You may have fabulous content and ideas to share with your consulting firm’s prospects and clients, and you may even have provocative titles that attract readers, listeners and viewers to your content. Yet, unless you run your thought leadership and marketing content through one, critical filter, you could still miss the mark. Let’s look closer.
Your consulting firm offers amazing advice. Something to do with leadership or implementation or bubbles and cacao nibs that will immeasurably improve your clients’ situation.
And, because you want even more clients to benefit from your awesomeness (and to engage your consulting firm in lucrative assignments), you generously market your wisdom in articles, blog posts, podcasts, webinars and other formats.
For some reason, though, readers, listeners and viewers aren’t connecting with your content.
Your video limps along at low viewership. Readers don’t flock to your article or recommend it to others. Listeners don’t comment on your podcast.
Your consulting firm’s ideas are wilting like spinach under hot walnut oil.
If your content is so valuable, why is engagement so low? Because you’re not paying attention to The Law of Personal Relevance.
The Law of Personal Relevance
Your audience is most interested in content that they find personally useful.
While your consulting firm’s work and advice may help organizations or individuals’ professional lives, your content must relate your ideas to each audience member’s own, personal situation.
You’ll never go wrong by helping your reader with her life.
However, you will underwhelm your reader if you focus on points that help her organization or business, but don’t fuel her personal success.
Always, without fail, make your consulting firm’s content personally useful to the individual reader, listener, viewer or participant.
Does that mean you’ll frequently revisit evergreen issues that confront many people? Absolutely. Find new ways to deliver age-old messages.
Does that mean that your consulting firm’s content will occasionally feel a bit personal and even intimate? You betcha. Connect with your audience. Don’t stay coldly aloof in a (misguided) effort to appear smart.
When you display your humanity and help your fellow humans on their journeys, you’ll find you attract much greater engagement with your consulting firm’s content.
How do you make your content personally useful?
Text and images are © 2021 David A. Fields, all rights reserved.