You know it’s necessary to add fresh content to your website regularly.
But sooner or later it dawns on you:
‘I’ve talked about everything already, I’ve got nothing new to say.’
And the truth is, you’re probably right…
But I’m going to show you why that’s not a problem and what you should focus on instead.
And tell you the most important factor to keep in mind… at all times.
(Note: your content could be video, podcasts or the written word, but to avoid the messiness of jumping between listener, viewer, reader, I’ll simply call them readers.)
You’re the Expert—You Have the Knowledge
Because you’re immersed in your industry, you have all the insights and knowledge. To you, the concepts seem so simple.
But your reader isn’t at your level of experience or understanding.
They’re not the expert.
Nor do they intend to become one.
Your reader wants facts. Answers to the questions they’re asking.
And most of your readers are starting at square one.
The Unending Progression of Readers
Your readership evolves and changes. Your content attracts a steady supply of new readers.
(At least it should. And if not, I can help you with that.)
All wrapped up in their own issues.
Looking for information…
Someone who can explain the basics and tell them what’s important. In language they understand.
Your reader wants to know if the information is valid and up to date.
Is This Content Still Relevant?
Last week I looked into the benefits of a medical device. All the references quoted a study from five years ago.
It seemed rather dated with the rapid pace of change in health and wellness.
So I kept digging.
Finally, I uncovered a report that showed recent tests had confirmed and validated the original study.
When I started searching for this medical device, all the information was new to me.
I didn’t have any insights.
I didn’t know the 5-year-old study was still relevant.
I just wanted to know if the device did what it was supposed to do and was worth the money.
Only one company gave me current information.
Which company do you think I’ll trust with my business?
Can your reader be certain your information is current?
Or will they keep looking?
Rinse and Repeat
When you were little, how many times did you repeat the alphabet before you got it right?
The multiplication table?
It takes time and repetition to learn something new.
(I’m bad at remembering names unless I repeat it a few times.)
So… do think your reader’s going to remember everything you’ve said… on one go?
The Rule of Seven
The widely accepted ‘Rule of Seven’ states that your message needs to be seen or heard at least seven times before a person takes action.
And that’s the minimum.
Don’t be afraid to repeat your message.
Say it in different ways.
Give examples. Tell a story. Present a case study.
Once is not nearly enough.
Like the shampoo bottle says ‘rinse and repeat for optimum results’.
The Reason You Create Content
To attract an audience… and connect with them.
That means producing material on a regular timetable.
Don’t get trapped into only creating content when you have fresh insights.
Your production schedule will be so low, your audience will forget who you are.
The Most Important Factor
Always write with your reader in mind.
What problem are they trying solve?
What questions do they have?
Why should they trust you?
Fill in the gaps of your reader’s knowledge, so they have the information they need to make wise decisions.
When you put the needs of your audience first, you’ll never run out of ideas for new content.