By knowing your persona, you can create targeted content that speaks directly to your audience’s concerns and interests. For example, if your company serves small entrepreneurs, it’s important to understand their challenges and how your solution can help them.
The language you use when communicating with your audience is crucial to creating a closer, more humanized relationship. To do this, you need to adapt your brand's tone of voice so that it is accessible and empathetic.
When writing content, whether for a blog or social media, use a conversational tone, as if you were speaking directly to the person. Avoid jargon or technical terms that might alienate the reader, unless they are absolutely necessary. Even in the context of website creation, where technical terms are common, it is possible to translate complex concepts in a simple and understandable way.
3. Practice storytelling
Stories have the power to engage people and bc data create emotional connections. Telling stories in your content, a technique known as storytelling, is a great way to humanize your brand.
Instead of simply listing the features of a service or product, tell a story about how it solved a customer’s problem. Real stories create a sense of authenticity and show that your company understands your customers’ pain points and needs.
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Here at Henshin, for example, we have already told stories of brands that managed to generate more results from SEO strategies. Check them out below:
How Pepsi's SEO Drives Millions of Visits Online
How Rakuten SEO Made Their Traffic Grow 2.7X
How Airbnb's SEO Made It Grow in the Hospitality Industry
4. Prioritize slow content
Instead of producing a massive amount of low-quality content, focus on creating more well-crafted and relevant content. This practice is known as slow content. The focus here is to slow down production to ensure that each piece of content is high-quality and truly useful to your audience.
This is especially important in corporate blogs, where the temptation to publish generic articles is great. Well-planned content that deeply addresses the topics of interest to the persona will have much more value than dozens of superficial texts.
5. Value the people behind the brand
Showcasing the people behind your brand is a great way to humanize your content. On your website or social media, include photos and testimonials from the team that works behind the scenes, and show how the work is done on a day-to-day basis.
This approach helps build trust, as your audience feels like they’re dealing with real people, not some distant corporate entity. This is especially true in the website development industry, where companies are often seen as just technical service providers.
6. Personalize interactions
Personalization is another effective way to humanize content. This means creating unique experiences for each customer by tailoring content to their preferences and behavior. While this is most easily applicable to email marketing strategies, where you can personalize messages based on user behavior, it can also be implemented on blogs and websites.
For example, offering personalized recommendations for blog posts based on a visitor's interests is a way to show that your company is attentive to their specific needs.
7. Make room for feedback and interactions
Inviting your audience to join the conversation is a powerful way to humanize your content. Respond to comments on social media and your blog, ask for their opinions, and most importantly, be willing to listen.
This interaction shows that your company cares about your customers’ opinions and is willing to improve based on their feedback. It’s a way to build a relationship of trust and closeness.
8. Align your content with company values
Your company’s values should be present in every piece of content you produce. This is especially important for humanizing your brand, as modern consumers prefer companies that champion causes and values they identify with.
If your company has a strong commitment to sustainability, for example, this should be reflected in the content you produce. Talk about the importance of respecting the environment, and show how your services can help achieve this goal.
9. Be authentic and transparent
Last but not least, authenticity is one of the key characteristics of humanized content. People value brands that are honest and transparent. This means not promising more than you can deliver, admitting mistakes when necessary, and being clear about the benefits and limitations of your products and services.