Do you have a website? A business page on social media? A business twitter profile? Or even a long running print ad?
When did you last check that the content was still relevant, in line with your business strategy?
The last major change to this blog’s design was in May 2013 when a static front page was created. There have been several tweaks since then, changes to the header design, content changes, a new photo.
But I had not looked at the front page closely since that major design change. I did not realise from my quick glances every few weeks, that one of the paragraphs on the front page was probably stopping a group of potential readers from moving to the blog posts.
When creating the new front page, I took to heart the frequently read opinion that bloggers should write for a narrowly defined, ideal client. I thought I would be smart and include a suggestion that under 45s might be better served elsewhere.
It took a comment by Faith Evan West, a brilliant coach who generously shares her wisdom, to show me that I could be turning away some of the readers who would benefit from the ideas on the blog.
She used the term “an unmet need.”
I have made some changes and will be making some more, but it prompted me to ask you some important questions.
Firstly: If you answered yes to any of the questions in the first paragraph, when did you last review your content? Is the content on any or all of those platforms still relevant to what you do? Can it be improved? What about your “elevator speech”?
Secondly: Are there potential readers and clients with an unmet need that you could satisfy with your skills, your knowledge or experience? A group you may not have previously considered as ideal clients?
Needs change quickly, more so in the new digital economy.
Are you changing fast enough to keep pace?
newspaper graphic by artvex.com