Information needs to be served quickly and accurately to be effective. Some companies stick to a consistent schedule of key messages. Others rely on intuitive thinking. Others get lost in a sea of reactive response. I have seen businesses falter when it comes to prioritizing their content. The result may be an outdated website, missed opportunities to engage audiences and failure to influence.
With so many ways to meet information demand, how do you prioritize your content? I asked Chris Brogan, digital media advisor and president of Human Business Works, how he prioritizes the incredible amount of content he produces each day on social media, newsletters, blog posts and for clients. Within an hour I received his response via email:
“I write mine based on themes that roll into my head at any given time. Sometimes, I’m on a tear and have a series in mind. Other times, I just create based on something that I’ve been asked or from some observation in the ‘real’ world.”
He often begins with social channels which he says leads to a blog post, which leads to a newsletter article, which leads to a potential conversion/sale.
Here are some ideas on how to prioritize your content.
Segment Your Audience
List the different audiences who need or want your information. There are lots of people who may read your website, social media channels, blog, newsletter or email. List priorities for each group. Refer to the list to stay focused.
Know the “Must Haves”
In the “real” world information may be required by law or regulation. Or, a CEO directive. This may be paramount, priority number 1.
Is it Mission Critical?
When information is critical to program operations or service offerings it becomes a priority. Relevance and timeliness are important factors in business. Do not linger.
When the company is being inundated with questions on a particular topic/product/interaction address it now in your content. In fact, become proactive when you find your audience lacks clarity about an issue.
Monitor industry news to find out what’s happening currently. When appropriate, determine how your company can add to the topic using its expertise. These opportunities are fleeting so they become high priority. After the fact attention won’t cut it.
Review your high-traffic pages. Consult your experts to determine what content will have the most immediate impact, then create and publish.
Adhering to content priorities reduces guesswork and positions the company well to feed the thirst for information. How do you prioritize your content?