The Libyan Academy

Basic Science
Computer Science

Report for :

3 Angles to Create Magnetic Content

with the Triangle of Relevance

By:Marwa Ahmed Abida

ID: 21920189
3 Angles to Create Magnetic
Content with the Triangle of
Relevance
 Angie Schottmuller

Guest post from Angie Schottmuller, an interactive Jedi, e-commerce

expert, and multi-channel strategist at Interactive Artisan.

What makes online content great? Is there a tangible metric, or is it purely

subjective? I think it comes down to relevance. The more relevant the content
appears, the more magnetic it becomes. Within this relevance I’ve discovered
a formula for brands to magnetize content and optimize click-through rates…
the Triangle of Relevance.

Last year I was challenged with teaching my novice content management team
how to write magnetic headlines and create remarkable content. Since such
programs involve a myriad of tactics, I began thinking of how to break it down
into a tangible, non-subjective checklist or generalized principle.

This resulted in the birth of

the “Triangle of Relevance” – a content strategy principle incorporating three
angles – business interest, user interest, and time significance – to
maximize relevance and magnetize content, creating user action.

Triangle of Relevance Content Strategy

1. Business Objective. The products, services, company mission, goals, or

people relevant to the business or organization.
2. User Interest. The goals, aspirations, pet peeves, turn-ons, values,
hobbies, favorites, values, etc. of your target audience.Tip: Define
personas to make this step easier.
3. Time Significance. Seasons, weather, holidays, life events (birthdays,
anniversaries, etc.), major sporting events, current events, trending news
and more. Present urgency, popularity, or seasonality. Why is this content
relevant now?Tip: Incorporate time relevance with clever word plays.
Check Google Trends, Twitter Search, or Trendistic for trending topic
inspiration.

The key to magnetizing your content is effectively

incorporating ALL three angles of relevance. The foundation of the
triangle is business and user interests, but any angle can be used to initiate a
relevant content concept. Time significance is often forgotten, and it’s also
usually the most challenging to include.

Content Planning with the Triangle of Relevance

For your content strategy or blogging calendar, create a table or spreadsheet

with columns for each Triangle of Relevance angle. It will help bring
accountability to your headlines. Create separate tabs for each angle to list
ideas for reference. .

(Tip: It’s very useful to have a database list of time significant events
relevant to your target audience. Include holidays, major TV or sporting
events, movie release dates, school breaks, etc.)

Business User Sample Content

Company Time Significance
Objective Interest Heading
Wegmans Sell Citrus fruit Wellness Winter Fight the Winter Blues
products with Sun-Sational Citrus!
Mayo Clinic Health care Patient National Heart Survival stories from
support services recovery Month WomenHeart Champions
Whole Foods Trial of new Family- New animal welfare This Little Piggy Went to
Market Pork products friendly legal standards Whole Foods Market
 

Optimize Click-Through Rates with the Triangle of Relevance

In my experience, this principle has proved invaluable in planning email

subject lines, blog titles, and Twitter posts. From a metrics standpoint, this
principle can most effectively be tested by comparing and optimizing click-
through rates. Below are some content elements to target for using this
principle.

 Email subject lines

 Copy for PPC and Facebook ads
 Display ad copy and graphics
 Web page titles
 Twitter, Facebook, or microblogging posts (Vary to re-purpose content)

As an Interactive Jedi, I created the Triangle of Relevance as a means of

wielding the Force to lure target audiences into my inbound marketing
strategy.

What are your thoughts on the triangle? Is it the wrong shape? Have I
missed a critical element of relevance that doesn’t fit? Can you think of other
exceptional headlines that meet all three relevance criteria? Please add them
to the comments below. Feel free to use this tool for your content strategy
planning.