Creating relevancy comes from understanding your target consumer on an emotional level to incite a desired reaction. By connecting with the consumer and demonstrating why, and how, you can help satisfy their emotional need, you become relevant. Everything starts with truly understanding your consumer – who they are, what their challenges are, and then further understanding what evokes emotion in them – before presenting your solution.

Creating relevancy occurs from defining the emotional needs, and once these needs are identified, correlating solution options for the identified needs. To ensure better set-up for success, a marketing strategy should be created, and communication vehicles developed only after thoughtful evaluation and guideline creation. Sometimes gaining a thorough understanding of the emotional needs to be satisfied is easy. Most times however, it takes research, validation, testing and some final validation. Think of the brands that resonate with you most. Can you articulate what emotion that brand satisfies? Relevancy comes from walking in another’s shoes and seeing through their window of truth from their point of view.

Thought Leadership is best demonstrated in the content that is developed and shared. Content should be created to implement subsequent marketing tactics that can be shared as thought leadership. This can take the form of live presentations, blogs, infographics, case studies, ebooks, white papers, and even podcasts and video. Furthermore, how one shares thought leadership via social media and utilizes social media to simply engage with consumers establishes relevancy and brand positioning.

Good content is what drives successful marketing campaigns, increases search visibility, enhances website visitor engagement, and maximizes lead conversion rates.

In today’s physically distanced environment, a superior digital footprint is a must-have for thought leadership content and engagement with the audience or consumer you desire to reach. A digital foundation is not simply a website, it includes ongoing relevant thought leadership embedded with appropriate key words and shared applicably.

In addition to continually optimizing a well-structured website for search engine optimization (SEO) via keywords, a well-designed content strategy uses tactics for gated downloadable relevant thought leadership, as well as, advertising campaigns to create meaningful lead generation.

Kay Segal founded Business Accelerator Team in 2015 with an eye on providing business solutions focused on accelerating revenue in the c-store, foodservice and B2B media industries. Kay’s vast industry experience stems from a variety of roles at CSP Information Group (now Winsight), Circle K Company, 7-Eleven, and Sky Chefs, where her combined experiences positioned her to offer diverse industry insight and a unique niche of services that help clients bolster profitability.