Reading Time: 4 minutes
There are two reasons why you may be interested in ‘relevant content’. The first is to make sure you are reading relevant content, and the second to make sure you are producing relevant content for your audience.
Ensuring the content you read is relevant
The defining characteristic of ‘relevance’ is relevance is personalised. This makes it very tricky to achieve.
[quoter color=rowan]What is relevant for you may not be relevant for me[/quoter]
We’ve spent hours and hours defining what is meant by ‘relevant content’ to make Cronycle a platform for relevant content. We want our users can find what they want and access information quickly.
Here are our findings:
Relevant content comes from relevant places
We spoke to a content marketer called Mary who works for an HR consultancy in South Africa. She knows managing your workforce in South Africa is completely different to other countries. She wants to listen to customers and newspapers which are local to her region. Traditionally, when she researches information she finds a lot of articles related to American and Australian culture – this is irrelevant and it takes her time to filter out the noise.
As a result, she only wants to read content which is written in her region. This is source is relevant for her.
Control over keywords
However, Mary is not interested in every article from her relevant sources. She wants to make sure she is kept up to date on specific topics which those sources write about. For example, she only wants to see articles which reference ‘hiring’ or ‘recruitment’.
She needs to filter her chosen sources to get relevant content.
As far as we at Cronycle are concerned; it is important that you as the reader are responsible for these filters. You can’t rely on publishers to pick and choose what is relevant for you. It is difficult to have a balanced point of view if you only listen to a particular source or person. This is the foundation of freedom of speech and freedom of expression. We want Cronycle to facilitate these ideologies.
You have to have the ability to ‘stumble upon’ relevant content in order to think out side of your own echo chamber. You don’t want to have a closed mind and not find new content streams.
However, by creating a serendipitous environment, you quickly can invite irrelevant content into your streams.
We believe serendipity can arise from working in teams – from having people recommend RSS streams and keywords to you.
We also believe serendipity can arise when you follow people on twitter – these people will share articles from publications which you may be unaware of.
Insight into what you are reading
Finally, you need to be mindful of the content you read on a daily basis. Perhaps you think you read articles from multiple streams, but actually only click on links from one source. We will provide the insight into what you are actually reading through analytics.
[quoter color=rowan]Is there anything we have missed for ensuring you are kept up to date with relevant content here? Message Alice with your views! [/quoter]
The next question about relevance comes through trying to make sure that the content you produce is relevant for your audiences – how do you guarantee success here?
Ensuring the content you produce is relevant
Relevance through expertise
On a recent Buffer twitter chat, marketeers discussed the best way to learn what their audience wants to read. Most answered that you should listen to your audience, and check post analytics to see which articles and content pieces do particularly well.
However, as is the case with everything, no one really knows what they want until they see it. The reason why your audience is interested in reading your content is because they think of you as an expert. You understand a particular topic better than them. They rely on you for your knowledge in your subject matter.
[quoter color=stone]If you just listen to what your audience wants to read you are not transferring your knowledge to them![/quoter]
So, the question becomes how you become more informed about your subject (see above) and about how you curate this information to make it more interesting for your audience.
We think this partly comes down to collaboration. The more people you have working on ideas and sharing information, the better that pool of knowledge will become. The more opinions and consultancy you’ll pool to make your content relevant and insightful.
In order to make content relevant you must pool your expertise with your team.
Relevance through personalisation
Another way to make your content relevant is to compile the sources that your audience will read on a daily basis. Who do you want to reach out to? What publications to they already read? How is information presented? What information will they not already see?
We want our users to compile lists of different sources which their audience reads and use these collections to understand what their audience is thinking.
This is the way you can personalise content – through the knowledge that comes when you think the way they think, when you get inside of their echo chamber.
[quoter color=stone]Are there any other ways to create relevant content? Again, please email us and let us know your thoughts.[/quoter]
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