No one cares about you – they care about how you can solve their problems. Write for your readers.

These two expressions epitomize the most important marketing concept: relevance. How often have you seen a post, picture, tweet, or comment that adds zero value? Or where the signal-to-noise ratio is, well, too noisy?

When it comes to using digital as a professional tool, there is a subtle shift that must happen. Instead of a self (or corporate) focus, the communication must be designed to be user-relevant, and user-focused. It’s true that celebrities (and politicians) often break this rule, but they really would do better if they improved their relevance.

Social relevance isn’t rocket science – here are five tips that can help:

1. Define the primary and secondary audience for each platform you use.  TikTok attracts a different audience than LinkedIn.
2. Define the overall goal and the high level messaging that you need each audience to adopt.
3. Brainstorm on the key information needs of the target audiences. And if you’re not sure, ask. The intersection of this and your goal/messaging should define your overall theme.
4. Brainstorm specific post topics within this theme.
5. Seek to engage, not just broadcast. A great barometer of relevance is the degree of engagement. If there are no shares, likes, or comments, you may have missed the mark.

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