How to Make Your Content More Relevant for Your Audience

As marketers, when doing our own marketing, it’s tempting to talk about ourselves. We begin sentences with “we do this” and “we do that,” etc.  Yes, we have marketing goals to keep in mind, but is that really what your audience is looking for?  Is that the perspective they want to hear?  What are some ways to make it more about them and what you can do for them?

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Here are a few ideas on making your videos more relevant for your audience while still achieving your marketing goals:

  • Customer as the Hero
    The idea is to build empathy with the audience by telling the story of a similar customer and their positive experience with your brand, product or service.


  • Testimonial Video
    Similar to customer as the hero, the straight testimonial is a variation of this that might include multiple satisfied customers.

  • Demonstration
    Rather than talk about what you do, demonstrate what the customer will experience if they work with you, join your organization or buy your product. It’s always best to create the video from the point of the customer.


  • Case Study
    Depending on the product or service you offer, a more complex offering may be more suitable to a full blown case study on how your product/service helped another business or individual.

  • Partner Profile
    Another way to build on an existing relationship is to create a profile on a partner business.  By telling the story of a partner and how they helped your business, you shine the spotlight on them but some positive light spills on you as well.

  • Industry Expertise
    You can demonstrate thought leadership and build your brand within the industry by creating content that helps anyone understand your industry better.  These could be as simple as “How To” videos or something more detailed and complex that provides cutting edge insights.

  • Customer Profile
    Create a video that profiles a happy customer to associate your brand with a positive experience to draw in new prospects.

As you’re thinking about videos to support your marketing, we recommend keeping your audience in mind and giving them content they can relate through a customer story that creates empathy.  It makes your video more relevant for them and creates more value for you.

Tim has been in the media production industry since his days as a U.S. Navy shipboard news anchor in the 1980s. Tim has a BA in Visual Communication from the University of Minnesota School of Journalism and Mass Communications. He has been President of Mastcom since 2002.