Another concept you’ll need to understand is “content relevancy.” In other words, what makes content relevant to a clearly defined audience?
Andrew Johnson and Colleen Jones of Content Science, an end‐to‐end content company, tackled this question in an article entitled, “Content Relevance and Usefulness: Why You Need It and 4 Ways to Achieve It,” which was published Dec. 1, 2019, in Content Science Review. Their insights are based on content feedback from more than 100,000 people.
They said, “Content relevance is all about your audience’s perception of your content’s pertinence to topics, issues, needs, or interests. Content usefulness refers to your content’s ability to help users make decisions or make progress toward goals.”
They added, “Whenever a user visits your content, they have a specific goal in mind—even if that goal is just to learn more about you. How well your content helps them accomplish that goal is hugely important to how effective your content is overall.”
They also identified customers and audiences who perceived the content they used was “relevant” as follows:
- Nearly three times as likely to report accomplishing their goals than users who felt the content was only somewhat relevant
- More than eight times as likely to report accomplishing their goals than users who felt the content was not relevant
They concluded, “Even more pronounced is the effect of the two dimensions together. According to our data, users who found content to be both relevant and useful said the content helped them accomplish their goal 91.5 percent of the time. That’s more than 15 times as often as users who found the content neither useful nor relevant.”
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