✨ everyone buys to benefit

Before you post anything, ask yourself: What’s in it for the person reading this? Your digital marketing journey should reflect what matters to you - but also what matters to them.

Give your audience what they want

Let’s explore how to do that.

What drives your audience to engage with your content?

It usually falls into one of three categories:

1. Personal - What excites them? What are they passionate about? Tapping into their needs and interests.
2. Professional - What challenges are they facing in their professional life? How can you help make their lives easier or more successful?
3. Community - What shared values or causes matter to them? Connecting through a bigger purpose.

When you understand what motivates your audience, you can create content that truly connects. It’s not just about telling your story - it’s about showing your audience that you see them, you get them and you’re here to offer something that matters to them.

That’s when engagement becomes a connection.

From Me to We

To create content that truly connects, focus on what matters to your audience.

It’s not just about sharing your perspective - it’s about offering something valuable to them. Speak to their interests, challenges and goals. And remember, the most engaging content feels like a conversation, not a monologue. Invite your audience into something bigger than just your message - make it about community, connection and a shared purpose.

Try this — which one feels more engaging to you?

1. "Check out my website for amazing info about me."
2. "Join our free workshop to unlock the secret to becoming the best version of yourself."

Okay, they’re both a little cheesy - but can you see the difference?

Your audience chooses what to read, so give them a reason to care.

Audience in Practice

Meet Sam, the creator of Cook & Giggle: Easy Fictional Recipes - a playful kitchen recipe website where fun meets simplicity and imaginative recipes are made easy for everyone.

Sam’s digital presence isn’t just about recipes - it’s about understanding what his audience needs so that they can have confidence cooking in the kitchen.

What makes Sam’s content work? "He listens"

At every opportunity, Sam asks real questions to understand what his audience wants to cook, eat and learn - turning every post into a two-way conversation that helps them grow more confident and creative in the kitchen.

That's listening to your audience in practice.

Workshop Activity: Listening to Your Audience

Ask the question to people in your audience that you know will be interested to reply.

What kind of content would you love to see more of on my website - I'm interested to learn about what would feel useful, relevant or just right for you?

Their answers become an important part of your content plan.

❤️ Final Thought - You’re the main cheerleader for your own story - but don’t be the only one listening.

Comment and share your thoughts?