Writing With Relevance

May 29, 2014 | Content Marketing, Inbound Marketing

Woman writing in notebook

By now you know I’m a huge fan of Pinterest. To me, it’s a smorgasbord of ideas waiting to be explored. Who knew you could make a five-gallon jug of laundry detergent for less than five bucks? Or that you could make a light fixture out of a mason jar? Though Pinterest relies primarily on the power of imagery, I find that its content is still important. Unless I’m pinning something to do with style or home decor, the caption included with the photo is critical to me. What the description of the photo says not only determines if I pin it, but also whether I click through to the website.

The smallest piece of relevant content can make or break your image for potential consumers. As a content writer at 212 Media Studios, my job is to not only produce quality content, but to write something our buyer persona finds relevant—advancing them through the inbound marketing funnel.

  • Relevant content is the beginning of the inbound marketing process.
The caption of a pin on Pinterest causes me to either click it or ignore it. If your potential consumers aren’t interested in the content you’re putting out, there will be no reason for them to continue on to your website to see the products and services you offer.
  • Relevant content speaks to the target audience, drawing them in.
    Writing engaging articles and ebooks, hosting webinars, or drafting something as simple as a relevant Pinterest caption can gain a lead.
  • Relevant content offers value.
Answering a question or providing a solution will help engage the customer.

Let’s jump back to another Pinterest example. In the near future, my family is attending a friend’s birthday party, and we are encouraged to dress up as characters. My husband and I voted to have our two-year-old son go as Gru from Despicable Me while we dress up as his minions. Because we’ll only be at the party for a few hours, I didn’t want to spend a lot of money on costumes, so I’m making them myself. (Those are always the best kind anyway, right?) Now, I’m not crafty in the slightest, but I figured with a little searching on Pinterest, I could get a good idea for what I need to make our costumes a reality. While searching, I came across a pin with a caption that read, “How to make minion goggles from Ball jar lids.” I have tons of Ball jar lids, and I had been stressing over how to make those goggles.

This pin was the perfect solution. It was helpful in two ways: It provided an answer to my question, and it linked me to a “how-to” tutorial. This scenario is a great reminder of how creating relevant content works within your inbound marketing campaign:

  1. Meet your buyer persona where they already are.
  2. Offer a solution to their need(s).
  3. Nurture the relationship to become a lead.


Photo captions, tweets, articles, and blog posts are all ways to generate relevant content and attract your target market. It’s my job (and yours) to not take these simple posts lightly, but instead recognize the great impact they have on our audience. After all, content is king.

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