Your content is created for the audience! NOT for your own pleasure.

Raise your hands if you’ve been through the same situation that was mentioned in the title above.

Being a copywriter for 8 years and more, I can say that I’ve met all sorts of clients (almost all sorts).

However, this one typical type of client gets to me all the time.

I normally call them the ‘self-absorb’ type of clients.

Typically this group of people would come and seek your creative advice and service.

However, at the end of the day, once everything is done up, they would revert to their own idea.

Here’s a good example that I can provide.

A client would approach you and ask you to write a video script for their company video.

The main focus of the video is to bring out the value of the company, rather than sticking all sorts of product detail and services towards the audience.

However, once the script is done based on the requirements, they would have the feeling that this content is lacking.

It’s not really highlighting what the company is, what the company does, and what the company sells.

And they would revert back to the typical type of video content, this is what we do, this is who we are.

I can’t provide any further details on this to protect the content privacy of my clients.

Moreover, this post is not meant to condemn any clients. It is to highlight something that we NEED to realize.

I can’t say this enough, we are living in an era where contents and being literary stuffed into our brains on a daily basis.

This starts from the moment we open our eyes. Most of us would typically reach towards our phones. And there is where all the information feeding began. And it doesn’t stop until we put our phones on charge before we head to bed.

The social media feeds that we scroll through and web searches. All we can see is information and advertisements come pouring over. Constantly asking us to click on it or to take some sort of action towards it.

Along the way, we’ve learned how to adapt to all these content by knowing which content should be unfollowed and filtered.

SO, if you’re a content creator at this era. It might take you 10 times more effort to create content that attracts traffic.

That is why if you’re a brand looking to create content for yourself, you need to SERIOUSLY UNDERSTAND that your content is meant for the audience. Not for your own pleasure.

Yes, while it is a thrill and joy to see your own content created at your own liking; if it doesn’t attract the audience it’s just a content that is waste of time and money.

Being a copywriter in Malaysia, I still see there are many companies and brands that would create content that the internal team like but not what the general audience prefer.

Of course, when I say this, there will be people that would argue that everyone has a different preference. Some might like it some might not.

I totally agree. But as a content creator and a marketer, I would always stand a the point of view where I need my content to work so that the cost that I’ve spent on creating the content wouldn’t be wasted.

One of the main reason content is created is to gain conversions.

Conversions come in all types of form, it can be a conversion towards sales, followers, awareness, and etc. But always remember the main purpose of content is to convert.

When creating content, we need to think on the audience perspective.

Whenever I write my contents, I would ask this few questions:

1. Is my content relevant to today’s context?
2. Would my targeted readers like it?
3. What value can I bring towards my readers?
4. How can this content potentially convert new readers?

These are the questions that would direct the entire flow of my content.

In the midst of sharing my point of view, I would craft my content based on the preference of my targeted audience as well.

For instance, if I’m writing to a more general crowd, I would cut down the usage of professional terms/jargons. I would write it in a more layman tone so that it’s much easier to read and understand.

We are living in a content overflowing era. So if we want people to view our content, it needs to have a personal touch, a niche and interesting angle to attract the viewers.

We can’t just throw in whatever we think is good for ourselves. We need to think outwardly, we need to think of the audience in general.

So the next time when you’re crafting a content, remember this.

You’re doing it to attract them, not for your own pleasure.