Chapter Twelve

Living in the Moment

Create Relevant Content for Here and Now

This chapter is about. . .

  • Understanding what it means to produce relevant content
  • Recognizing how other nonprofits have made their communications more relevant
  • Looking at ways you can incorporate the six R's of relevance into your communications

Living on the trail in the wilderness forces you to live in the moment. You have no choice but to constantly respond to the environment around you. Friends who have never backpacked have asked if I get bored. I tell them that if you keep your eyes and ears open, there's no time to be bored, because you are constantly responding to the world around you.

Content marketing is like that too. You are constantly listening and ...

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