6 New Lessons About Content Marketing Relevance

Relevancy creates attention. And to be someone’s favorite, you need to be hyper-relevant. The trick is, as your audience grows, it can become more difficult to focus, and thus your relevancy wanes. We are constantly working on this issue at Convince & Convert. This is one of the very few online outposts that covers social media strategy, content marketing strategy, digital marketing strategy, word of mouth strategy, and customer experience. Our audience here at C&C is just slightly more likely to be B2B. Our audience works in both very large and very small companies, and everything in between. 79% have been in marketing for 6 or more years, and an amazing (at least to me) 51% of our survey participants have 11 or more years of experience. Based on the lessons learned in this research, we’ll continue to make adjustments here at C&C, both in our editorial approach and in our media/sponsorship offerings. We work with more than 25 companies to generate awareness and leads for their solutions, via our blog, podcasts, webinars, videos, emails, and more.

You’re in a battle for attention. Figuring out the best way to earn attention in a maelstrom of information and entertainment is the great marketing challenge of modern times.

But the answer is obvious: relevancy.

Relevancy is the killer app. Relevancy creates attention.

I’ve said it before, and I’ll keep saying it: If you want your content to succeed, it must be somebody’s FAVORITE blog, podcast, video, or haiku in the world.

And to be someone’s favorite, you need to be hyper-relevant.

The trick is, as your audience grows, it can become more difficult to focus, and thus your relevancy wanes. We are constantly working on this issue at Convince & Convert. This is one of the very few online outposts that covers social media strategy, content marketing strategy, digital marketing strategy, word of mouth strategy, and customer experience. That breadth is a plus (I hope), but it also can produce relevancy issues, as we aren’t hyper-focused on ONE element of digital marketing and CX.

That’s why it is vital that we do routine surveys of our blog and email readers, to gauge what they REALLY want. We recently completed the 2018 update of our survey, and I learned these 6 lessons:

But First, a Winner!

Big congratulations to Lonna Whiting, who won our survey-takers contest. Lonna is a veteran content creator who specializes in branding, customer and employee experience, corporate and internal communications, and social media strategy. She’ll be joining me at the CONEX event next August, in Toronto, on my dime.