From Screen to Heart: How to Deliver Human-Centric Content That Connects

Social media posts and blogs, podcasts and video streams – in today’s digital landscape, content saturates our lives in various forms. As consumers scroll through an endless feed of information and ads, the challenge of cutting through the noise has never been more pronounced. Yet, we are yearning for deeper connections with the content we engage with.

Gone are the days when generic messages could capture your audience’s interest. Today’s consumers crave personalized, meaningful experiences that resonate on a personal level. They seek content that not only informs but also inspires, entertains, and connects with their individual needs and desires.

Want to find out how to offer immersive, tangible experiences that foster genuine interactions with your audience? Check out some powerful ways to achieve human-to-human connectedness with your content:

• Create “audience first” content. Your content feels more like a sales pitch than a solution, making it harder for your audience to connect with your message and engage with your brand? Then you need to flip the script. When building trust with your audience becomes your top priority, loyalty and sales will naturally flow as a result. As James Carbary, Founder of Creator House & Sweet Fish, said: “You need to tell stories, add value, and have fun.” To shift the focus from “we” to “you”, think about your audience as actual human beings who have their own needs, emotions, desires and expectations. Are you enhancing their daily experience by entertaining, inspiring, and educating them, or are you frustrating them by promoting your content too forcefully? How do they interact with it? Are they eager to learn more, or are they frantically looking for the “x” button? Do you respect their digital privacy, or do you occupy their whole screen with unwanted and repetitive pop-ups? To find out, diagnose your content strategy, adjust accordingly and earn consumers’ attention by building something your audience actually wants. As Mark P. Jung, Founder at Authority B2B, insightfully pointed out: “Focus LESS on what you get from your audience. Focus MORE on what the audience gets from your content.”
• Harness the transformative power of connectedness. As technology evolves, consumers are experiencing a profound shift in how they interact with brands and access information, leading to enhanced personalization and engagement. Connectivity has fundamentally altered the consumer journey, allowing for real-time interactions and personalized content delivery. According to this report, by 2030, a connectivity explosion will reshape consumer experiences, driven by technological advancements and changing consumer expectations. Furthermore, as per the report, a study highlighted that 85% of consumers believe that connectivity enhances their daily lives, enabling them to make informed decisions and engage more deeply with brands.
• Rise above the noise: Create content that truly resonates. Weare so overwhelmed with unwanted content pushing for our attention across various platforms.  As the famous Tom Fishburne, aka Marketoonist, pointed out in his latest post: “And yet the content creation arms race is just part of what Mark Schaefer once described as “content shock”: “the emerging marketing epoch when exponentially increasing volumes of content intersect our limited human capacity to consume it.” Or as Mark Ritson put it: “The digital snake eats its own pixelated tail.”

Sounds familiar? Have you had enough of that? If so, decide to change it. Add a personal touch to your messages to stand out and make them relevant to your recipients. This can involve segmenting your audience based on demographics or behaviours, allowing for tailored communications that resonate more deeply with specific groups. Choose the channel to deliver your message wisely: one platform can make your content disappear in a sea of sameness while another can reinforce your communication and increase engagement. Leverage data-driven insights: use analytics to understand how your audience engages with your content. For example, viewers retain 95% of a message when watching it on video (vs. 10% through text). According to statistics, visual content is processed by the human brain 60,000 times faster than text. Analyzing data can help you refine your messaging and strategies, ensuring that your communications are effective and resonate with your audience’s preferences. For further valuable insights on how to humanize your content, check our previous post here. 

• Offer personal, curated, emotional and tangible experiences. What is the maingoal of your content? To enhance engagement and provide value to your audience are good starting points. An emotional connection between a customer and the organization is 52% more valuable than a highly satisfied customer, according to Harvard Business Review. 71% of customers recommend a brand based on their emotional connection to it, and emotionally connected customers are more likely to spend double on their favourite brands (Motista). Therefore, tailoring your content to fit the interests and preferences of your audience and thus to evoke their emotions is crucial. Utilize analytics to understand what content resonates most with your audience and identify the right media channel to deliver it as a tangible and memorable experience.  Last but not least: don’t forget to reward your audience for their loyalty and attention!
• Use smart technologies for consumer empowerment. The integration of smart technologies into everyday life is empowering consumers to take control of their experiences. For example, instead of battling for their attention and flooding their feed, you can give consumers the option to opt in and actively choose when and how to view your content on their devices. Campaigns are seven times more impactful among a receptive audience, according to a Kantar study (more details can be found in our previous article here ). By knowing the above, you will be better positioned to meet the demands of a more empowered and engaged consumer base. 

Novelty Media, via SmartAdd, offers an innovative, attention-driven, and consumer-centric mobile media channel. In a world overwhelmed by information, our proprietary platform powers the creation, distribution and monetization of static and interactive content that stands out. SmartAdd is optimized for video storytelling, which cuts through the noise to help brands foster meaningful interactions with their audiences. The result? Higher engagement and loyalty on a human level. How do we achieve that? By utilizing 4 routine smartphone functions and turning them into impactful viewing events.

If that is what you are striving for, join our global advertisers who have repeatedly chosen our innovative platform for their content. We are fully endorsed by Mobile Operators, so you can rest assured that your audience consists solely of human beings – verified mobile subscribers. Contact us today to find out more about SmartAdd and elevate your content game!