Would You Buy Your Own Content?
3 Key Questions To Shape Your Content’s ValueImagine your free content as a subscription someone might buy. Would anyone buy it? This is such a good thought experiment to stay honest about the value you’re providing to your audience. The closer you can get to believing a monetary transaction for your content might happen, the closer you are to getting meaningful engagement with it. If you’re pretty sure no one would buy your content, here are three follow-up questions to understand why:
One of my favorite inspirational examples about high-value content is National Journal’s Presentation Center. The Presentation Center offers professional presentations to government affairs leaders about whatever is going on in Washington. Customers pay for access. In return, they have endless, updated, nice looking presentations to send back to their corporate offices. It saves them time, makes their lives easier – and is the reason they have a 90%+ renewal rate. I love this example because the value is in the format – a bullet-point list, a video, a series of articles wouldn’t work. Policy wonks use decks to communicate, and it takes a lot of time to make good ones. Ask yourself: Is there a formatting change that would make your content more useful to your audience? The goal is always to find something that makes your audience’s lives better, easier, happier. Let us know if we can help you think through how to do it.
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Revmade
Award-winning marketing and comms support for brands, associations & publishers
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