When creating content, you need to be laser-focused being relevant and creating value for your target demographic.
Despite this being a bit of a no-brainer, I frequently find that there is a tendency for some businesses and brands to gravitate toward creating content that is relevant to them, and not necessarily their audience.
This is actually understandable.
Chances are that you’re in the business you’re in because you have a deep-rooted passion for it, because you’re good at what you do, and because you’re incredibly knowledgeable in your area of expertise.
So why not write about it, photograph it, film it, make infographics about it, pin it, tweet it, podcast it, and get that knowledge and passion out in any way possible?
Well, the problem is that as fascinating as every detail of your business is to you, it might not be of any interest or value to your consumers.
I’ll use my own circumstances as an example to illustrate this further.
The ideal target for my content includes business decision makers, entrepreneurs, brand managers, marketers, or anyone holding a similar position.
If I created a blog post about how to juggle the management and content creation for multiple social media communities, each for a different brand, it might be interesting content and it is certainly relevant to me, but for the average business owner, marketer, or brand manager – the intended target of my content – it is completely irrelevant. The people this content would likely appeal to include those employed at social media marketing agencies, advertising agencies, community managers, and the like.
I would completely be missing my mark.
If you find yourself making decisions about what content to publish based on how interesting it will be for you, how proud you are of one of your accomplishments, how it will make you look good, or anything that is very you-oriented, then you’re not putting your audience first. Relevance and value to your audience needs to be the single guiding factor when creating your content, even if it means holding something back that you think is amazing.
Have you ever published content that in retrospect hasn’t been relevant to your consumers?
How do you ensure your content will be relevant and of interest to your audience?
As always, it would be great to chat with you more about this in the comments, or on Twitter @RGBSocial