Forget flowers and candy. Want a meaningful relationship with future and current customers? Create content that caters to their deepest needs. Learn how.

How to Romance Your Audience with Content

Thu Apr 5, 2018

Business is a lot like dating. You want to make as many connections as possible and discover potential mates, with hopes of eventually sealing the deal with a good match. Just like dating, your offer doesn’t always resonate immediately with someone you’re interested in. You might have made a bad first impression, or worse, no impression at all. Once you do find a lasting business relationship by way of a transaction, how do you keep the spark alive over the long term so that they don’t stray?

While in the dating world there are many strategies for keeping love strong, and there’s no one-size-fits-all solution. Fortunately, in sales, marketing, and account management, creating content is an effective, powerful way of romancing leads, prospects, and customers.

If you want to improve your relationship with your audience, including both prospects and customers, forget the flowers and candy. Offer them content that actually means something.

Give Them Some Attention

Some businesses still can’t get away from the old brochure and ad copy days, and only want to talk about themselves. If your content is self-involved, it’s only going to resonate with you. Pay attention to what your customers’ wants and needs are, and produce content to help acknowledge and explore those needs. Most importantly, help them understand how those needs can be met, with our without your offer. If your readers or viewers can see themselves reflected in the content you create, they’ll be smitten.

Develop Trust with Honesty

One of the reasons for the explosion in content marketing is a shift in how customers engage with businesses, and when they choose to do so. Expecting to be misled or misinformed, they spend days, weeks, or months doing their research before initiating contact, consuming any content they can find along the way—blog posts, reviews, white papers. The customer is trying to keep the dialogue honest in order to make a smart buying decision. Be a source of reliable information—even when it means your solution isn't the best—and you will win their trust and build credibility.

Shower Them with Affection

A common complaint in long-term relationships is that one partner just stops trying. As marketers, we invest a lot of money and effort into wooing new customers in order to grow business. Too often, the customers who keep that business strong end up feeling forgotten and neglected. Case studies, testimonials, and customer showcases are not just a way to better sell your product. They’re also a great tool for making customers feel celebrated and special, with their successes taking center stage. Highlighting existing customers also lets them know that aside from providing you with steady revenue, they are as integral to your success as you are to theirs.

Offer Your Support

When something goes wrong despite everyone’s best efforts, what matters most is how you deal with the problem. While you can’t anticipate every problem that can come up, you can still prepare support content to help customers troubleshoot common problems, and make the most of what you offer. Informed customers are empowered customers, and having good self-service content can give them the tools to succeed. Enabling them to find solutions to smaller problems also frees up your team to be more available when something bigger arises.

As with any healthy relationship, you want to give as much as you’re getting from your audience. Insightful, informative, and helpful content is a surefire way to the hearts of your prospects, and finding enduring love with your customers.


Karo Kilfeather, content marketing manager at Percussion Software
Karo Kilfeather
Content Marketing Manager | Percussion Software

Karo was born in Poland, and learned to speak English by watching "Saved by the Bell" reruns during her first summer in the U.S., which has left her unable to go through life without occasionally breaking the fourth wall. As Percussion's content marketing manager, she oversees and creates content that drives website traffic, engages followers, and helps fill the marketing and sales funnel. She writes about content management, content marketing, SEO, social media and web design, and how to make it all less complicated.