The realms of digital marketing are strewn with the ruins of entrepreneurs who believed that the industry was just like any other form of marketing. The problem, of course, is that digital marketing is as much a numbers game as anything else.
Customer challenges, pain points, keywords, SEO, and the endless data streams that hold them all together become the dominant talking points of an industry obsessed with human behaviors. Look at any “how-to” article on digital marketing, and you’ll be greeted with a deluge of talking points about exploiting whatever data you can gather.
However, at it’s core, digital marketing is primarily a content-focused practice, leaving a human-shaped gap in the process. In today’s blog, I’ll be going through why making “human-focused” content is vital and how this strategy can expand your business outlook.
To err is human, or so the saying goes. Humans aren’t perfect; we have flaws and imperfections that constantly present themselves. Crucially, being able to see flaws makes it easier for us to relate to one another.
In digital spaces, blemishes and imperfections are almost considered heretical ideas. Still, the existence of imperfect content is often the very thing that makes a business seem more tangible and, crucially, relatable.
Obviously, it pays to make those documents or content pieces as perfect as possible when it comes to more official content, like white papers or press releases. However, if you’re trying to endear yourself to potential customers and clients, it can be beneficial to use relatable content.
So, What is Human Content?
Human Content is content that gives customers or clients a glimpse of what makes your business unique and authentic. It’s the personal stories of your journey as an entrepreneur, the achievements of your teams members and the relationship between your business and your customers. As the nature of this style of content is difficult to predict, the imperfect nature of these stories becomes the bedrock of authenticity that your very human customers and clients desire from a business.
A Human Edge
One of the biggest struggles for many starting small businesses is answering the question: “Why choose me over a bigger business?” It’s a difficult question to answer; more prominent companies can typically offer lower prices, more established processes, and a clear history of success. However, what a large company can’t provide is a personal experience.
As the old saying goes, people don’t do business with logos but with people. Using human content is a way for small businesses to differentiate themselves from larger competitors and show a level of authenticity that is difficult to achieve on a bigger scale.
In digital marketing, the importance of maintaining a human edge is vital. The internet is filled with logos, prices, and faceless interactions at every level. Making content that pierces the veil of anonymity and reminds prospective customers of the humans behind the screens can often be the difference between failure and success.
That’s it for today’s entry! Check out my other blogs for more thoughts on the latest development in the digital industry and the challenges of entrepreneurship in the online world.
Until then, see ya later!