You naturally want to create the best content. But what exactly does that entail, and how is it measured? First things first: Your content needs to be something your audience will read.
No matter what type of content you're creating, you aren't writing it just to put ink on paper or words on a screen. If you're sending out a press release, you want a news organization to read it and act on it. If you're putting together a pamphlet about the importance of well-child checkups, you want a mom or dad to read it and take action.
But unless the content can keep their attention, they probably aren't going to read it.
Making your content readable doesn't have to be complicated. In fact, it can be as simple as putting the article, blog or email you're planning to write to what we call the "UHR" test.
First, consider whether the content is useful for the reader. What will the audience get out of the article or piece of content? We're in a "What's in it for me?" society, and that's important to think about when planning content.
If, for example, you need to promote a new cardiovascular procedure in a consumer magazine article or blog, you can do that. But make the article focus on an engaging topic related to heart health, then tuck the information about the cardiovascular procedure into the close of the article with a strong call-to-action.
You may think that hard-sell content is the best way to reach your audience. But in many cases, a soft-sell approach with engaging, accessible topics is the way to go. Especially when it comes to establishing yourself as an expert resource and creating loyalty.
Second, think about whether the article is helpful. This plays along with whether it's useful, but requires you to take the thought process a step further. Can you include information related to the topic that can be put into action in the reader's life?
I don't know about you, but I'm far more likely to read content when I feel it'll help me in some way.
Consider the example mentioned above. Create an article topic that provides actionable items. Maybe you write about "5 Easy Ways to Live a Heart-Healthy Lifestyle" or "How Your Sleep Affects Your Heart."
Third, determine whether the article topic is relevant to your audience. This should actually be considered first in many circumstances. As the saying goes, you don't want to try and put a square block into a circular hole.
Does your target audience really need the information you want to write about? Or is it more suitable to a different demographic? How can you tweak the topic to make it appropriate and relevant for your specific audience?
Do you have a topic in mind for your next piece of content? Put it to the test. If you can't answer yes on all three questions, tweak the topic until you can—or set the topic aside. After all, content doesn't serve its purpose if it isn't read.
Not sure if your content fits the bill? That's where our team can help! We'll work with you to strategize topics and create content that will engage your audience and deliver results. Call us at 302.454.7901 to get started.