The Golden Rule of Content
At contentgroup we know that great content is at the heart of all successful communication.
But what constitutes great content? Well, I’m glad you asked!
There are a multitude of factors that can contribute to good content, but there is one golden rule that guides all great (effective) content.
Your content must be informative, interesting, and relevant to your audience.
Regardless of the medium or audience that your content is for, following this one golden rule is a must for producing quality content.
Let’s look at this in more detail.
Content should provide valuable and useful information to your audience.
Think about what knowledge your audience may be seeking or what questions they have, and make sure this is clearly laid out. As a rule of thumb, each piece of content should answer at least one question your audience has.
In order to engage your audience, your content needs to be interesting. In a world of ‘infobesity’ it’s easy for audiences to pick and choose. Try asking yourself, if my audience stumbled across this piece of content would they be interested enough to engage with it?
The most important aspect of the golden rule is relevancy. To be effective your content needs to be relevant to your audience.
If your content isn’t relevant to your audience, then what is the purpose of the content?
Without relevancy your audience will leave your content feeling as though they’ve wasted their time, or they won’t bother engaging with it at all.
The elusive ‘audience’
As seen above, in applying the golden rule you make judgements in according to your audience. It follows then that to effectively apply the rule you need to have a holistic understanding of who your audience is, their needs and wants, their method of accessing information, etc.
At contentgroup we always talk about our audience persona, Jacqui Morrison. To ensure we continually publish effective content, we ask ourselves ‘Is this content informative, interesting, and relevant to Jacqui Morrison?’
You can read more about Jacqui Morrison here.
The golden rule of content may appear as common sense, and it is. But you’d be surprised at how often it’s forgotten.
It’s easy for organisations to get caught up in what they want to say and what content they think is relevant, often leaving them to lose sight of what their audience is actually looking for.
The trick to bridging this gap is asking yourself, is this content informative, interesting, and relevant to my audience?
If the answer is no you may want to rethink the purpose of that piece of content.
If you follow this golden rule, I can assure that you will be well on your way to achieving your goals and objectives.
28 November, 2017