According to the Content Marketing Association, 82 percent of consumers like reading content from businesses when it is relevant. In general terms, relevant content is content that speaks to your audience. It is content that provides helpful information and is applicable to your target market.
Marketing experts often tout the importance of relevance in content marketing and search engine optimisation plans, but how do you discover what “relevant” means for your company?
Study Your Audience
The best way to find out what is relevant for your market is to study it. Learn about its demographics, its needs, its tendencies and what influences it. You can use market research your business already has or you can do new, content-specific research. When you understand what makes your audience tick, you can develop content that is relevant.
Know Your Place and Fill a Need
Once you have a strong understanding of your target market, understand where you fit in. The place you hold in your potential customers’ eyes will depend on what kind of business you have. For example, if you sell an online video streaming service, you fill an entertainment need. Or, if you are a healthcare company, you fill an informational and health need.
Your business probably already strives to meet the needs of its market, so carry that same strategy over to your content marketing campaigns. However, keep in mind that the need you fill with your content may be slightly different than the need you fill as a business.
One excellent way to find out how you can deliver what your market wants is to do research. Surveys and focus groups can give you a good understanding of what your market wants and can direct your content marketing planning.
Get Creative with Your Content
Not every audience needs another article or another YouTube video. When you understand what your audience needs, be wiling to creatively fill that need. For example, maybe you have an audience that doesn’t have time to read long articles. Visual content may be more useful for that audience.
Providing relevant content is not just about the themes or the message in your content, it is about creating content that is accessible to your market.
Stay on Message
Content that is based on a well-researched message rarely fails. You can make sure your content is relevant to your brand’s audience by sticking to one message. This will avoid confusion and will allow your content to resonate with the audience as you fill its need.
Avoid Unnecessary Content
Content that is created just for the sake of content is an enormous waste of time. When you use content marketing, it can be tempting to try to produce content in mass, just to get the job done. However, this strategy rarely works and is a waste of time and money. Instead, make sure every piece of content you produce will fill one of your market’s needs.
Relevant content can help you build an online presence and better reach your audience. If you provide content that fills a need and sends your business’ message, you will have a much more successful content marketing campaign.