Does your audience perceive your content to be pertinent to their specific areas of interest?
Are you covering the topics and issues of use to your customers? If not, or if you are unsure, you are likely missing the mark when it comes to content relevance.
It is essential that your organization makes content relevant. In fact, we have found this to be so important that Content Science includes Content Relevance as one of the six dimensions of content effectiveness we measure with our ContentWRX software.
ContentWRX evaluates content effectiveness across these six dimensions: discovery / findability, accuracy, usefulness, relevance, polish, and influence.
Our study of ContentWRX data has found that customers and audiences who perceived the content they used as relevant are:
How do you create relevant content? You need to:
This step-by-step starter guide walks through key ways to get your content relevance initiative going.
ContentWRX data found that 9.4% of users who said content was irrelevant to them indicated the content was out of date. Whether you are producing instruction manuals, providing weather data, or reporting the news, your users expect your content to be up to date.
To ensure your content is timely:
You are likely creating content that has to serve different types of customers. So you can’t just produce generic content to meet all of their needs. Your content must be relevant to each audience segment.
To create content that is relevant for each audience:
Here’s an example of how The Home Depot targets content to specific customer segments. In their project guides, they tag content with the appropriate difficulty level.
Mailchimp also does a good job of matching content to customer type. For example, they create a newsletter that is specifically for e-commerce small businesses.
Today there is a range of tools to help you target customers with specific, relevant content. This type of technology can allow you to serve up the right content for the right customer at the right time.
These tools include:
Targeting customers with relevant content is just the beginning. By digging deeper into each specific user’s needs and goals, you can personalize content dynamically and really deliver wow moments.
Ideas for dynamic personalization include:
For example, Grubhub offers an email with a handy and delightful retrospective on a customer’s usage for the year.
Follow these steps and suggestions to begin to put together a plan for improving content relevance. Once you have identified what your organization needs to do to get started with content relevance, an essential next step is to find out (using a tool such as ContentWRX) how your content is currently performing in terms of relevance. Understanding where you are will help you determine how fast and how far you have to go to make sure you have relevant content. You can also learn more about content relevance in The Content Advantage or by partnering with Content Science.
Last Updated: June 10, 2021
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