Since hubby turned 50, we’ve become members of AARP; which means we receive (and enjoy) their excellent publications.

In the Jan/Feb 2010 issue of the AARP Bulletin, there’s a short article about a British survey commissioned by financial company AXA, and the subsequent renaming contest surrounding the word “pension.”

Turns out that nearly a fifth of 18- to 24-year-old Brits think the word pension is stodgy. (No duh.)

The winning replacement, submitted by 29-year-old Donna Wood of Hampshire, England is:

Save Now. Play Later.

Genius.

But what this really brings to mind is how we get stuck using words and phrases that have lost their relevancy. With business writing and marketing/communications, it’s far too easy to lapse into same-old, same-old boilerplate language.

No word or phrase should be sacred. Everything should be, at least periodically, rethought. Step back now and then and ask this question: “What does this word or phrase really mean to my reader?”

P.S. Hey, State Farm Insurance, are you listening? With the transient culture we live in, I’m pretty sure “Like a good neighbor” doesn’t resonate like it used to.

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Previously on “The Search for Relevant Content” I shared a definition and some characteristics of valuable content.

In this edition, I’d like to share some real-life examples of relevant content that demonstrate the first characteristic of relevancy: accessibility.

Here are just a few I think do it well (and why).

• Zappos.com – Not a pretty site by almost anyone’s standard but this site is loaded with lots and lots of clearly labeled, relevant content. Their gold-standard free shipping policy is prominently displayed, customer testimonials are front and center, and shoe shopping by style, size or brand abounds.
• HomeDepot.com - Multiple pathways make finding content super-simple for a variety of site visitors, from shoppers to learners to DIYers.
• Entrepreneur.com – No-think navigation labels make content easy to find.
• The Nature Conservancy – Relevant content is located above-the-fold and features prominent calls-to-action.

Of course there are plenty of other good examples, but I hope this randomly selected short list will inspire those who hide relevant content behind cute and clever tabs or bury it six pages deep to bring it out from under wraps.

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