I had a colleague several years ago who was not a marketing professional, however, he asked me one of the most important questions I’ve been asked in my marketing career.
“So what!”
You see, he was a technical professional who had been in a business development role for much of his career. He interacted with clients almost every day whether delivering projects or positioning himself and the company for future work.
He was a busy man. So were his clients.
He learned to not waste his time, or his clients’ time with something that wasn’t relevant or with messages that weren’t clear. If his customers couldn’t easily see a benefit in something, he didn’t bother.
Good marketing advice, in my opinion.
A “So What” test is not his original idea. Google it. You will see it’s not a new concept. It was something he picked up along the way and made part of his approach to how he did business.
Developing content? Ask yourself “So what?”
The Content Marketing Institute has a great blog post that provides several different definitions of content marketing from different industry experts. My favorite quote from the blog is:
“Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.”
There is no denying that really good content can have a big impact on your marketing ROI. Even “just OK” content can generate some results if it’s focused on a very specific niche or concept where people might be willing to forgive your execution because what you have to say is perfectly on target.
So, don’t waste your time developing content that isn’t relevant to your audience. I’ve included 8 So What questions you should ask yourself about every piece of content you share.
The 8 questions of the So What content marketing test.
- Who am I talking to? Many companies define target audiences or customer persona as part of their marketing strategy process. Whether you have something official like this in place or not, the content you create should have a clear target audience. And, not to state the obvious, but that audience should be a target you’re interested in. Most pieces will not appeal to everyone, so select one or 2 targets and create it for them. Make it clear who you are talking to so the reader is confident that you are talking to them.
- Are my customers talking about this? Really, this is a million dollar question because it speaks entirely to relevancy. If what you’re saying has nothing to do with the concerns, dreams, ambitions, passions, or problems of your audience, remove it from your list of things to talk about – or at least put it very near the bottom. There are online tools you can use to monitor what your industry is talking about.
Some examples of ways you can monitor your customer’s interest include:
Google Analytics. You don’t have to be an expert at Google Analytics to see the data and understand how people are using your site, buying your product, when they leave, and how they found you.
Social media metrics. Pay attention to not only the likes and shares but also how much your audience is growing and at what rate, the number of engaged fans (ones that interact with you on social media), and how they find you on social platforms.
Monitoring tools. Tools like Google Alerts let you stay on top of new online content relevant to your industry. You can use keywords to narrow your results for very specific results. I use Feedly. There are other tools out there to try for yourself.
Good old-fashioned face-to-face. Get out to industry events, talk to others in the industry – even your competition if possible, engage your staff in conversations about what they hear, if you have a retail store observe customers in action.
Customer surveys. Don’t miss the chance to ask your current customers about what they think and what problems they have that you might be able to solve.
- Am I saying “You” more than I’m saying “Me”. When was the last time you enjoyed listening to someone ramble on about how great they are? Don’t do that to your customers. Focus on benefits for the end user more than your company details, product specifications, or the features of your services. Sometimes it’s hard to differentiate benefits from features, so focus on talking about how your clients will feel, react, or benefit from what you have to offer. It engages the audience and helps them relate.
- Will my customers relate to what I’m saying? Your customers will relate to content that is specific to their needs or their issues. It can help to present your content within a scenario that is familiar to them. If, for example, you are trying to sell your services to small businesses, you shouldn’t be telling them about the benefits of your technology for Fortune 500 companies. You want your customers to immediately understand that your product or service is right for them.
- Will my customers understand what I’m saying? Your customers aren’t stupid, so don’t make them feel like they are. If your content is overly technical, your audience might feel alienated when they can’t follow your message. Or, if you’re not direct with what you’re saying and relying on your customers to read into your message, you’re making them work too hard or maybe even confusing them. Use language that is accessible to your audience and gets to the point.
- Does my customer want this format and delivery? Not everyone reads blogs or whitepapers. Some audiences want short snippets of information, and others want comprehensive guides. Not everyone is online all the time. People are looking for different messages at different stages in the sales cycle. When you’re creating content, consider the format, the call to action appropriateness, and the delivery (online, mail, email, social media, or traditional media).
- Has my customer seen this before? That question applies to content from you, from your competitors, or from other industry sources. If it’s not new, or at least a new twist on an old message, then you can probably direct your efforts elsewhere.
- Will this get me what I want? All the other questions are about your customers. This one is about you. It is last on the list, but do not consider it the least important. You need to benefit from the content you develop. Whether you are establishing your expertise in a certain area with a thoughtful blog post, differentiating yourself from the competition with a whitepaper, or moving a prospect along the sales cycle with an email campaign; you have to understand how the content helps you reach your goals. A solid content or tactical plan will help you keep this on track.
