Content That Connects: Why Relatability is Key in Business Marketing
- Morgan Szarka
AI has completely changed digital content creation, increasing both the volume of information produced and the efficiency at which it’s created. However, this surge of content has also led to information overload, making it harder for brands to stand out. In business marketing, there has always been a need to find a balance between crafting engaging content and maintaining credibility through educational and informational content. Many businesses hesitate to get too creative, fearing it may dilute their brand’s professionalism. But here’s the reality—companies that prioritize relatable content consistently outperform those that don’t. Whether you’re a retailer, service provider, or law firm, the ability to connect on a personal level is what turns casual scrollers into loyal customers. Relatability is key to building a deeper connection.
The Power of Relatability in Modern Marketing
Relatability in marketing means creating content that speaks directly to your audience’s experiences, values, and challenges. It’s about more than simply providing information; it’s about making your audience feel understood. This principle applies across industries, whether you’re promoting a product, a service, or legal expertise. People want to feel a personal connection to the brands they engage with.
For law firms, this connection can look a little different. Clients seeking legal assistance are often facing difficult, life-altering situations. The decision to hire an attorney can be overwhelming. Customers want to work with an attorney who not only understands the law, but also their unique circumstances. When your marketing content is relatable, it adds a human touch, allowing clients to better connect with your firm.
Striking the Balance: Relatability vs. Informative Content
In business marketing, balancing relatability and informative content is important. While informative messaging demonstrates expertise, too much of it can feel impersonal or reduce engagement. On the flip side, being overly casual might undermine your credibility. The key is blending the two effectively.
For example, a law firm might create blog posts that explain different legal topics, such as divorce or estate planning to demonstrate knowledge in the field. Pairing this with relatable narratives, such as client stories or tips on managing the emotional aspects of legal challenges, adds a sense of authenticity. This balance allows your firm to maintain authority while also connecting emotionally with your audience.
How to Create Relatable Content for Your Law Firm
Creating authentic, relatable content for a business can be a challenge. To help you strike the right balance between showcasing your expertise and connecting with your clients on a personal level, here are a few strategies.
- Understand Your Audience: The foundation of relatability is knowing your audience. For law firms, this means understanding the emotions behind their needs. Are they anxious about a divorce? Overwhelmed by estate planning? Frustrated by a business dispute? Craft your messaging to show empathy and provide solutions.
- Speak Like a Human, Not a Lawyer: Legal jargon may demonstrate expertise, but it can also alienate potential clients. When creating content, go for a more conversational tone. For example, instead of saying “jurisdictional considerations” in a blog post or video, you might explain that “choosing the right court can make a big difference in how smoothly your case goes.”
- Tell Stories: Sharing client success stories (while maintaining confidentiality) can make your law firm more relatable. A personal story about how your firm helped someone through a tough time adds a human touch that legal language alone can’t convey. This helps you meet the client along their customer journey and bring emotion to what they are experiencing.
- Address Pain Points Directly: Potential clients are often searching for answers to very specific concerns. Your content should focus on providing those answers in a relatable way. A family law firm, for instance, can write blog posts or create social media videos on real-life issues, such as managing co-parenting schedules during the holidays. Addressing common pain points head-on in an engaging manner is a great way to stop the endless scroll.
Relatable Content in Action
Relatability has the power to turn casual viewers into loyal customers by connecting with their everyday experiences. Here are some businesses that have successfully used relatability to engage their audiences:
- Spotify’s Afternoon Coffee Break Post: Spotify shared a simple, relatable post about an afternoon coffee break on LinkedIn, tapping into a common workday routine that resonates with professionals, reinforcing their brand’s connection to everyday moments.
- Verizon’s “You Break It, We Take It” Video Ad: This ad humorously portrayed everyday moments of people accidentally breaking their phones, reassuring customers that Verizon’s trade-in program could quickly solve these common mishaps.
- Warby “Barker” Instagram Post: Warby Parker shared a playful April Fool’s post featuring a dog in sunglasses, making it seem like they had a new eyewear line for dogs. The joke went viral, leading to a dedicated account with photos of dogs in sunglasses, showing the brand’s fun and creative side.
- Dove’s Real Beauty Campaign: Dove celebrated authenticity by featuring real women, making their message of self-acceptance relatable and impactful.
- Colorado Legal Group’s “Did I Just Get Screwed?” Campaign: Colorado Legal Group, a divorce and family law firm, launched a social media series where two attorneys discuss real-life divorce scenarios. This campaign resonates with their audience through addressing common, often unspoken, questions and fears people face during a divorce, enabling viewers to feel seen and understood.
These are just a few examples of how brands can share simple, creative content that resonates with their audience on a deeper level, rather than lengthy infographics or overly complicated promotions.
Humanizing Marketing in an Age of Information Overload
Audiences are craving engaging and authentic content more than ever before. For both businesses and law firms, relatability is the key to creating meaningful connections. Connecting with your audience’s challenges and emotions builds a relationship that goes beyond simply providing information. You become a source of trust, opening the door to convert new leads into clients.
If you’re a law firm looking to enhance your marketing strategy and build deeper connections with your audience, Cardinal Concepts can help. Contact us today for guidance on creating authentic, relatable marketing content that resonates and converts.
