Monday, November 23, 2009

Mums and content relevance

Responding to Grant McCracken's Invading The World Of The Mommy Blogger:

I recall Clay Shirky mentioning that mums are the ultimate test of your website or service, because they have no time for things that are not ultimately useful.

The same reason underlies usability studies finding people unwilling to waver from their "click, hunt for relevance, click, hunt, back" behaviour. People (and particularly mums) are very goal-oriented, and until you provide something that helps them, they don't care about you (thanks Kathy Sierra).

So, you need to pull your target audience in with the application of your book/theory - what could a mum change about her day-to-day routine that would show the theory at work? Mums will read that, looking for a nugget that will help them. If they agree and it works, they will come back for the rest of it. But calling something "Chief Culture Officer" does not suggest a resource that will get better-mannered children and free up some of their time to see their friends.

In essence: identify your audience, find out what their problems are, work out what one theory application will have the most impact for them, and package that up for them. People will come back to the source of good advice.

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