Not everyone will like you. And that is ok. If you’re managing a company and selling products, you don’t want everybody to pay attention to your messages. You can’t please everybody and that is your purpose with your marketing anyway.

In marketing, you either specialize or you will be no one in your market (unless you are Coca-Cola, of course). So forget the idea of being liked by everyone, or your brand or your content being widely acclaimed. You want content that is aimed at your specific target market, and those are the only people you should have in your mind when creating anything in your company.

So your successful content is the pieces that appeal to your ideal audience, not anyone else.

Now, with this in mind, how do you make your brand and your company and your products likeable to your ideal prospects and customers?

If you are not sure of how to do this, there are different content creation strategies that you can use in order to encourage your ideal audience to follow you along.

Here are two ideas that will help you develop appealing content to them and create your own brand voice that other content consumers will identify themselves with.

• Use the Take a Stand Strategy

Once you have identified your ideal audience, you should profile them. Identify what it is that they believe in, what do they care about? You should be able to identify a common enemy of your brand and your ideal audience. This common enemy could be global warming, a specific way of thinking, or prejudice, or whatever you think will make your audience click and engage in your conversations about that topic. The idea here is to qualify and even polarize your audience somehow. With this, I am not saying you should do it in an abrasive way. Don’t do it in a let’s create conflict kind of way, but more with an inspiring and motivating feel to it. You want to make sure that your readers understand your brand’s point of view, and having a common enemy is an easy way of creating long-lasting bonds.

• The Let’s Do This Together Strategy

This strategy identifies one of the struggles your audience is facing and you would publish content to help them through the transition. Ideally you would show your own transformation if possible, so they can relate with the challenges that you find on the way. There’s a special connection among those who bond during difficult times, so you can leverage this if you are indeed going through a difficult process. How could you relate your storytelling to your products with this strategy? Your product could be part of the solution, so maybe you can show other customers’ transformational journey. Needless to say that the customers that you choose to illustrate the transition need to be as similar as your target audience as possible in order for the engagement to happen.

These were only two of the many different ways to make an audience like you and your content. Let me know in the comment which one you think best fits your audience right now!