Content Creation Masterclass: The Almanac of Relevance™ | The Visionary Method
The Almanac of Relevance™
Creating relevant messaging that makes your dream clients' ears perk up.
Why do some brands soar to success while others seem to fizzle out & fail?
Why are some business owners attracting new dream clients every single day, while others are client-less.
Why do some businesses seem to make marketing look effortless, while others struggle to post 1 thing per week?
The simple way to answer all of these questions is, Some Brands Understand The Art of Great Marketing, and some don’t!
Marketing is the lifeblood of your business (it connects you to your Dream Clients) and without a good marketing strategy, you risk having your business fall apart!
In this blog, I want to share a fun Marketing Strategy with you that will help you to elevate your Marketing Plan!
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The best marketing strategies are those that tap into what's happening in our world today. That way, you can be sure your brand or business will stand out from the crowd and really resonate with prospective customers!
The Almanac of Relevance™ is the perfect strategy to help ensure that you are taking advantage of important dates, special events and relevant themes throughout the year.
It is a simple and under-utilized strategy that can support your business in reaching the next level.
The Almanac of Relevance™ is all about creating relevant messaging that is timely and makes your dream clients' ears perk up as you play on current themes and events.
Tapping into the conversation that’s already happening in your dream client's mind is one way to make sure you are always on top of trends. The Almanac Of Relevance™ does this by tapping into what people are talking about, which allows us as marketers keep up with everything going around!
If you’re not utilizing The Almanac of Relevance™, you’re missing out!
Wondering if you’re taking advantage of The Almanac of Relevance™?
Ask these questions to find out…
Do you pay attention to the latest in pop culture (aka Movies, Podcasts, and anything else “newsworthy” that a lot of the world follows?
For example, if there’s a new season of The Bachelor coming up and you’re a Matchmaker for Divorced Women, you might want to share a promotion that coincides with the first episode of The Bachelor (ex: Katie is going to find her prince, are you ready to find yours too?)
Does what you post address the current worries or questions someone has?
For example, when COVID first became newsworthy, the only content that people were responding to was COVID-related topics like what to eat to support immunity, or how to disinfect things. Are you creating this type of content?
Is what you share practical to the current Season or month that we’re in?
i.e. Are your posts Spring and Summer related?
What are the people thinking about? May 24 weekend, warmer weather, summer coming etc...
We really need to piggyback with what’s going on in the world because it can greatly impact the relevancy of our posts.
For example, when COVID hit back in March, any marketing campaigns created pre-COVID had to be cancelled and paused, because they weren’t relevant anymore!
The commercials that promoted All-Inclusive Resorts were no longer relevant, because we weren’t allowed to fly!
The business owners who pivoted and switched their messaging to accommodate the current changing situation and adapted to their dream clients’ needs – were the ones that found success.
“I get it mama – you are crazy busy, there are kids running around, you’re homeschooling, you’re working, and our product can help you with that…” Is just one simple example of a successful marketing pivot.
Because it was relevant and timely.
Without relevant messaging, marketing campaigns kind of just go in one ear and out the other for people.
Depending on your goals and who you’re attracting as your Dream Clients, you’ll want to focus on relevant events and topics that relate to your target market.
Need some help with who your Dream Client is? Check out this free worksheet!>>
If attracting wellness clients is your goal – you’re going to want to talk about relevant events and topics in the wellness world.
When is Mental Health Day?
What is happening with gym and outdoor amenity restrictions?
What kind of food trends are trending? (Banana bread anyone?)
Those are things that if you talk about them, people are going to see you as the expert on wellness and say “Hey how did you start your wellness journey, can you tell me more? Can you send me some more info?”
And hopefully that leads to a new client signing on.
Your Almanac of Relevance™ if you’re trying to attract wellness clients, is sharing related content around wellness (popular dates, wellness trends, how to stay healthy with the season).
Simple as that.
To get started with implementing relevant themes, take some time each month to look ahead at what’s coming up, that can be used to your advantage to connect with your target market.
Do you have Victoria Day written down (it’s a Long Weekend here in Canada!)
What about Father’s Day (perhaps your product is perfect for Dad’s!)
How about the first day of summer?
You can then move onto creating a Master Content Calendar. This is where you document daily, weekly, monthly and annual themes and events related to your business and target market.
This can literally be as simple as printing off a blank calendar from the internet and highlighting the dates you need to capitalize on, or you can use our Ultimate Social Media Content Calendar Template!
Another useful trick you can implement to be relevant is to play on pop culture or what’s going on in the media.
I was chatting with a client about 6 months ago, and we were doing some marketing coaching within The Visionary Method™.
For context, this student has a business as a Residential Organizer.
On our call she asked if I watched Keeping Up With The Kardashians.
I said no. I knew that millions of people did, though!
She then went on to tell me how much a mess Kim’s closet was on last night's episode (lol!)
My initial reaction was “Okay…I don’t really care” but then I thought about The Almanac of Relevance™ and said “you need to make a post about how Kim can organize her closet in 20 minutes”
She ended up creating a series of Instagram Stories of what she would do to Kim Kardasian’s closet to make it more organized and you’ll never guess what happened next…
She had clients reaching out saying “can you do this to MY closet!?”
It was brilliant!
Most people watch Keeping Up With The Kardashians passively, but remember, you’re a marketer so you’re looking for opportunities!
Taking advantage (in a positive way) to what is already happening in the world is the perfect way to start conversations with your Dream Clients.
The Almanac of Relevance™ is one of the top Marketing Mastery Secrets that you can easily implement into your current and future marketing strategy.
Are you already implementing the Almanac of Relevance™ to your marketing tactics Visionary, or is it something you need some help getting started with?
If you’re ready to take your marketing strategy to the next level, I highly suggest you join the waitlist for the upcoming Marketing Mastery Intensive™ that will upgrade the growth of your business in 90 days!
Kelsey xo
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