30 second summary:

  • Almost half of all consumers consume a lot of content before making a purchase. Therefore, brands should focus on creating compelling and useful information.
  • If you position your brand as a trusted source, you are five times more likely to be asked for information before you buy.
  • RAPP copywriter Jack Schuleman shares three tips to encourage a team to use personal passions to write larger content.

Content is still one of the best ways to get consumers involved. Create meaningful content and you will give like-minded customers more reasons to get involved with and invest in your brand. Whether information comes from their peers, family members, or brands, people like the feeling of being understood. That’s what meaningful content does. As a result, the individual feels seen and heard.

In addition, nearly half of all consumers study a lot of content before making a purchase decision. This is the perfect opportunity to deliver compelling, useful read to convince you and make the ultimate choice in your favor. This can also help position your brand as a trusted source that has its own perks. Individuals are five times more likely to search for information before making a purchase, which gives you another opportunity to see for yourself.

The question then is how do you create meaningful content?

The power behind a passion

It all comes down to one two-syllable word: passion. Personal passion makes all the difference in creating meaningful content. It brings deeper insights into an intended audience. You already know what this community likes, what they’re into, and what they think are compelling. If you’ve had a life on a particular subject, you know those people on an intimate level.

I am a car guy. Everyone who knows me knows that. If I work for an automotive client now, I can put my wealth of industry knowledge into the work – and make a small return on the years of magazine subscriptions. Not only can I use my passion for cars, but also my understanding of the people who own and love them.

Take an SUV, for example. One buyer’s interest is based on a desire to go off-road regularly, while another may only use it to go to the mall. Besides the obvious, what is the major difference between the two? Where could their interests coincide? How can you speak effectively to both of them? Because of my passion, I have a better understanding of how to write to one of these clients, which enables me to create more compelling and engaging content.

Unleash your full enthusiasm

The passion for informing content is straightforward, but it can take time to get this idea across to the entire team. There is a level of comfort that varies from person to person. There are just a few steps to simplify the process, however, and it goes something like this:

1. Find ways to use your passion

Integrating your passions into your work can certainly have a positive impact on your job performance. I can testify to that. It just comes through at work – and best of all, consumers can feel it. When customers understand that the people behind the brand are passionate about the products, it represents an expectation: they can trust us to deliver high quality goods. In fact, studies show that communicating passion in your advertising affects everything from buying behavior to branding. Look for opportunities in the workplace to make the most of your passions. Ask to participate in this work.

2. Bring more of yourself to work

My previous team knew I was into cars, so they were more than willing to keep an ear to the ground should something open on the front of the vehicle. Had I decided to leave that part of me at home, who knows if I would be working on this client today? Not that you have to give your entire personal life to co-workers, but when you share more of your “self” in the workplace, you can bring your passions with you every day. It is easier for you to draw on your enthusiasm and do your best and most innovative job. There is a lot of potential in this.

3. Provide credit where credit is due

Whether ideas from specialist publications or industry events – lived experiences move the work forward. So you should be comfortable sharing the origin. it won’t make the idea any less valuable or worthwhile. During the topic, look for suggestions outside the confines of your department. For example, someone from customer service could provide valuable insights for your next marketing campaign. Ask for ideas. Challenge the teams to bring new concepts to the table and provide feedback on what you like best. The constant exchange can create momentum in your company and encourage everyone to think outside the box.

Speaking from a place of knowledge will always be more convincing. It just provides a touch of expertise that consumers respond to. Of course, each individual only has so many interests, which is why building a team with a diverse mix of hobbies, passions and lifestyles is crucial for an agency or marketing department. The more backgrounds you can get, the better your team will be – and you will see it in your content.

Jack Schuleman is a writer who never learned the meaning of the phrase “slow down”. After a life of drag shows, car meetups, and all sorts of mishaps, he was able to use his unique point of view and enhanced creativity to create copies for nonprofits, automotive brands, and tech companies. Now he is writing for Toyota and is pursuing the previously elusive goal: a click rate of 100%.