The blank page: Writers and marketers hate the blank page. We hate it because, well, it tells us that we have nothing to say or, worse yet, nothing valuable to say. Adding to that pressure is the current buzz about content relevance in marketing. Without relevance, even the very best and clearest marketing copy will fall flat - and we know it.

In my last blog post, Email Marketing Content Matters, I commented on how important good marketing content is when it comes to generating results with a target audience. The key to good marketing content is relevance. Relevant content resonates with and matters to the individual who is reading it.

You may wonder why relevant content is important. Beyond the fact that relevant content has greater appeal to your target audience, it also has a direct and immediate impact on your company’s online reputation and email deliverability. That's because the interaction of your email subscribers and Website visitors has far more to do with your online reputation and deliverability than any other individual factor. The best way to improve the likelihood that your email subscribers and Website visitors will engage with your company favorably and consistently is to provide them with relevant content.

But how does one create relevant content, especially if the proverbial blank page is looming? Here are three interchangeable steps:

a) Segmentation
b) Testing
c) Application of analytics

a) Testing

Use simple A/B split tests to try new content or an offer against proven content or offers. This is especially helpful when trying to create greater engagement with a specific segment of your audience.

b) Segmentation

Segment your audience based on subscription preferences, past purchase history, demographic data, or industry. For instance, if you sell educational toys for toddlers one of your segments may be working moms with children under the age of three. Then, create content that is relevant and appealing to each segment.

c) Application of analytics

This step may sound complicated, but it’s really a simple way to use information you already have to improve your segmentation, targeting, testing and content relevance. For instance, look at visitor behavior on your Website to determine topic areas of interest and create content or offers for marketing campaigns based on what the data reveals. Or use the results of A/B tests to help you refine your content and make it more relevant to the segments that represent the greatest opportunities for your company.

What is the one thing you’ve done to improve the relevance and results of your content and marketing campaigns? Share, discuss and debate here. You know you want to.

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About the Author

Cathi Mason is director of marketing programs for Lyris. Her team is responsible for executing programs that deliver quality leads to the sales team.

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