This month, some mind-boggling science discovered that Albert Einstein was right when he published his famous theory of relativity in 1915. World Science Festival’s Brian Greene hosted what was touted as the clearest, simplest Einstein for Dummies explainer video about the discovery.

Using Albert Einstein's theory of relativity to explain the theory of relevancy for blogs.

This image from NASA purports to illustrate Albert Einstein’s now-proven theory of relativity: that gravity is not a force, but a curvature of spacetime. If you get that, you will have no trouble understanding the Hollister Creative theory of relevancy.

Greene started by enthusing that “the theory of relativity is based on the beautiful idea that gravity is nothing but warps and curves in the fabric of spacetime.” Since we cannot begin to fathom what that sentence actually means, it is not surprising that we watched the entire video three times and remain completely baffled.

So we are not going to talk about boggles and the theory of relativity. We are going to talk about blogs and the theory of relevancy. There are academic papers on “relevance theory.” We did not read them. We have our own theory.

We theorize that your target audience of prospects for your business will read your blog articles only if the content is relevant to them. Our clearest, simplest Relevancy for Dummies explainer sentence is as follows: “The theory of relevancy is based on the beautiful idea that your prospects want nothing more than answers to their questions.”

Here are three ways to generate relevant blog article topics.

  1. Hand out a notepad to everyone in your company who talks with customers or prospects, and keep one for yourself. Ask everyone to keep the pad on their desk and write down every question they are asked, no matter how basic or odd. If one customer or prospect has that question, chances are many more do, too. The answer to each question is a relevant blog topic.
  2. Call a meeting with everyone in your company who talks with customers or prospects. Put poster-size sticky notes on the wall, each one with a broad topic written at the top; for example, What types of companies benefit from our services? Under each broad topic, brainstorm the narrow, specific questions that flow from it. For example: How does a [type of company] benefit from [name of service]? The answer to each question is a relevant blog topic.
  3. Call your clients to let them know about services your company offers that they are not using. Prepare for each call by briefly listing a few services you think might benefit this client and why. As you talk with clients, write down the questions they ask you about each service. The answer to each question is a relevant blog topic.

You will generate dozens of blog topics from each of these activities. Share the articles you write on your website blog, publish them on LinkedIn, push them out to your list as the content of your email newsletter, and promote them on Facebook, Twitter and any other social media platforms you use.

Keep track of the opens/views, likes, clicks, comments and shares. This data is feedback you can use to figure out the types of future blog topics most likely to generate a response.

If you need help, call us. We can coach you or blog for you.
Have a marketing challenge? Call Kim Landry at 484-829-0021 or email [email protected].

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