Well-crafted print + digital content have the power to move people.
First, you have to know your audience. Or, put another way, you have to have an idea of who you want to reach.
Content, whether print or digital, isn’t magical. If you aren’t crafting content that will get your clients’ and potential clients’ eyes (and head and heart) focused on you, then you may be missing opportunities to build lasting relationships.
The following samples illustrate how print and digital content can help you connect with your clients. From deeply reported features drawing on recent research and expert interviews to short, snackable content focused on giving readers tips they can implement immediately to profiles of industry leaders, good content works to educate, inspire and uplift.
Show Yourself: Creating Content That Helps You Stand Out
For me, writing requires a constant curiosity and engagement with the world. Whether I’m highlighting someone else or doing my own personal growth work, at the root is a desire to know more and make sense of this world and help other people do the same.
Most people want to feel connected to this world. They want the opportunity to find their place, settle into a community that feels like home. People want to feel productive and useful, and they want to be assured that who and what they’re spending their time, energy—and, yes, their money—on dovetail with how they understand themselves and their core principles.
Great content can do all of those things. Create community. Educate. Help people better live their intention and truth.
Finding ways to connect with clients and consumers in deeper, more meaningful ways, can help you foster loyalty.
Comprehensive Digital Resources
There are different ways to showcase digital content, and many platforms can help you easily and effectively manage your message. This example lives on Medium, and is a comprehensive resource my son and I developed together to better engage people around the issue of gender-affirming care for trans youth.
The Power of Personal Stories
Whether you’re a solo business owner or large company, just getting started or well established, looking for ways to build connections or wanting to reinforce existing loyalty, there is real power in personal stories. This one explores animal rescue. You don’t have to lay bare your soul, but clients and consumers will appreciate you being willing to dig a little deeper.
Share Your Knowledge
Generously sharing your expertise is a great way to connect with clients and customers. In this feature for Age of Awareness, I outline how I’d reimagine education post-COVID. Showcasing what you know in thoughtful ways allows you to shine while also inviting people into the conversation.