So let us first define relevant content:
How many new emails come into your inbox each day?
What percentage of those do you read, file and delete?
If, you did read an email, ask yourself why you read it.
Was it from someone you know, or a company that you know always sends funny, interesting or valuable content?
The emails you read, did they give you something back for the time it took you to read it? Either in useful insights, wisdom or a timely offer.
If there is an email that has done any of this for you today – then that email was relevant.
It was worth the time that you spent reading it.
Whether the contents of that email make you laugh, smile or cry is irrelevant. The fact that it had an impact and made its way to you without being deleted, overlooked or filed.
It stood out and it is worth considering why.
Why we need Relevant Content
Most of us get countless emails per day, our inboxes are overflowing with them. Hundreds of messages and stories are vying for our attention.
With so many companies asking for your attention – ask yourself, what are they giving you in return?
I, personally unsubscribe recklessly. If I receive 3 emails from a person or company that are not interesting or don’t offer me any value, or that I simply haven’t time to read, I know that it is likely that I will never read them… so, I simply unsubscribe.
Not sure how much you enjoy having your inbox full of unread emails? or do you also unsubscribe, or avoid subscribing in the first place?
Yet, there are always emails worth reading. They are well written, teach us something new, make us giggle or share a memorable story.
What makes you relevant to your audience:
At this point, you might be wondering if you ever want to send out emails or share blog posts.
Don’t be discouraged, statistics show thatf done right.
What can you do to start doing it right?
This week, right now, if you would like to turn things around, ask yourself – what can you share with your audience that they would find useful or relevant. What insights into your business and areas of expertise do they find valuable?
If you are looking for inspiration, a good way to uncover your audiences’ interests is to ask, or make a list of the top 10 questions you get asked most. Delve more deeply into each question and turn the response into a blog post or email for your audience.
As a travel agency, you could share why flights are cheaper on a Wednesday or which day is the best to book and pay for your trip. A consultancy might want to share what you should be asking when looking for a consultant or how to brief a consultant to get the best results – which would save them both time and money.
If you are a coach, how can someone prepare before a session to get the most out of their time with you? What books, movies do you recommend, or motivational tips/quotes?
By sharing useful information with your audience you are also setting expectations, sharing and answering their questions before they’ve asked them. It prepares, educates and helps them, which makes the information shared valuable.
The best bit is that once done right, people will go to your website or subscribe for more useful information. A blog that you’ve written, stays on your site and contributes to better search optimisation so that people that are asking these questions can find you.
Gilles & Mackay, a shed company does a great job of this, every useful answer to everything about garden sheds can be found on their site, which brings them a lot of organic traffic, which means they don’t need to spend as much on advertising.
If you asked yourself, who would you rather purchase from, a knowledgeable expert in the field who makes your purchasing decision easy by answering all your questions before you even call them? Or someone with a two-page website that doesn’t provide you with any useful background information?
Most everyone would pick the first. Relevant content and a good website are both influential factors that contribute toward a positive view of your company, products and services.
Relevant content = Making the world a better place
Have you ever heard of the old adage:
“If you don’t have anything nice to say then don’t say it”.
Can we put another spin on it, by changing it to:
If you don’t have anything Relevant to say, then don’t say it.
We live in a world where we are promised everything and actually receive very little. I didn’t get thinner, richer or more beautiful by eating that yoghurt. Nor did the perfect man and his manor house arrive with my new perfume.
Actually, we are forever being sold ideas and empty promises. The opportunity to share relevant, interesting, engaging content with your audience is your first step in creating a valuable long-lasting relationship with your them. Don’t waste it.
Your audience is there somewhere, wanting to hear from you and is interested in what you have to share, your experience, knowledge and unique perspective are just what they are looking for.
So, rather than simply adding to the noise, which so many companies are already doing. Why not add value, be generous with what you have to share. If you can do one thing today get out there and share ‘Relevant’ content.
If everyone did that, what a wonderful place the world would be.
p.s. A big thank you to Valeriia for the photo; Valeriia Bugaiova