How to Improve Content Performance by Boosting Relevance

We live in a content world driven by the attention economy1. Marketers are always looking for new ways to optimize their content and place it where their ideal consumer will find it. Let’s take a look at who the top thought leaders are and where this community goes to get industry-specific information. They may not know each other, but these are the people that are recognized as leaders in the CIO community. Top Sources of Information These top sources are where CIOs go to get industry research and information. When creating content to reach these people, check out what these top sources are writing about. It will help you create relevant content that this community is already interested in. Now that you know who the top thought leaders are, CIOs top sources of industry information, the language they are familiar with, and the articles that ignite them to engage, let’s learn more about the individuals. This data arms you with the right information to create relevant content that resonates with this community. The industry information sources above would be the most relevant places, but you can also reach this community outside of the CIO world.

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How to Improve Content Performance by Boosting Relevance

We live in a content world driven by the attention
economy1.
(highlight to tweet) With an abundance of
channels available, it’s easier than ever to reach our audience,
but it’s more difficult than ever before to grab their attention.
Marketers are always looking for new ways to optimize their content
and place it where their ideal consumer will find it.

Creating content and distributing it is something almost anyone
can do. As a content strategist, when I stumble across a piece of
content (that I wasn’t looking for) that I love, I want to reach
out to the content team behind that piece to hug them and say,
“Thank you, and congratulations!” To do this—to create the right
content that resonates with the ideal persona within your target
audience and place it where they want to see it—you need
relevance.

At Affinio, we believe in
relevance so much that we created a way to measure it. Why? Because
if you aren’t relevant, you’re irrelevant. If your content isn’t
relevant in context, timing, and delivery, is it effective?
Probably not. Let’s explore a few ways that you can increase
content resonance with relevance.

Increasing Relevance With Data

Many content creators will use personas to help guide content
strategy. This is a great way to stay on track and avoid chasing
shiny objects. While these can be useful at a high-level, most of
the time, they lack the detail to be effective at an execution
level. Let’s go beyond basic demographic data and broad assumptions
about “pain points” and challenges. Let’s look at what
interest-based segmentation data can tell us about personas within
an audience.

For this example, I analyzed the audience of one of my favourite
shows, CXOTalk. (If you
haven’t heard of it, I recommend you check it out. Michael Krigsman
interviews some of the world’s top business leaders on leadership,
innovation, and disruption.) To run the analysis, we analyzed
CXOTalk’s entire audience. Affinio looks at the billions of network
connections that exist within the audience, then segments them into
naturally-occurring
clusters
based on interest patterns (who they follow). Here is
how the CXOTalk audience broke out:

CXOTalk.com Affinio Audience Analysis

As you can see, each one of these clusters can be thought of as
a different target persona. Let’s learn how we could create
relevant content by learning more about one of these clusters
through understanding their interests, the content they consume and
share, and how they self-describe.

When creating relevant content, the first thing to understand is
what these individuals are already interested in. Let’s take a look
at who the top thought leaders are and where this community goes to
get industry-specific information.

The Top Interests of the CIO Cluster

Top CIO Interests
Click image to download list of interests

Top thought leaders in this industry include:

  1. Kim…

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