Ask a struggling brand what it needs and the answer is usually 'more content'. Ask its customers and the answer is usually something else entirely.
Content is a delivery mechanism
Content carries relevance. It does not create it. If the underlying proposition does not matter to the audience, publishing more of it simply distributes irrelevance more efficiently.
How to test relevance honestly
- Can you name the specific moment in someone's life where your brand is the obvious answer?
- Do your customers use your words when they describe you, or their own?
- Would anyone notice a two-month silence from you?
The sequence that works
Understand the audience. Define what you are genuinely useful for. Build the proposition around that. Then let content do what it is good at: carrying a relevant idea consistently to the right people.
