Being relevant doesn’t mean you can only
write about your niche. In fact, looking beyond your niche and making useful
connections between seemingly unrelated things is often the inspiration for
fun, eye-opening content.
Social media researcher Dan Zarrella calls
this concept “combined relevance,” and recommends it as a way to create content
that gets noticed and goes viral. After all, your customers and prospects have
a lot of different interests, so when you offer something that features two of those
interests in a surprising way, you’ve got a good chance of really connecting
with the people who care about both of those things.
Keep your eyes open for combined relevance
examples wherever you go. A terrible experience with an airline after a
canceled flight could spark a blog post about the importance of customer
service. A popular movie might inspire you to compare the characters to
products that your business sells. If the coach of your favorite football team makes
a terrible decision, mull over how that scenario applies to business
management.
The
possibilities are endless once you get used to looking at the world as fuel for
marketing content.
Source: A practical guide to killer marketing content (HubSpot) e-book
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