Why Relevancy Matters in Content Marketing

Like most of you, I rarely pay attention to commercials. (What about during the Super Bowl? Nah. Not too interested.) I zip through them. (Thank you, DVR!) If I can’t skip the commercials, I use the time to catch up on reading or play Fairway Solitaire (darn you, Gutsy McDivot!) on my phone.

The Commercial That Caught My Attention

But then I caught a woman talking with her hands. Stop. Rewind. Play. As a deaf person, I couldn’t help but be interested in what Mary had to say.

This speaks volumes about relevancy or lack thereof. As you watch the video, think about what type of company could be behind it. (The video has subtitles, but you can view the transcript below.)


My name is Mary and this is my aha moment.

I think we spend too much time fingerpointing and saying, “Oh, that’s their problem.” It’s just so awful.

Deaf people are just like people who can hear. They want a family, they want friends, they want the opportunity to go out and experience various things and they want respect.

[End transcript]

What did you think when you found out about the company? Watching this made me think about bullying and how deaf folks want to be viewed as a person like everyone else. Maybe it was a public service announcement or an ad for a nonprofit organization.

What Company Is Behind the Ad?

It took three views before I could remember the company behind the ad. The first time, I couldn’t recall. The second time, the right type of business, but not the name. The third time, I wrote it down.

Mary said that people who are deaf want to have friends and be treated with respect. Agreed. And then what? It had no closure, no real point. How was this relevant to viewers and the advertiser’s business? Buy insurance, get friends and respect?

Relevance isn’t just about the audience. There needs to be some connection between the content and the business. This video showed how the lack of relevancy made it harder to remember the company.

Granted, the company attempted to tell a compelling story … but the story didn’t go anywhere, showed no connection to the business, and failed to be relevant to the audience.

Relevance Matters in Content Marketing

This video reiterates the importance for marketers and advertisers to create content that’s valuable and relevant to their business and, most importantly, to their target market.

An Ascend2 “Email Marketing Strategy Outlook Report” survey says that the most effective tactic to achieve email marketing objectives is “creating relevant and compelling content.” And yet it’s also the most difficult tactic to execute.

Why does it matter? When something isn’t relevant, it won’t connect with the audience and be memorable. It also affects a company’s reputation. Content marketing is rife with examples of irrelevancy.

What did you think of the ad?

Can you recall a time when you came across something that was not relevant to you? What other ways do companies fail to be relevant? Please let me know your thoughts in the comments. Love hearing from y’all!

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1 thought on “Why Relevancy Matters in Content Marketing”

  1. This is the reason why you cannot just get ads out in just about any way. You need to know how to think things through before you attempt to do anything. Study the market and craft a message that will speak to them.


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