Veganuary. Valentine’s Day. Pancake Day. Mothers Day. Easter. Star Wars Day. Fathers Day. World Chocolate Day. Summer Holidays. Back to School. Halloween. Black Friday. Christmas. New Year’s Eve.
We can all agree that these are pretty important, recognisable dates, taken from each month throughout the year. But in terms of digital marketing, what do all of these things have in common?
One thing – content relevance!
In today’s blog, we are going to be discussing the importance of content relevance, and the considerable benefits it can have for your business as a result. There’s no better way to describe this than getting right to the point, so let’s dive right into it!
Puts your business into current conversations
What is going on in the world? How can you bring your business into the forefront of topical discussions? Make your business stand out from the crowd by aligning with current events taking place.
This will position your business as a leader and trusted authority within your industry. You will be seen as a source of information, and a place where your customers know their questions and problems will be dealt with. A place where they can get the best quality, because at your business, you know what you are talking about!
Focuses on the customer
Not only does your content need to be relevant to current events taking place, but it needs to be relevant to the audience you are targeting. It has to address their wants and their needs, and to help them along the entire customer journey.
Customers want content that is relevant to them. In fact, a lack of personalised content is more likely to drive away potential customers than anything else*.
Creates meaningful connections
Relevant content builds trust and creates value with your customers. It lets them know that they are a priority. Subsequently, meaningful connections lead to long lasting relationships between your business and your customers. They are less likely to look elsewhere, because they know exactly how you can help them, and this is reflected in your content!
How to create relevant content?
As we prefaced in the introduction, key, recognisable events are a great place to start when it comes to content relevance. It’s also imperative to understand that not every event is going to provide content for your business. For example, as a health and safety advisor, if you try to make content about Pancake Day, you are going to appear superficial – trying to jump on unnecessary trends…
Additionally, the news is a great way to find key events that ARE relevant! Spending just an hour per week looking at relevant sites and newsletters will add another layer of relevance to your content – once again positioning you as the industry expert.
But as we dive deeper into meaningful relationships with customers, creating relevant content becomes a little bit more difficult. What do your customers want to see? You can find this information out through surveys, Instagram stories, FAQs – anywhere you have access to customer opinions. It doesn’t have to be complex, it just has to be relevant.
So, the main thing we can take away from this blog post is that content needs to be relevant. Obviously! But it means so much more than talking about a current news event. It’s about communicating your customers’ wants and needs, reflecting the reasons they need your business.
Content that is relevant is content that sells!