All too often itâ€™s easy to forget that the audience sitting behind their screens reading your content are human beings with opinions, emotions, beliefs and ideals. Creating content just for its own sake can be a mistake; some time spent developing content that people will connect with on all sorts of levels will help them engage with your business.
A customer doesnâ€™t engage with a business thinking about nothing else than transactions, leaving the rest of themselves at the door. To structure your content so that it only appeals to the business side of your customers means youâ€™re appealing to only a part of who they are.
Think about interactions youâ€™ve had with businesses where youâ€™ve come away from the encounter feeling that they â€˜gotâ€™ you. It wonâ€™t be just because they were able to meet your customer needs, but because they took some time to get to know you on a more personal level.