The more I write, the more I understand that writing isn’t just words on a page. It’s not just conveying helpful information or selling a product, service or idea. It’s about connecting with people.

I recently read this quote in a blog post on how to make money as a fiction author: “People aren’t just looking for content – they’re looking for connection”. And it’s true; whether you are writing fiction or non-fiction, people aren’t just there for your words; they’re there for an experience they can relate to. And this experience is what keeps them coming back.

So, how do you connect with people through your content writing? How do you keep them coming back for more?

Know your audience

First, you need to know your audience and what they care about. What problems do they need to be solved? What language do they use? Understanding your audience helps you engage with them and tailor your content to what they want.

Speak their language

There’s nothing more cringeworthy than seeing someone try very hard to fit into a space that’s not for them, like when adults try to sound “cool” when speaking to teenagers. If it’s not natural for you to talk in a certain way, please do not force yourself. If it’s not for you, that’s okay. Find a style that feels right for you. Read your content aloud; if it sounds weird or inauthentic, edit until it feels like something you would say.

Tell stories

Stories are not just for novels. Weaving a compelling narrative or experience into your content is more likely to make your insights memorable and relatable. Many leaders, from CEOs to the vicar at your local church, employ this technique in their articles and/or talks, using lessons from their experience to illustrate key concepts. Storytelling also gives your content something unique for your audience to hold on to.

Invite conversation

Don’t lecture. See your audience as people you like talking to and your content as a conversation between friends. Ask questions and invite comments. Keep your tone warm and inviting. If you have much to say, break up your paragraphs with headings and pull quotes or images. Sometimes, a well-placed gif can go a long way.

Tap into emotion

Good writing will always evoke a feeling. Use relatable examples to illustrate your point. Infuse your writing with your personality to engage with the reader and let them get to know you. If you’re passionate about something, it will come across in your writing, and your audience will catch on and get excited too. When people like stuff, they engage with it, share it, and remember to come back.

Be consistent and build trust

It takes time to build an audience – this I know too well! But the key is consistency. Post regularly and deliver value each time so that your audience, as they grow, knows what to expect from you each time.

How you connect with your audience, whether through a blog, a social media post, or a thought leadership article, isn’t about being the loudest voice in the room. It’s about crafting relatable and engaging content that resonates with people’s desires and taps into their emotions. You may not get it right the first time or even every time. The trick is to keep writing until you find what works for you and the audience you want to reach.

What are your top tips for engaging your audience? Please share in the comment section below.

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