3 Ways to Create Relevant Content
Regularly delivering relevant content on your website and in your e-newsletters is a bit like getting married: Once you've vowed to do it, you're committed. But how do you keep this marriage fresh and exciting? Here are three strategies for keeping the ideas flowing and your content going.
1. Go topical. Start early in the day for this one. Check out sites such as Google Trends, in which you can drill down to what's currently trending under the Trending Now section, or check out the Trending Now box on the Yahoo homepage. While these are the stories making news right now, they are just the news angle. So, what they provide you with is a springboard to other story angles that tie into them.
One of the top stories on June 6, for instance, was the 70th anniversary of D-Day. A book publisher could tie into that with an op ed-style piece on the importance of capturing the voices of today's history before the people living it — like the few soldiers remaining who can recount the D-Day invasion — are gone, and pair it with some relevant book titles on the topic.
Another angle could be the leadership lessons from D-Day, and how they apply to high-stakes decision-making today.
Not every day will have such weighty, historic top news, but with a little brainstorming, you can find offshoot stories to develop from much of the news of the day. Also remember that not all top trending news is relevant to your audience, so don't force it if the content isn't a good fit. The keys here are relevance and valuable content.
2. Go deep. Become known as the go-to place for interesting, provocative content on a particular topic. And don't be afraid to write a lengthy piece if it's warranted. That's what bullet points and subheads are for.
Related story: Brunch & Learn: Direct Marketing on a Shoestring Budget