Use the ‘Triangle of Relevance’ to take your content from good to great
March 31, 2011
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There have been so many great articles about branding, social marketing and content strategy this week — with many focusing on the visual, which we LOVE. We wanted to share our favorites, and especially to highlight Angie Schottmuller’s great guest post on Jay Baer’s Convince & Convert blog.
Schottmuller suggests that what makes online content go from good to great is all in its relevance. “The more relevant the content appears, the more magnetic it becomes,” she writes. In the post, Schottmuller explains the formula she created for brands to use to magnetize content and optimize click-through rates. She calls it the Triangle of Relevance. This content strategy principle suggests you must incorporate these three angles to maximize relevance: Business Interest, User Interest and Time Significance (see graphic below).
Schottmuller gets to the heart of how to create a content strategy for your business in such a great visual explanation. The best part of her blog post was by far the simplest—the wonderful spreadsheet to create a content calendar. The table has columns for each of the three angles. We also love that Schottmuller even provides a downloadable template.
Be relevant by taking into account company goals, the interests of your audience, and what people are searching. Don’t forget time significance plays a huge role in making content click with your audience. Plan your content around seasons, events, holidays, trending news, current events and pop culture.
It’s also important to be up-to-date and have your own style, MarketingProfs touts in a recent post. Don’t worry too much about “being cool.” The information comes from a study done by InSites Consulting and MTV. Check out the charts to see how your company lines up with what Gen-Y wants.
But don’t forget to get local. “Just as you provide information about your products and services, provide information about your location and the community,” Sarah Moraes states on the Vertical Measures Blog in a recent post on local search marketing.
Interested in learning more about the importance of great content? Follow Helium Content Source on Twitter at @HeliumContent. Don’t forget to follow these fellow thought leaders: @aschottmuller @jaybaer @MarketingProfs @VerticalMeasure