Human-centric content: how to make authentic connections in a digital world

In my very humble opinion, or as the kids are calling it these days, IMVHO, I feel the more digital we get, the more isolated we become as a society, and it’s not great. This affects everything from personal relationships to how businesses engage with customers.?

Remember the days where we would sit around the table with our family and friends and there wouldn’t be a smartphone in sight? The conversation would be flowing without one person sitting there watching TikTok, disengaged, and making everyone else wonder why they even bothered to show up.

I miss those days very much. I miss having a genuine conversation with someone without competing with a rectangular device that is holding their focus captive while all I get to see is the bluish glow illuminating the expression of someone in a comatose state.?

But that’s not our reality anymore; now we’re all glued to screens and having to physically tear ourselves away to make time for people apart from our daily digital fix.?

I say all this to say, as we increasingly rely on technology to interact and engage with our audiences, the need for genuine, relatable communication is more important than ever. If you want to shine a positive light on the matter, technology has given all of us the gift of a captive audience. The key to standing out in the sea of online content lies in prioritizing human experiences and emotions, rather than simply just pushing products or services in their faces.

What is human-centric content?

At its core, human-centric content focuses on understanding and addressing the needs, values, and emotions of your audience. It shifts the perspective from “What can we sell to them?” to “How can we genuinely help them?” This approach is not just about delivering information; it's about creating meaningful relationships through storytelling, empathy, and value-driven content.

Brands that master human-centric content speak directly to their audience’s pain points, desires, and aspirations. They understand their customers as individuals, not data points, and create content that resonates on a personal level.

The power of empathy

Empathy is typically underestimated in the world of marketing, especially when it comes to B2B. It is the foundation of human-centric content. When brands demonstrate a deep understanding of their audience’s challenges and desires, they foster more trust and loyalty. One of the most effective ways to convey empathy is through storytelling. Sharing real-life examples, testimonials, or case studies can help potential customers see themselves in the narrative, making them feel more seen and understood.

Empathetic content also acknowledges that consumers today are overwhelmed with choices and information. By creating thought leadership content and authentic messaging that addresses their concerns without resorting to pushy sales tactics, brands can cut through the noise and stand out by becoming subject matter experts in knowing what will help their customers thrive.

Be relatable, not robotic

Beep boop bop boop boop beep bop. Yes, AI, we’re on to you. We know when something is generated by a machine, it has a very detached inflection and voice to it. It’s not relatable. It’s lifeless.?

While automation and AI have streamlined content creation in the last two years, it’s crucial to maintain a human touch in your messaging. Incorporating a brand voice that’s conversational, warm, and genuine helps build a connection. Avoid jargon or overly formal language; instead, aim for a tone that’s approachable and relatable.

One effective strategy is to inject personality into your content. Whether it’s a witty headline, a clever pun, or a heartfelt message, showing the human side of your brand makes it easier for customers to connect with you on an emotional level.

Some of the more popular business slogans you’ve all seen include:

1. Nike – “Just Do It.”
2. Apple – “Think Different.”
3. McDonald’s – “I’m Lovin’ It”
4. KFC – “It’s Finger Lickin’ Good”
5. Burger King – “Have It Your Way”
6. Subway – “Eat Fresh”
7. Dunkin’ – “America Runs on Dunkin’”
8. Coca-Cola – “Open Happiness”
9. Rice Krispies – “Snap! Crackle! Pop!”
10. M&M’s – “Melts in Your Mouth, Not in Your Hands”
11. Lays – “Betcha Can’t Eat Just One.”
12. Walmart – “Save Money. Live Better.”
13. Target – “Expect More. Pay Less.“
14. Levi’s – “Quality Never Goes Out of Style”
15. Mercedes-Benz – “The Best or Nothing”
16. Ford – “Built to Last”
17. BMW – “The Ultimate Driving Machine”
18. Toyota – “Let’s Go Places”
19. L’Oréal – “Because You’re Worth It.”
20. Maybelline – “Maybe she’s born with it. Maybe it’s Maybelline.”
21. De Beers – “A Diamond Is Forever”
22. Bounty – “The Quicker Picker Upper”
23. MasterCard – “There are some things money can’t buy. For everything else, there’s MasterCard.”
24. Allstate – “You’re In Good Hands.”
25. The New York Times – “All the News That’s Fit to Print”
26. Disney – “The Happiest Place on Earth”
27. FedEx – “When it Absolutely, Positively Has to Be There Overnight”
28. Dollar Shave Club – “Shave Time. Shave Money.”
29. Airbnb – “Belong Anywhere”
30. Energizer – “It Keeps Going, and Going, and Going”

Not only do these all speak to the human condition, but you can point them all out in a lineup during a trivia game. That’s what your brand should strive for - be memorable, be iconic.

Focus on community building

Despite the fact that society is glued to their devices, people still crave connection, as counterintuitive as that may sound. Building a sense of community around your brand can foster loyalty and engagement.?

Human-centric content encourages interaction by asking for feedback, starting conversations, or offering support. Social media platforms are excellent channels for nurturing these connections, as they allow interactions and responses in real-time.?

Brands that successfully build communities often act as facilitators rather than broadcasters. They listen actively to their audience, acknowledge feedback, and engage in meaningful conversations. This two-way communication builds trust and demonstrates that your brand values its customers beyond their purchasing power.

Authenticity is key

Consumers are more discerning than ever, and they can spot inauthenticity from a mile away! Don’t be that brand. Provide content that is honest and transparent - that doesn’t shy away from showing vulnerability or admitting mistakes. In fact, owning up to errors and showing how you’ve learned from them can enhance your brand’s credibility.

By staying true to your brand values and consistently delivering content that aligns with your audience’s needs, you’ll cultivate a sense of authenticity that resonates far beyond digital interactions.

The great summation

In a digital world that’s often impersonal and overwhelming, human-centric content bridges the gap between products/services and authentic connections. By demonstrating empathy, being relatable, fostering community, and prioritizing authenticity, brands can create lasting relationships that leave the consumer feeling that much more valued. In the end, it’s the human touch that makes all the difference.

For more content marketing insights, strategies, and to stay updated with the latest trends and best practices, follow my blog right here on LinkedIn.

Warm up your brain every Monday with my Marketing Mastery Mondays blog so you can start your week with fresh new ideas to feel empowered and inspired!