One of my favorite pastimes is sitting down with a warm blanket and settling in to watch documentaries.
As someone who can trace their obsession with all things true crime back to watching Unsolved Mysteries as a kid, I was beyond excited when I learned that Netflix was rebooting the series.
If the fact that I binged all of the new episodes in one weekend is any indication, the newly reimagined docu-series was worth every bit of hype.
What is it about documentaries like Unsolved Mysteries that just make them so good?
The filmmakers understand what makes their audience tick.
They know what will capture their heart and their attention. Documentaries are educational.
Every time I finish a great documentary, I come away with newfound knowledge (even if that knowledge is the details of a supposed alien abduction). And finally, the best documentaries are also highly entertaining (and binge-worthy!)
So, what do documentaries have to do with creating content? I mean, you’ve heard it over and over again – using social media to connect with your audience is essential to growing your business.
Like the best documentaries, you can create meaningful and high performing pieces of content by understanding, educating, entertaining, and empowering your audience.
1. Understanding Your Audience
Gaining insight from your audience is essential to connect with your dream client and developing the perfect product or service for them.
Understanding your audience happens by listening to them. What questions do they have? What do they struggle with? What are their pleasure points? How can you better serve them with your products and services?
Here are a few practical ways that you can gain a better understanding of your audience:
- Examine your social media and website analytics. Who are they? What are their demographics?
- Figure out what social media platform you receive the most engagement on. Knowing where your audience hangs out and naturally engages with your content can help you better understand who they are and how you can serve them.
- Pick out a few followers who are incredibly engaged with your content and read their social media bios. If their accounts are public, scroll through their posts. You can gain a lot of insight into who they are just by observing.
- Reply to comments, respond to emails and DMs, have real conversations. This is where you’ll really begin to form a connection with your audience and gain valuable insights.
- Post a few polls to your Stories, send out a survey to your email list, or simply start a conversation. The best way to learn more about your audience and their needs is to simply ask them.
2. Educating Your Audience
Once you’ve done your homework and taken the time to understand your audience, now it’s time to start making content!
Sharing relevant, educational posts is one of the absolute best ways to ensure you’re creating content your audience will love.
Ultimately, your goal should be to nurture your audience in order to gain more qualified leads.
One of the best ways to do this is to position yourself as an expert in your particular field, which means sharing helpful, relevant knowledge with your audience.
Below are a few ways you can interact with your audience, craft great content, and establish yourself as an expert:
- Focus on posting practical, educational tips on social media. Your audience will eat up these bite-size pieces of helpful content.
- Share relevant articles and talk about the latest news in your field that would genuinely be helpful to your audience.
- Answer questions in Facebook groups. Rather than outwardly promoting yourself, provide value to other group members.
- Hop on Instagram Stories to share educational tips, or start an IGTV series to teach your audience about a particular topic.
- Actively answer any questions you receive in your comments, in your DMs, or through email.
3. Entertaining Your Audience
This third tip is one of my favorite ways to connect with audiences because it allows you to humanize and personalize your brand in the eyes of your potential customers.
Entertaining your audience is all about being approachable, authentic, and personable. This will allow you to build a deeper connection with your audience and customers.
Remember, people don’t buy things from faceless companies. They buy things from the people (and by extension, the brands) they know, like, and trust.
So, what are a few practical ways you can start entertaining your audience?
- Try your hand at live video on Instagram or Facebook.
- Commit to showing your face on Instagram Stories, Reels, and IGTV. By regularly showing up, your audience will start looking forward to your content!
- Share an entertaining story with your audience that has a deeper meaning.
- Start an Instagram hashtag or free challenge and invite your audience to participate. Be sure to make it fun!
- Be authentic and personable – be YOU!
4. Empowering Your Audience
To recap, so far, we’ve talked about understanding, educating, and entertaining your audience.
This fourth and final tip is perhaps THE most powerful way to connect with your audience on a deeper and more intimate level!
In the words of the late, great Maya Angelou…
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Empowering your audience through words of encouragement, affirmation, and inspiration will create a deep connection that they’ll remember.
And here are a few ways that you can create content to empower your audience:
- Share your own story of overcoming an obstacle to accomplish a goal.
- Inspire your audience with a success story of one of your customers/clients.
- Post an inspirational quote to your feed or stories.
- Challenge your audience to commit to a big, scary goal.
- Be open and authentic – share both your struggles and your wins.
Using social media for your blog and business is more of an art than a science.
Experiment with different types of posts, different ways of interacting with your audience, and find the perfect balance of these three-pointers that works for you and your business.
And just maybe, gain a little inspiration by spending a few hours watching your favorite documentaries on Netflix!