Only relevant content is visible to your audience

How do you effectively reach customers and prospective ones? Through content. Specifically, relevant content. Only relevant content is visible to your audience. We always talk about content marketing to attract audiences but it’s amazing how many businesses actually lose sight of the audience. 

They produce content they believe are important. That’s why you get white papers, product sheets, list of partners, and company anniversary news on the website and social media. 

We go through every day with heaps of content delivered, some of which lie unopened in our inboxes, much less opened. We’ve all gotten adept at ignoring irrelevant content. They’re just noise. We ignore the noise. 

You don’t want your content to be ignored. So create relevant content. 

What makes you open an email amidst the constant barrage? What makes you pause scrolling on your social media feed and actually read content from a business? 

Three things: 

  1. It has the kind of entertaining content you like
  2. It has something useful and applicable personally or professionally (or both)
  3. It has an offer that can solve an issue relevant to you or someone close to you 

In the age of AI, there’s no excuse for poorly executed content without a single one or a combination of those three. 

Unless you create relevant content — relevant for your audience, not your internal people — you risk invisibility. 

Relevant content = effective reach 

Invisibility is what happens when nothing much seems to happen to your campaigns. If you’re wondering why you’re not getting traffic or clicks despite your consistent and promoted posts, take a hard look at how relevant your content is. 

54% of B2B marketers do find that producing engaging content is their biggest content marketing challenge. 

Is it the right content?
Is it in the right platforms or channels at the right times of day? 

A lot of marketers create content they believe is important. However, they’re not the target audience. And they’re not always to blame here. Marketers often have to navigate requests to build content from other teams (product team, customer support team, the bosses) who believe they have important information to disseminate. 

They often do! But there should be a team effort to make sure the messages are relevant, or delivered to the right audiences with the right angles. 

For example, a company selling household cleaning products wants to release a whitepaper about household bacteria. That’s a bore. 

Using data from their audiences, marketing and content teams can make that relevant in several ways: 

  • An infographic for a specific segment — moms with toddlers — about the surfaces they should always wipe down to make everything clean for crawling and curious kids who taste everything.
  • A Pinterest post or a video on Facebook for another specific segment– working professionals, mostly millennials — on 7 Eco-Friendly Commercial Cleaners That Actually Work (and are Really Eco-Friendly).

Product features or scientific facts don’t appeal as much to new prospects as a clear and engaging post addressing their pain points. When you demonstrate that you see them and their pain points, they see you. 

Moms are exhausted and they can’t always clean the whole house, so you give them a list of areas to concentrate on when they do have time during the day or evening for a wipe-down. 

Millennials are busy so they can’t batch-mix vinegar solutions but they are eco-conscious, so you give them a list of cleaners they can use with good conscience. 

A quick glance at top articles in platforms like Buzzsumo will show you that your audience wants solutions to soften the impact of their pain points, or make them go away altogether. But they don’t want to be sold to. 

Stand in your customer’s shoes, a.k.a pay attention to their data 

In the above example, you just happen to sell one or two cleaners…but you don’t sell, you help with relevant content they can apply. 

Would that infographic move the needle? Probably. You have data to make sure that infographic works. Platforms like Hubspot can give you the keywords with the highest search volume.  

Would that video exceed the number of views you expected? It might. Omnicore research found that video is 50% more effective in driving organic search results than plain text.

You no longer have to imagine yourself in your target segment’s shoes and make guesses. That’s a thing of the past. AI enables you to collect and look at customer data to find huge clues on what they find relevant, the specific pain points they have so you can build messages and campaigns that address those pain points, and in what channels you can reach them most effectively. 

A data culture can help with content creation

When it comes to what prospects want, marketers and company decision-makers need to create and operate from a data culture

Once data culture is established, marketers won’t have to struggle with assignments that don’t serve the customers’ demand and expectations for relevant content. 

In a data culture, other departments would: 

  • Know what’s at stake in communicating with prospects and current customers based on their data. 
  • Cooperate to align content with their goals (informational goals, not just sales goals) and target segment interests. 
  • Cooperate for outside-in insights, surveying customers and prospects or looking at data to determine customers’ go-to sources, why, and how you can be one.

Everyone should be aware about the goal of meeting the buyers’ needs at every micro-moment in each stage of the buyers’ journey. 

Relevant content saves you time and resources

Customer needs include the channels where your target audience can see and make the most use of your content. 

Are they on Facebook or on Pinterest? Are you getting more responses on SMS than in email? Is that specific asset — for example, an alert to restock your customer’s organic hand soap — great on SMS and useless on email? 

The number of channels available to us today is overwhelming. When you use the angle of relevance, it narrows down your choices instead of using the outdated spray and pray method and turning off your audience. 

Omnichannel marketing is great, but it can be tricky to implement without a platform that stitches it all together for a smooth experience and gathers clean, complete data from them all. 

How to make your content relevant

1. Get that outside-in insight. What are your target customers looking for? Do you have the answers they’re looking for? 

What are your target audiences asking on Quora, Reddit, Yahoo Answers and pertinent Facebook groups and community pages? 

2. Based on the above findings, create a segmented, micro-specific content strategy. 

  • A detailed buyer’s journey map
  • Asset to buyer objectives in each stage/specific spot on the map
  • Preferred channels
  • How to measure success

3. Delete or re-optimize what’s not working, content and channels. Omnichannel, yes. Omnipresent, no. If your teams aren’t getting results from certain channels, drop them. If content is serving no buyer needs, delete it or rework it. You have the information in that content — now transform it into a helpful piece, instead of simply topical. 

4. Maximize what’s working, content and channels. When you do step 3, you’ll notice: 

  • Content in the wrong format (long-form articles that could be shorter, or turned into videos).
  • Content not getting the push it deserves (it’s great but no one’s seeing it — it needs to be marketed in the right channels).
  • or content you could turn into a hundred Tweets — if you’re strong in Twitter.

There are AI tools and platforms which can analyze your existing content into preferred formats, like captions and tweets. 

5. Incentivize user-generated content. After all, the content that’s most relevant to you comes from your peers, not businesses who are in it for the sale. Social media is social. Promote your reviews and testimonials. Reward people who review. Comment on the videos or posts of people who review your products, and then repost their content.  

User-generated content has a 4.5% higher conversion rate than all other forms of content posted on social media. 

Relevance is content that answers a question and solves a problem; you have data to make that possible

Creating content according to user intent, matching your content to specific segments, creating content to delight existing customers and successfully cross-sell or upsell — these can be systematic and huge, requiring a whole process to achieve it at every stage, but it boils down to solving a problem or answering your customer’s questions. 

Identify and assess your customers’ pain points so you can create relevant content that they stop and click to see and utilize, because it’s about them and their needs, in the platforms they already use. 

Dan Baird

You may also like
Revisiting Personas: Why they matter in the age of personalization
Blog

Revisiting Personas: Why they matter in the age of personalization

“Persona” is in “personalization.” That's obvious (and cheesy) I know, but most of us know by now that personas are...
Read More
Personally Identifiable Information (PII) 101
Blog

Personally Identifiable Information (PII) 101

Personally identifiable information, or PII, is self-explanatory and it’s nothing new. It hails from the age of mail-order catalogues and...
Read More
The rise of micro-moment: tiny moments, BIG impact
Blog

The rise of micro-moment: tiny moments, BIG impact

“Be quick, be there, be present.” That’s from Google, when they first coined “micro moments” in 2015. With the age...
Read More
Personalized marketing is omnichannel marketing
Blog

Personalized marketing is omnichannel marketing

Personalized marketing is omnichannel marketing. After all, your marketing strategy is not personalized at all if your customers have to...
Read More
The shift toward guarding customer data will boost influencer marketing
Blog

The shift toward guarding customer data will boost influencer marketing

The Cambridge Analytica scandal still makes people paranoid about Facebook, but marketers weren’t really surprised about it. We know how...
Read More
New tech makes account based marketing more achievable
Blog

New tech makes account based marketing more achievable

The marketing landscape is shifting in this new decade, thanks to marketers finally implementing martech (including AI) to adapt to customer demands and expectations. The same agility and intelligence we can utilize for hyper-personalization can be applied to account based marketing.
Read More
Customer Data 101—How to Collect and Use It in Lawful and Good Ways
Blog

Customer Data 101—How to Collect and Use It in Lawful and Good Ways

It’s projected that 2020 is the year marketers will finally stop being so scared that personalization is invasive, by making personalization impressive.
Read More
The marketing trend of the decade: insight-driven and customer-focused
Blog

The marketing trend of the decade: insight-driven and customer-focused

It’s hard or near impossible to plan for the future, especially with constant changes and updates to marketing innovation, but marketing leaders are always a good sounding board on giving insight and even predicting what would catch on sooner or later.
Read More
Is CRM finally ripe for disruption in 2020?
Blog

Is CRM finally ripe for disruption in 2020?

CRM can and should serve marketers on the challenge of attracting new prospects and keeping existing customers. The answer to that challenge is staying relevant and in step with customer preferences and expectations. 
Read More
Only relevant content is visible to your audience
Blog

Only relevant content is visible to your audience

Only relevant content is visible to your audience. We always talk about content marketing to attract audiences but it’s amazing how many businesses actually lose sight of the audience.
Read More
Align martech solutions with your marketing and engagement goals
Blog

Align martech solutions with your marketing and engagement goals

It’s going to be a long while before AI truly takes over from humans, if it ever will. The companies that use AI most effectively will be those that work with it, and allow it to take over processes that can and should be automated, freeing up employees to be more creative than ever, to connect dots they wouldn’t otherwise, and to be great translators of data.
Read More
The magic of dynamic content personalization
Blog

The magic of dynamic content personalization

Dynamic content and personalization together create a spark that can be super effective in firing up your marketing and sales goals.
Read More
The biggest lesson you need in business: product market fit
Blog

The biggest lesson you need in business: product market fit

Are people dying to get their hands on your service or product? How much is the demand for your product, and to what extent would you satisfy that demand?
Read More
Hyper-personalization: The fine line between impressive and invasive
Blog

Hyper-personalization: The fine line between impressive and invasive

People now expect hyper-personalization, but don’t want their privacy invaded. This is the privacy paradox.
Read More
The Future is Now—AI-generated content is here to stay
Blog Uncategorized

The Future is Now—AI-generated content is here to stay

Marketing standards and trends in 2016 or 2017 are no longer the done thing in 2019, and more changes will...
Read More
You have data tools, but do you have a data culture?
Blog

You have data tools, but do you have a data culture?

Data analytics tools are great and they’re getting better every year. Marketing continues to utilize and develop personalization through data-driven...
Read More
Artificial Intelligence Will Eliminate Jobs – and Create Them
Blog

Artificial Intelligence Will Eliminate Jobs – and Create Them

There’s a lot of fear around AI’s threat to disrupt a wide swath of jobs, and there seem to be a lot of good reasons why this will be the case. But there’s also no need to panic. Just as the Industrial Revolution disrupted countless jobs, a significant amount were also created.
Read More
How to Execute a Personalization Strategy
Blog

How to Execute a Personalization Strategy

There’s no official guidebook or roadmap for kicking off a personalization strategy at scale. Every organization is different, with varying...
Read More
What Does Artificial Intelligence Mean For Loyalty Marketing?
Blog

What Does Artificial Intelligence Mean For Loyalty Marketing?

Without hyperbole, the magic of artificial intelligence in marketing is its pattern recognition. And this ability to analyze and unpack behavior patterns empowers your loyalty marketing, which is by itself, already magic too.
Read More
Personalizing The Customer Experience In The Physical & Digital Worlds
Blog

Personalizing The Customer Experience In The Physical & Digital Worlds

The old version of demographic personalization “group-ized” rather than truly “personalized,” lumping people together and sending generalized content to each...
Read More
Previous Post
Next Post

LEAVE A REPLY