6 strategies to make your content relevant
Justin.King November 5th, 2008
Get to know your customers
The only way to know if your content is really relevant is to get to know your customers, and understand what their perceived problems and needs are. While you’re at it, get to know your potential customers as well.
Identify and extract thought leadership in your organization
Thought leadership is found in people not departments and roles. Most organizations have certain employees that always have ideas or are a step ahead of the organizations. Incent those employees to come forward and start providing content. This content can be white papers, case studies, blogs, twitter updates, etc. Make sure you give these employees time to create content, and recognize them throughout the entire organizations. BTW – if you can’t identify those employees you have a whole other problem.
Tell a story
We all know that stories sell. Your stories should include real life examples, weave in research and case studies and trends in your industry. The best stories engage the reader emotionally. See this posting for great information on creating white papers.
Research
Backup your stories and content with real research that shows subject matter authority based on quantitative data. While you are at it, use that research to seed PR news releases and blogs.
No more propaganda
Relevancy by definition means no sales and marketing propaganda. Focus on educating, informing, and attacking real problems with real solutions (not your products!)
You gotta give it away
I know it’s hard, but give that content away. By give it away, I’ll still allow you to get a name and email address in exchange.
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