In my previous content execution post, I bemoaned the danger of creating generic, flavorless content.
In this one, I want to share the secret to creating content that has mutual value: value to your readers by rewarding their investment of attention; value to your business, in that it returns leads, awareness, prestige, SEO results, etc., in exchange for your investment of time, money and talent.
It’s a simple formula: the best content topics occupy the intersection between customer relevance and company credibility.
Let’s parse this out:
Relevance: The material has meaning and value to your prospects and customers. It gives them information they need, insights they appreciate, entertainment they want. The key part of this definition rests in the prepositional phrase “to your prospects and customers.” It’s not about what’s relevant to you, but what’s relevant to them.
Credibility: What can you bring to the table that customers will recognize as authentic and true based on your areas of experience and expertise? I’d recognize Harley Davidson as a credible source of insight on American motorcycles, but not so much about fine men’s fashions. Harley + bikes = credible. Harley + male grooming = cognitive dissonance.
What does this mean for you? Your best content ideas are those that address issues/concerns that matter to your prospects, and to which you can genuinely contribute informed opinion/expertise.
Another example: as a copywriter, I feel comfortable creating content about creating content – it’s something my audience wants and that I know something about. But although I also know a lot about managing a freelance business, I don’t write about it because it’s not relevant to my audience. Likewise, while my audience cares a great deal about marketing metrics, I haven’t blogged about it because, frankly, I know squat about metrics and my opinions just wouldn’t be credible.
Remember: relevant + credible = your next content project.
Finding the intersection of relevance and credibility is just one of the many practical exercises you and your colleagues will appreciate in my content strategy workshop.