3 questions to ask when creating relevant content

Great content is relevant content, and relevant content doesn’t happen accidentally. In addition, the content you create for your brand today may not be relevant to your audience forever. You always need to keep your finger on the pulse of your content strategy to make sure it is going strong.

It is not an easy task, on a growing internet you have to face huge content competition. Even if you do manage to cut down on clutter, it requires constant attention to make sure your content stays relevant.

Where do you begin your search to create—and keep creating—relevant content? A little Socratic inquiry might be the ticket. Instead of making assumptions, ask the right questions and let the answers guide you.

This time-tested learning process isn’t so much about questioning your material. This involves questioning your audience in rapidly changing times. Here are three questions to ask in order to create relevant content.

1. Who exactly is your target audience?

To connect with your target audience, you first need to know who they are. Don’t make the mistake of assuming that they are what they used to be. Markets change, and so can your offerings. If your audience members aren’t the same, your content is probably off target.

Investigate who is buying what you are selling now and why. Are they the same demographic but shifting to embrace new trends? Or is an entirely new demographic emerging?

Once you develop a profile of your existing audience, build your target audience from there. Let their preferences, concerns and interests drive your brand’s content strategy. Keep in mind that those factors will change from time to time, even if people themselves don’t.

Great content is relevant to your audience, not necessarily your brand. Part of what makes content relevant isn’t about the subject matter at all. It’s about matching how that information is delivered with the media your audience is using.

For example, ask yourself whether the text format you’re using on your website will translate better as a video on social media. If the answer is “yes,” as is likely, change the format to match the stage. If you don’t, you won’t be able to reach the audience you want to attract.

If your existing content has lost its relevance to your audience, you need to find an answer to this question. Doing so will guide you through the necessary adjustments to make your brand relevant to the people who should be your customers. And that will breathe life into not only your content, but your bottom line.

2. How is your brand reputation online?

The best thing about digital media is that it makes it easy for people to talk about your brand. It’s also the worst thing that can happen if the chatter isn’t quite friendly. You need to be on top of the conversation.

What are people saying about your business? If they are happy with your brand, why? If they aren’t, why not?

See input everywhere, including online reviews, website analysis, and customer call center data. Sort the inputs thematically so that you can identify trends in engagement with your target audience.

You need to develop some thick skin to face the digital announcements about your products and services. But there are lessons to be learned even in the least constructive and meanest criticism you read. Ask questions to find out the underlying causes so that you can take steps to improve your online reputation. Accept errors, be honest and maintain transparency about your brand.

For example, if there are comments about poor customer service, take responsibility, apologize and make immediate changes to improve. Don’t forget to use those online forums to tell customers what you’ve done to cure their illness. And of course, monitor the results of your modifications.

Hopefully, not all the bullshit will be negative. In that case, find out what you are doing right and keep doing it. If it ain’t broke, don’t fix it – but maintain it so it doesn’t get worse.

3. How can you change your strategy for the better?

It’s a common misconception for brands to sit back and relax when their content strategy is working. That doesn’t mean you can’t enjoy it at the moment. Don’t confuse yourself just thinking you’ve arrived, because strategy is a never-ending journey.

If you understand that successful content strategies depend on many factors, then also understand that those factors are in perpetual motion. Here is Newton’s first law. A body at rest remains at rest, and a body in motion remains in motion. Be the speed – not the rest.

It makes sense. Let’s say your content strategy has your brand sitting on page one of search results for a month. As long as you keep up the pace, you won’t be sitting there for long, as your competitors will move to replace you. In other words, to keep your place, you need to keep moving.

This doesn’t mean that you have to reinvent the wheel if your strategy is currently performing well, but you should continually improve it. Revise and update effective content to keep up with top-tier SEO as keyword trends change. Recycle content into new formats to increase your reach.

Material strategies need to be adjusted from time to time, just like the wheel alignment on your car. If you ignore the latter, over time you will notice that the steering wheel is pulling to one side and your car is moving towards the shoulder. The same is true if you neglect your brand and its online reputation.

Build in your content strategy the ability to pivot rapidly as the world changes. Pay attention to the cues to get your brand moving and moving.

Maintaining relevance in the digital world is an ongoing challenge. Your content will never be perfect, which means you should always be looking for ways to improve it.

“How?” you can ask. That is actually the question.