Magnetic content marketing can be hard to define – you know what you want to say, but how do you develop and write content in such a way that your audience is drawn in? When you get it right, it’s like magic.
Maximize Relevance with Triangle of Relevance
Your readers will engage with content when they find it relevant to their needs, which means that relevance is the cornerstone of successful content marketing. Angie Schottmuller of Interactive Artisan is a proponent of this method, and developed the Triangle of Relevance to help brands magnetize content.
Schottmuller’s Triangle of Relevance incorporates business objective, user interest, and time significance, three key angles that can be used to maximize relevance. Here’s a rundown of the basics:
- Business interest – This concept refers to the business’s products, services, goals, or people.
- User interest – Encompasses anything the target audience may be interested in or concerned with, which may include everything from values to goals to pet peeves. Developing customer personas can be extremely helpful for defining user interest.
- Time significance – Content becomes more magnetic when it’s attuned to what’s going on in the world right now. Holidays, seasons, current events, and the news can all make content more urgent. This is often the most challenging to include.
Magnetic content marketing should incorporate all three angles of the Triangle of Relevance. In most cases, business and user interests are most important, but you can start from any angle.
How can you incorporate the Triangle of Relevance into your content marketing strategy? One benefit of the Triangle is that there’s potential to take a more systematic approach to relevance. To create more successful content marketing, try starting a spreadsheet with columns for each Triangle of Relevance Angle. This can help generate ideas, and it provides some accountability for ensuring that the ideas you use are relevant.
Tell a Story
The importance of storytelling in content marketing cannot be overstated. People relate to stories, to the human aspect in content – not to abstract product descriptions or sales pitches. In magnetic content marketing, the story is central. Keep in mind that story in this context is a broad concept. Some examples of ways to create stories include:
- Talking about the human side of your business – how it developed, what a day at headquarters looks like
- Creating a narrative when talking about a product – how will your product or service help solve your audience’s problems?
- Creating a fictional character in a video or ad
Aim to Help
Audiences are increasingly skeptical of and unresponsive to content that is self-serving and aims only to sell a product or service. Instead, you must provide content that has real utility for your audience. What this means will depend on your industry. For example, a cutlery company may publish seasonal produce guides, knife use tutorials, and other content that provides help in the kitchen.
Catch the Eye
Your content may be magnetic, but how will you get people to look at in the first place? Magnetic content marketing requires you to take steps to attract your audience. One of the most important steps is to essentially market your content marketing – make it available in the places where your audience congregates, such as social media. Search engine optimization (SEO) is also a key part of ensuring that your audience sees your content.
It’s not enough for the content to simply be available – the title must also be magnetic. The title should showcase the relevance, let your audience know how it will help them, and offer a unique perspective that catches the eye even in the most hurried of web searches.
Consider it a Process
The key forces behind successful content marketing evolve over time. Methods that are currently high-tech and in tune with the modern market will be mundane in due time. Magnetic content marketing is a process, and you must be willing to continually alter the way you work, whether it’s updating your SEO for the newest Google algorithm, changing the slang you use in titles, or adopting new technologies that allow you to tell your stories in an innovative manner.
Magnetic content marketing can be hard work, but the ROI over time is substantial, as it allows you to reach audiences and develop a client base while also placing yourself as an industry thought leader.
Which of these methods do you use for magnetic content marketing? Share in the comments!