The goal is to create content that connects your customers with your brand.

Strategic content will help your customers connect with, align themselves, trust and like your brand. Ultimately becoming paying customers and loyal advocates.

You achieve this through conversation!

Every piece of content you post or publish is part of a larger conversation you’re having with your customers.
Even if you’re not yet aware of this conversation you’re having with your customers – it’s happening.
From the very first time your customer searches for a solution (ideally a solution you offer), you’ve entered into a conversation.

Now, you can be a silent contributor, or you can lead this conversation.

[And you lead it through the content you’ve created, curated and optimised for your customers].

Ideally, every time your customers consume a new piece of content, you’ve created for them, they’ll become more *aligned* with your opinion, belief, options and solutions.

The goal of this conversation is to prove to your *potential* customers that you are the only choice for them.
That special moment in the conversation is when your content connects your customers with your brand. 

So, how do you go about creating content that connects? 

Create content based on your core brand belief.

What do you/your brand truly believe? About the world, your customers, your niche? A core brand belief statement is a piece of content that will always bring you closer to your ideal customers because it will naturally align with their values (not all customers, just your ideal customers).

You can say this with the words; “We believe in…”

Examples: 

Everlane
Everlane is an ethical, transparent fashion company.
Their core brand belief: “We believe we can all make a difference”.

TED 
TED is a nonprofit devoted to spreading ideas.
The TED belief statement: “We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world”.

Wikimedia
Wikimedia doesn’t use the words “we believe” however it’s clear to say what they passionately believe in their statement:
“Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment”. 

Bohemia
That’s us! We’re a copywriting and content marketing studio.
Our core brand belief: “Because words matter”.
Our belief is in the power of words. Heck, that’s what our whole business revolves around! 

Create content that connects your customers with your brand based on your “promise” to your customers.

Say you run a same-day flower delivery business. Your promise to your customers is that they can place an order and send a bunch of blooms that will be delivered on the same day.
Imagine your customer forgets their anniversary and needs to send flowers to their significant other ASAP… this promise of same-day delivery will be important to that person!
Try not to be boring about it – instead of always saying “same-day delivery” you could share stories about customers who’ve needed that same-day delivery and how it’s made an impact in their lives. This could be a cheeky insta story or insta reel or a facebook live to share the moment. 

Create content based on things that go hand in hand with your product or service.

Say you run an accounting firm that specialises in accounting for small businesses, specifically entrepreneurs. Yes, your “conversation” with your customers will mostly be about accounting.
However the larger conversation involves money, the value of having more or less money, how to save or spend money, what that saved money could be spent on or how it could be invested.
It’s all about relevance and topics and trends that are relevant to both your customer and your brand. You see, there are many facets to this conversation with your customers. 

The content you create should incorporate so much more than your businesses “offer”, product or service. 

Create content that connects your customers with your brand, based on your “behind the scenes” stories.

Behind the scenes is a great place to start creating content that connects. This is an easy one for small business and for entrepreneurs, and especially easy to do with social media.

The “look behind the veil” posts are always great because it allows your customers to connect with the *reality* of who you are, who your team are, and what your business is all about.

The Digital Picnic is a brand that excels in truth-based, behind the scenes content that really connects with their customers. The more interesting ways you can share about behind the scenes RELEVANT information, the more your followers and customers will be able to connect with you because *we humans* are inherently programmed to LURVE a good story.

There is a veritable feast of content that connects your customers with your brand when you go looking for it. There is a plethora or nteresting ways to communicate more than your offer and allow your customers to know, like and trust you thus becoming paying customers and loyal brand advocates.
These four examples should get you started! Stay tuned for more copywriting tips and content marketing insider advice.

Remember the goal of this conversation is to provide content that connects and proves to your *potential* customers that you are the only choice for them! 

Sarah x

Sarah Bidmead

Sarah Benitez

Owner and Head Copywriter, Bohemia Copy + Content Studio

15+ years experience in content marketing and copywriting.
Word Lover. Mama. Wifey. Eternal Optimist.