One of the most valuable roles you can play for your audience is as a translator.

There’s more than enough content scattered around the internet for them to piece things together for themselves. But even if they have the information, they won’t necessarily know what it means.

Being a translator goes beyond connecting the dots when it comes to your subject matter, however.

Events happen and situations arise in the world and our communities that–even if they have nothing to do with your subject matter–affect members of your audience deeply and personally.

How does a stock market crash affect your audience of bird enthusiasts? What relevance does a worldwide pandemic have on your audience graphic designers? What opportunity and responsibility does your audience of podcasters have to speak up when yet another unarmed black man is killed by police.

Your audience doesn’t live in a bubble and neither should your content. One of the most valuable gifts you can give your audience is to take these disparate events and translate them into a cohesive narrative around how they impact your audience and why it matters.

If you can do this well, you’ll soon find that you’ve moved beyond the commodities market of information sharing and become the go-to source for actual insight and wisdom within your niche.