No matter what your product or service, if you can
achieve “mass relevance” you are bound to be more successful. It is particularly important for businesses
that rely on advertising revenue to survive.
You have to aggregate a mass audience in order to have something to
sell.
Let’s break it down.
Mass: a body of coherent matter and often of considerable size. Relevant: bearing upon or connected with the
matter in hand; pertinent. Put those
together in reference to content creation and you have topics that appeal to
the masses. In an age when information
is plentiful and communication happens in so many new forms, it is even more
critical for content creators to look for subjects that are relevant to the
masses.
Roy Williams’s
principle about advertising in 2012 can be directly applied to on-air and on-line
content creation: “I hear a voice whispering in the
night: Relevance and credibility, ad
writer, are the words you must engrave on your heart if you will write ads that
move the needle. The customer is asking,
‘Does this matter to me?’ They are looking for relevance. And their second
question is, ‘Do I believe what they’re telling me?’ They are looking for
credibility. The public is no longer
looking for a perfect icon to worship. Most of them are looking for an
equally-flawed friend with whom they can connect.”
Increase your mass relevance by watching and listening
for the topics that people are talking about.
Here are a few sites that can help: http://www.trendingtopics.org/, http://www.reddit.com/, http://www.buzzfeed.com/,https://twitter.com/WhatsTrending/
Look for topics that are common to all of us:
Relationships:
(couples, families, friends, workplace)Pop Culture: (entertainment news, celebrities…)
Personal Growth: (self-improvement, fulfillment at home and job, spiritualism, etc.)
Health and Beauty (Dieting, exercising, makeovers, anti-aging, pampering, etc.)
Shopping-Consumerism: (Example: “Bargain of the Week” )
Style: (trends, fashion, cars, home, personal space, etc…)
Keep
in mind that the internet is not the only source for great content. Google estimates that 129,864,880 different
books exist in the world, and it claims to have digitized 15 million of them—or
about 12 percent. Just think of all of
the information that has not made its way to the internet. It gives a whole new meaning to the words
“think outside the box”.
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