Content can be in any form, but if it does not connect or call out to the person standing, the main aim of writing content diminishes. A significant way by which brands engage with their audience is by creating conversational content to help them make a decision.
So, what makes up a content conversational?
A piece of content, whether in the form of an article or a video, becomes conversational when audience language is used in it. You need to use vocabulary that is not too formal or informal but what people speak on a large scale.
Remember, conversational content does not aim at improving sales immediately but to influence a person. Influencing is more important in the long run, as people will automatically become part of your clientele and recommend you to others.
Tips for writing content conversationally
Conversational content does not beat around the bush and creates immediate interaction with a reader.
1. Use of voice
When writing a sentence, two types of voices are used- active and passive voice. Being the more important one, the former uses fewer words, making the sentence to the point and less awkward to read. For example, you would prefer reading an active voice sentence- ‘The boy kicked the ball’ over its passive voice- ‘The ball was kicked by the boy.’
Using an active voice, a sense of ease and personal engagement in the content is felt.
2. Creating a tone
Creating a personal tone in writing is important. When customers identify a tone sense, they also identify a personality about the writer and the brand.
Tone can be created by using rhythmic words and vocabulary that are normally used and avoided.
3. Moderation in daily language
You do not want your content to sound superficial or robotic. You want every word to affect them positively and as if you are personally talking to them, not through a screen. Create a unique personality using daily language to encourage and communicate with your audience.
But remember, if you are overly informal or overuse a conversational tone, it may lower your authority in front of your audience. Keep your brand’s image and reputation in mind when conversing.
4. Understand your target audience
Before you write any piece, understand who you are writing for. ‘Who is my target audience?’ should be the first question to be answered in your mind.
Your target audience can be divided based on age, gender, likes, dislikes, etc. So, your content should also suit each division.
5. Narrative flow
You want your potential customer reading your content to forget they are reading a written piece. Your content must have a narrative flow to fulfil their expectations before reading it. Use or overuse of jargon, rudeness, or abruptness in language can spoil the narrative flow of your conversational content.
Keep it simple, and read your piece aloud at the end to see if there has been an overuse of some idea, long sentences, or uncivil vocabulary.
Why does conversational content matter?
In conclusion, the mentioned tips are not new but have effectively been used for a while now. Personalisation of content is increasingly becoming important when interacting with a customer. Although many brands are inculcating this concept in their work, how you do, it matters the most.
Started out as a young freelance content writer, Alishah looks forward to learning something new with each step. She has completed quite a few courses to sharpen her skills further in the content writing world. From romanticising the tiniest moments in rom coms, to reading poetry of Eliot, her creativity and imagination in writing has helped several brands in their ventures.