6 simple steps to making content relevant for your brand 

Smartphone Store

Written by Pete Howroyd 

Today, brands are competing more than ever before online. Anyone, anywhere, can create mountains of content to send to their databases or flood the Internet with, in order to attract the attention of customers — and they are.

I think we can all agree that personalised messaging is a must-have tool to have in your marketing arsenal. It is all well and good creating amazing articles, blog posts, infographics and videos that appeal to an extensive audience, but if this does not adhere to their specific wants and needs, then it won’t bring you the response you’re looking for. But simple personalisation – such as using your customers name in the subject line and salutation, just doesn’t cut it these days.


It’s a buyer’s market out there and with many brands being sold across a range of retailers, the only real differentiator is your ability to grab the attention of your customers and encourage them to convert with you, rather than a competitor – and this starts and ends with the content that you are sending out.


In order to catch the audience’s eye, retain their attention and end-up with meaningful interactions, your content needs to relevant and have a purpose that your audience can relate to whilst being aligned to their needs, challenges and behaviours.


Relevant content stands a better chance of being read. It is more authentic and believable. Relevant content can position you and your business as a figure of authority in the industry and shows that you have something important to say. And above all, relevant content gives customers a reason to do business with you.


So how can you create relevant content? I’ll tell you how, in 5 easy steps.


Firstly, collect data. And keep collecting it... Your customers change! To send relevant content you need to know who your customer is today (not 2 years ago) and keep knowing them on an ongoing basis. By continually collecting customer data, your messaging can remain relevant to their changing wants, needs and lifestyle.


Secondly, map out the touchpoints of your customer lifecycle (see Tip 6 for more on this). The key to good email marketing engagement is delivering relevant content to the right people at the right time. The most effective way to do this is to create a customer-centric strategy. Think of your brand message and interactions from the customer’s perspective.


Next, it’s time to hyper-personalise – get segmenting your segments!


Fourth - and very importantly – use engaging and dynamic content! Create headlines that generate traffic and include questions and answers in your content so that your customers want to respond and engage with you.


And finally, request customer feedback to gain deeper insights. The effectiveness of your targeted emails will increase as you get to know them better. Pooling your insights from response data, customer feedback and preferences, and your interactions with database, will help you refine and optimise your email content and target customers more effectively.


Furthermore, by monitoring engagement rates from your database, you'll be able to pinpoint your least engaged or lapsed customers and ask yourselves important questions such as: why are they not opening or engaging with your emails? This is the best way to recognise flaws and make adjustments to deliver more relevant messages to these groups – or even eliminate them from your database all together.


Pete is the founder of The loyalty People and has directed and grown many well-known loyalty programs across department stores, fashion, pharma, and luxury retail. Known within the industry as a thought leader and expert in his field, Pete has a passion for unlocking the value of customer data. Pete founded The Loyalty People to allow businesses to build and accelerate customer loyalty.