In today’s media landscape, brands constantly strive to engage its users, customers and stakeholders. However, it is easy to get lost by making it a quest for Likes or by focusing too much on your own products in the communication and thereby loose engagement. One of the most crucial things when creating content is to make it relevant to your users. Your audience needs to be able to connect your products and services to their own context, so why not help them out? Relevant content adds value to the individual and makes him or her more prone to engage with it. Here are a few tips to help you make more relevant content.
Choose the right timing
Very often, relevance is a question of timing. People are often concerned with what surrounds them right here and right now. It may be the changing weather, a big concert, breaking news, and so on. This of course also includes a local aspect to the calculation, but if you are able to create content that can match this, you are very much headed in the right direction. Follow the news and be up-to-date to know what is happening around you, or search the web for trending topics.
Get to know your users
When knowing your audience well, it is much easier to answer the question: what’s in it for them? Leverage the data you already have to know what inspire your audience. Does your brand for instance attract an audience with certain interests or hobbies such as sports, cooking, music or politics, then this can give you ready ideas on how to create themes and topics that match your user’s interests. This part will become more and more natural as you get to know your users through dialogue. Also, you can try to ask your community what they like.
Align with your brand
Last, but not least, there’s a reason why a user has connected with you in the first place. If your users have liked your Facebook page, it is because they are interested in what you do. Simply give them what they want. Probably they expect your page to give them inspiration, entertainment or useful tips from you as an expert within your field. However, there’s a fine line between doing it well and over-doing it, so keep an eye on how your content performs and whether it is still in the interest of your users.
A consumer brand like Coca-Cola can easily combine their product with events and experiences but the challenge looks much more different for a welfare organization or a company dealing with waste. The key, as well as the challenge, is to center your communication around passion points that both the business and the users have in common and in this way incorporate both business goals, user interest and place and time relevance in your content. In that case it will be a win-win situation for both.