Randy Micheletti
VP, Director of Brand Strategy

Creating Relevant Content

Your goal as a marketer should include the distribution of varying content across multiple media and platforms – or at least as your budget allows. You should make efficient and confident decisions that give consumers the opportunity to interact with your company, and eventually purchase your product or service.

But…you can’t just push content for content’s sake.  It must be aligned and speak directly to your target audience. Or, in the words of online marketing expert Bryan Eisenberg, “Speak to the dog, in the language of the dog, about what matters to the heart of the dog.”

So how is that done? Here’s a few tips from inboundwriter.com on how to best create relevant content:

Ask your customers

Don’t guess. Just ask. It’s easy – do it in person, through email newsletters and socially through Facebook and Twitter.

Leverage the data

Do your research and see what’s worked in the past. What did your audience respond to? Was it downloads, shares, social media mentions, page views or something else.

Discover trending topics

This is a little more difficult, but search topics via social media channels to help spark ideas and give you a better understanding of what your audience is interested in. I use Alexa Hot Topics, Digg and Google Hot Trends.

Investigate social mentions

To see what’s hot in a particular industry, track them through an analytics tool. See what people are sharing and saying about a particular topic. This will give you insight into what’s resonating with your audience. HootSuite allows you to efficiently track brand mentions and manage multiple social networks.

Remember content is king, but context is queen. Ensure you’re creating content that’s relevant to your target and positions you as an insightful and trustworthy thought-leader.