO of Influence & Co. “It’s about affecting behavior.”

Spot on. My sister, who also happens to be a professor of
psychology and neuroscience, shared a few studies with me about
communication and trust that reinforce that point. Consider this
insight from Robert Hurley, author of The Decision to Trust: How
Leaders Create High-Trust Organizations. In this
interview
he speaks to the people who receive the communication
(your audience):

You need to make sure the degree of trust you offer
matches the degree of trustworthiness in the other party. How
aligned are your interests with the other party? How similar are
the parties’ values, how predictable is the behavior, and how
transparent in communicating is the trustee?

Now, adapt that perspective for your content marketing program.
How does your company use content to gain that trust? Do you share
how your interests align with your audience? Do you share what you
value? Do you share consistently? Do you share
openly
?

That can be a challenge, particularly if you write strictly from
an organizational perspective and don’t reflect the authenticity of
your content creators (or their subjects) as humans.

In my previous role at UBM, I saw many drafts of well-written
executive Q&As that provided thought leadership on technology
topics, but also a strong
human
element — the software exec who runs marathons, the
networking SME who used to be a pastry chef. But in so many cases,
that info was stripped out once the content made its way through
the various review…

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