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What is considered "real value" in content?
There's so much out there that looks like its meaningful, so how do you know what your buyer would find useful / meaningful?
This question came from Focus Webcast: Content Mapping: Where to Start, What You Need and How It Works
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3 Answers
At the risk of repeating myself - buyer personas. If you know what their priorities and interests are, your odds of producing meaningful content increase dramatically.
Content that only "looks" like it's meaningful will be discarded as soon as the lack of substance is discovered. Usually this doesn't take long. Make sure that your content delivers on the promise you make. Simply put, if your title is 10 tips on how to... do not give them 8 tips or do not give them 10 tips on why to...
There's a reason why buyers say that 42% of links they click on in social media lead to irrelevant content. It's about the promise. And, buyers are smarter than you think they are. They'll find out fast if your content is only cloaked in "meaningful" instead of truly being meaningful for them. When that happens, you're out of the game.
It's definitely worth taking the time to get to know your buyers before you create content meant to engage them.
I agree with Ardath above. This question came up during my presentation in the webinar: Content Mapping: Where to Start, What You Need and How It Works. Valuable, meaningful content is in the eye of the beholder. You need to make sure you understand your buyer(s) and ensure that the content you create addresses what keeps them awake at night. Valuable content doesn't just expose problems or pitch products, but provides real solutions and recommendations that make a difference in buyer's lives.
One other suggestion - packaging and presentation often matter more to an audience than the substantive content itself. High value presentation formats include: information presented in list format; content that the audience can interact with (e.g. rate or comment on); infographics; and short form over long form.
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