Do You Got the RITE Stuff?

It may be hard to believe—or maybe I’m just getting up there in age—but 32 years ago was the debut of the song, “You Got It (The Right Stuff)” by the boy band, The New Kids On The Block. As a child, I loved that song (and I admit that I still do as an adult), so I had to make some reference to it. (#ImADork)

As it pertains to this post, RITE is an acronym that stands for Relevant, Interesting, Timely, and Entertaining. It’s a formula used to assess the viability of content. The premise is to consider every post with those characteristics in mind. I always find it helpful to see examples, so I will share several here that represent the RITE qualities. Hopefully, they will help you generate the RITE stuff for your content!

Relevant. While not every piece of content has to be about your business, you do want to keep it relevant to your brand. I try to weave brand relevancy into the articles we share, the quotes we use, and the blog or video topics we select. Here’s an example from our client, Cnesta Group LLC, an executive search firm.

Interesting. With so much competition for online eyeballs, it’s critical to create interesting content. Developing stimulating content, on a consistent basis, is one of the most challenging parts of my job. It’s also one of the most rewarding. We’ve enjoyed developing posts for our client, SAR Floors, as they approach their annual flooring event with the Star Wars theme, “May the Floors Be With You.”

Timely. News, events and popular trends are strong pieces of the content formula. Capitalizing on timely topics helps to connect a brand to what’s going on in the world. Such was the case when our executive coaching client, Chad Harvey, wrote about the “OK Boomer” meme in a recent blog post.

Entertaining. People love to be entertained. Creating content with entertainment value is a great way to capture the attention of your audience. I’ve found that entertaining posts—particularly funny posts—are more likely to be shared by others. That, in turn, can help to expand your brand reach. Here’s an example from our client, Freedom Financial Wealth Management.

As you can see, some posts cover multiple areas of the RITE formula. In fact, I recommend trying to incorporate two to three of the RITE characteristics in each post.

Do you got the RITE stuff?