Inside Marketing: How to Create More Relatable Content

woman’s hand holding smartphone displaying likes comments and engagement icons
By Lisa Apolinski, CMC

4 minutes

Follow these three steps to foster better digital engagement with members and prospects.

Ready for an astounding fact? According to Siteefy, 1.5 quintillion bytes of content are created every day. That number is expected to increase by 25% in 2022 and more than double by 2025. Safe to say, that is a lot of content being added to the internet daily (this article included).

With so much content out there, many organizations wonder how they can create content that stands out in this endless digital sea—and not only be read or viewed, but have strong engagement. The key to rising above the noise is to create content that is relatable. Having relatable content equates to having content that readers see as applicable, which means they’re likely to remember, share and act on the content’s message.

Here are key steps to follow in creating content that is relatable and will lead to better digital engagement.

3 Steps to Better Content Engagement

1. Articulate the ‘Why’: To relate to the content and brand story, members and prospects need to hear the brand purpose—why your organization exists. This goes beyond products and services. This “why” encompasses what the organization is known for. Is your credit union hoping to impact a community or underserved group? Are you hoping to share knowledge so consumers can make the best possible decisions? Is your organization wanting to share tools that allow members to have less stress and more success? How an organization articulates the why is key.

A good rule of thumb is completing this sentence: At XYZ Organization, consumers will [add action phrase] by using [add tool or knowledge to achieve action phrase].

As an example, if a company is in the service industry, the company could state: “At Bob’s Auto Repair, customers will receive service that fixes the issue right the first time at a fair price by using the extensive knowledge and tools from our well-trained mechanics.” This sentence focuses the purpose for the customer journey versus the company’s services.

Your credit union’s mission statement may be a good starting point. An example mission statement might be “We are committed to improving lives of our members by providing trusted financial advice and education.” Your brand purpose statement might be “At ABC Credit Union, members can improve their financial health by using our financial education tools and receiving trusted advice from our service representatives.”

2. Identify the ‘How’: While staying focused on the consumer to keep the communication and content relatable, the next step is to identify how your organization can help members or prospects go from where they are now to where they want to go. This involves understanding what success looks like and how the solution provided by your organization helps them get to that success point. This is not selling—this is solving. By first identifying how the credit union can assist in the success of the prospect, the content can help the audience make the connection between roadblock and success.

In the auto shop example, by leveraging the extensive knowledge and strong training of the mechanics, customers are able to learn what is wrong with their vehicle and discuss the best route to getting the car back in safe working order. Customers can then have a conversation with the head mechanic on options and pricing to determine the best course of action and trust that the work will be done to industry standard at a fair price. This is the “how.”

3. Share the ‘What’: Sharing the “what” comes into play by sharing stories in which the audience members can see themselves. The story paints a picture of what the new possibility for success looks like. By using an organization’s products and services, what can be achieved by the audience? What types of success can the audience achieve with the help of the organization and the service offering?

Storytelling puts the focus again on consumers and the end goal of their journey. The organization is in the background as mentor, providing the guidance, tools and knowledge to help the individual find success. These stories should include a testimonial of a prior member’s engagement, giving the audience a focal point (a person) who is relevant to their situation and has a scenario that is relatable to their current set of circumstances. That story paints the picture of a new future for the audience where the roadblock is removed and the consumer can achieve success.

In all of these steps, the focus is consistently on the consumer—why the brand focus is relevant, how the products and services help consumers achieve the goals they have outlined and what the new future would look like with assistance from the organization. Creating content that is relevant in its core is to make the member experience the center of that communication. Great digital engagement will be the result.

Lisa Apolinski is an international speaker, digital strategist, author and founder of 3 Dog Write. She works with companies to develop and share their message using digital assets. Her latest book, Grow Your Market Share in a Zombie Apocalypse, provides expert insight and tips for businesses wishing to survive unimaginable economic conditions. For information on her agency’s digital services visit


Tags: Marketing

Keyword: engagement

Duration: 4 minutes

Personas: Executives, Managers, Staff

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