Every Storyteller Should Know these Keys to Creating Relevant Content


One of the biggest challenges for content creators is consistently producing fresh content that is both relevant and consistent with their brand.

Whether you’re a marketer, business owner, blogger, social media influencer, or just someone working on your personal brand, creating relevant digital content is key to driving engagement, increasing your reach, growing and retaining followers and subscribers, and encouraging brand loyalty.

Here are a few ways successful creatives can ensure the content they produce and publish is relevant to their target audience.

Know your audience.

To create content that lands, you need to know exactly who you are trying to reach. You may have a general idea, but strategic content marketers want to know exactly who their customer is in order to target them in the most effective way possible.

Building personas is an excellent way to achieve this goal. Take a look at your website and social media analytics and use this data to identify which segments of your audience interact and engage with your content the most. Pay attention to gender, age, location, where they work, which industries they’re in, and the other brands and influencers they follow.

Whether you already feel confident you have a strong grasp on who your audience is, or if you have been so far have been lucky taking shots in the dark when publishing content, these insights will help you make more educated decisions when it comes to content creation. You might even be surprised by what you learn.

Be authentic.

Everyone who has been social media lately or opened their email inbox to find it cluttered with newsletters knows that the digital realm is saturated with content. There is a plethora of content coming at us from all angles, all the time, through all channels.

So how does a savvy content marketer cut through the noise? With authenticity.

Being real is hands down the best way to be relatable.

Your followers come to you because they like what you have to offer and want more, so be unabashedly authentic. Share your expertise and unique perspective. Be original and take risks. The most successful content creators know that growth is difficult– if not impossible– unless they are bringing something new to the table. It can be tempting for so many content creators to stick with the same old  since it’s content strategies since they have worked before, but to truly stand out and be relevant, content creators need to be tap into their creativity big time.

Make it personal.

Personalization is key when it comes to content creation.

Whoever is consuming your content wants to feel like it was made for them. Today’s consumers are used to hyper-personalization in their day to day lives. From curated Spotify playlists to recommendations on Netflix, today’s consumer expects relevance and bespoke content. According to PWC, 94% of executives believe delivering personalization is critical or important to reaching their audience, and 74% have observed that it has a high impact on engagement.

Personalization may seem daunting, but you don’t need the data science department of a unicorn startup to incorporate it into your marketing strategy. There are simple ways to get started personalizing your content. Create dynamic content for your website that changes based on viewer location. Encourage your fans and followers to create user-generated content you can repurpose and re-share.

Add value.

Relevant content always adds value to the consumer’s life.

Whether it solves a problem, teaches something new, or is entertaining, content is relevant only if it succeeds in achieving its goal. You never want your reader to scroll past and feel like you wasted their time, or yours. Your mission is to make your audience feel something when they interact with your content.

To keep your content valuable, it can’t be difficult to access, consume, and understand, and it should be created with your personas’ interests and desires in mind.

Watch your tone.

Content should feel like a conversation, not like your viewer is being talked at or sold. By focusing your efforts on connecting with your audience rather than promotion, you will lay the groundwork for conversions by building trust, educating your consumer, and building brand awareness. When it comes creating content, successful marketers are focused on what they can give to their audience, rather what they can get.

Content marketers also need to remember to stay on brand. It can feel like the clock is ticking to push out new content, but your brand message and values should be the priority and on the forefront of your mind when conceptualizing and creating new content.