How to Build and Foster a Relationship with Your Audience

Creating compelling content is the first and foremost duty of any content marketing writer. But simply writing one great blog post, article, or white paper doesn’t compel your audience to read the next piece of content you create. Unless you actively work to build a relationship with your audience, each piece of content will be judged independently. While this can be advantageous at times, you will generally benefit more by building and fostering a positive relationship via the content you write.

Leave Them Satisfied

The first step to building a relationship with your audience is getting recognized for the quality of the content you produce. Clients will recognize content that furthers success goals, but your audience will judge you by a different standard.

If a person is reading your content, the vast majority of the time it is because something in your headline sparked their interest. Assuming that is the case, the way you satisfy your audience is by fulfilling the promise of your headline, whether that is answering a question, solving a problem, or explaining a complicated concept. When you fail to fulfill the promise of your headline, you disappoint your audience and damage the relationship you are trying to build.

Leave Them Wanting More

This piece of advice may seem like it directly contradicts the last piece of advice, but it doesn’t. You fail to satisfy your audience if you leave them wanting more in regards to the promise you made in your headline, but that doesn’t mean you can’t leave them wanting more about a related topic.

That is the trick here. When fostering a relationship with your audience, you want to create interest in topics related to that content. By referencing unanswered questions on those topics, you set up the audience to want to learn more. You shouldn’t be obvious about this. You want your audience to leave with a niggling question that itches like the need to sneeze.

Leave a Great Memory

Apple has aired hundreds of commercials over the decades, but there is one that is remembered more than any other:

It is considered as great a classic among commercials as “Gone with the Wind” is considered among movies. The sharply contrasting gray scale of the world and the bright colors of the protagonist make it a visual masterpiece and the direct reference to the novel “1984” tugs on the memories of the viewer.

Content that builds a relationship needs to be similarly memorable. This is best done with a number of tricks:

  • Popular references
  • Humor
  • Images or words that appeal to emotions
  • Conflict
  • Shock value

If something in your content leaves a great memory, your audience will return for more great memories.

Leave Them Wanting You

No matter how well you follow the previous advice, the frustrating truth is that their are other writers who can offer a similar experience. That is why it is critical that you foster a relationship where “similar” isn’t good enough.

To do this, you want to plant the seed that your knowledge and content offer unique benefits that the audience can’t get elsewhere. Depending on the content you are creating, this could be because you prove that you are the most knowledgeable writer on a specific topic, you claim to have resources available to you on a topic that other writers don’t have, or just that you are the only writer who has ever asked certain questions.

However you approach this, once your audience is craving your content specifically, you have built a relationship that is beneficial for you, your client, and if you are doing your job right, your audience as well.

Mickey David

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Mickey has degrees in linguistics and logic from a top 25 university. He has been writing online for the approximately five years, specializing in gaming, hobbies, and media. He has never missed a deadline. Quality and speed are equally important to Mickey and he'll never sacrifice one for the other.

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Georgia Potts
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Georgia Potts

What’s interesting about that commercial is that is was aired only one time. Just one airing and it is one of the most memorable commercials in history. That’s what a great piece of content can do as well.

Angela Thomas-Toure
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Angela Thomas-Toure

I agree, definitely a memorable commercial worth mentioning, especially since it only aired one time.

Earl Dotson
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Earl Dotson

That’s not just interesting, it’s amazing. So many commercials air countless times and make no impact, while “1984” airs once and achieves iconic status.

Amelia Stewart
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Amelia Stewart

The Battle strategy of writing Building your audience/team can be trivial: There’s a few tricks. So, you think writing is for everyone… it’s not, but, it can be. After reading this blog, I’m sure that you have loaded your arsenal with enough information so that you are armed to engage an audience with both captivating and compelling information. Besides, as this author states, “it is your number one duty”. Giving an audience one good piece (be it an article, blog or white paper) doesn’t stack up the deck, it just proves that you are a one hit wonder I must… Read more »

Georgia Potts
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Georgia Potts

Have you thought about writing one of these posts? You always have such detailed and interesting comments. I’ll bet you could create some interesting posts for this blog!

Earl Dotson
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Earl Dotson

How can anyone succeed as a content marketing writer without building a relationship with their audience? This is a great article. Leaving the readers wanting more is an interesting bit of advice. It’s reminiscent of Jerry Seinfeld’s advice about showmanship: “When you hit that high note, you say goodnight and walk off.”

Tay H
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Tay H

Your point on the headline is so important and something I have seen and been frustrated by. Some titles use journalism principles to draw you in but unfortunately don’t deliver in content quality or in some cases relevant information.

Bethany A.
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Bethany A.

Such great tips! Leaving them wanting more is so important!

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