So, to clear things up, we’ve written this blog post about relevant content because we think it’s … err … relevant!
Here, we’ll explain exactly what ‘relevant content’ is, list the core reasons you need to include it in your content strategy and give you some tips on how to create it.
That’s a lot to get through, so let’s jump right in!
What is relevant content?
Relevant content is content that your audience wants to engage with. It can be informative, helpful or entertaining, but it must relate to your users’ interests.
Writing relevant content is something of a balancing act; the main consideration is that it’s relevant for the end user, but it must also connect with your offering. However, you should ensure you avoid the hard sell where possible as it tends to put people off – especially at the top of the funnel.
Irrelevant content won’t draw your audience in because your readers won’t care about its subject. If there’s nothing to attract an audience to your brand, there’s not a great chance your visitors will progress through to your conversion point. Harsh, but true.
4 reasons why relevant content is awesome
1. Hooks your audience
Relevant content is the thing that makes your audience think “Wow, that brand really gets it. I want to find out more”.
It brings readers into the fold by speaking directly to their needs and addressing points that resonate with them.
If your content doesn’t have that initial hook, readers will just keep scrolling until they find something that actually relates to their situation.
2. Supports the customer journey
So, you’ve hooked your audience and spurred some interested in your service, now you must convince readers that you’re the solution they’re looking for.
Relevant content answers all customer queries as they come up. Clearly addressing readers’ pain points removes potential frustrations and keeps your visitors happy, which is great when it comes to conversion later!
3. Is shareable
If your content is relevant and helpful for your reader, they’re bound to think that it’ll be useful for like-minded friends on social media and share it as a result.
Therefore, creating relevant content can help you expand your reach organically, and attract new audiences. Sounds good, doesn’t it?
4. Establishes brand as an authority
Regularly posting relevant content shows you’re engaged with your industry and you truly understand your audience.
It can improve your position in the market and help build a trusting relationship with your audience. You’ll find your users will come to you for advice, and when you deliver they’ll be that little bit closer to converting.
4 tips for creating relevant content
So, you understand why relevant content is so important. Now you just need to make some! Luckily, we have a few tips to help you out:
1. Use audience personas
Identify your audience’s needs, wants and desires through behavioural analysis. Study your analytics data and ask your existing customers for feedback so you can really understand their motivations.
You can use this information to create audience personas that inform your content strategy and determine topics for the months ahead.
Remember, you might have a number of audience segments that respond to different things. In this case, you’ll need to create relevant content for all these segments to ensure your content resonates with the whole of your target market.
2. Put yourself in their shoes
Use a little empathy and travel through your customer’s journey, putting yourself in the shoes of a new customer.
Make notes about how you’re feeling, what you want to know and how things could be improved at each stage of the sales funnel. Take a close look at points where visitors tend to leave your site and find a way to plug the gaps.
These notes will help inform your strategy and ensure you create content that will really help your visitors progress and convert.
3. Get to the point
Content quickly becomes irrelevant if it’s surrounded by fluff and the message is unclear.
Use short, concise sentences to make and support your point. This will help ensure your message comes across straight away and doesn’t get lost.
Try to cut the word count down where possible and front-load your core messages. It’s no good waiting until the last paragraph of a piece to make your point, as your audience probably won’t get that far.
Identify your aim for each piece, know exactly who you’re going to target and what your main point is going to be. Focus on these three things and you’ll be close to having relevant content that really works!
4. Try personalising content feeds
Different audience segments don’t want to read the same thing, so look into using a web app or content optimisation service to offer recommendations related to their interests.
Or, if you have a certain goal in mind (e.g. conversion), offer a piece of content that will help achieve that.
This can be slightly expensive, especially if you use snazzy new AI technology, but it’s well worth it as it ensures that the content presented is always relevant to the reader.
Writing relevant content isn’t that hard if you know your audience and understand your role in your users’ journey. Make everything about them and you’ll be well on your way to writing relevant high-quality content every time.