Let’s be honest – most people completely miss the mark when it comes to content marketing. It’s not their fault. The game has changed, and while everyone’s still busy playing checkers, the winners have moved on to chess.
The Problem with Transactional Content
Too many businesses are still trapped in a transactional mindset, seeing content marketing as a way to push products or services, list features, or highlight price points. But content rooted in transactions rarely inspires people to care. And if you want engagement, people need to care.
Introducing the Connection Triangle
This is where the Connection Triangle comes in – it’s the secret sauce for creating content that resonates, lingers, and becomes memorable. It all begins with casting your characters and setting up the right emotional framework.
Step One: Assemble Your Superheroes
Every compelling story needs a hero. For most businesses, unless you’re a corporate giant with an enormous marketing budget, you need a Captain America – the face of your brand, the hero who carries the story. This isn’t just someone who’s good at what they do; they’re someone who embodies the heart and soul of your brand. Think of them as a spokesperson, but with more depth and authenticity. Captain America doesn’t just deliver facts – they inspire, connect, and engage.
But even heroes need a team. They need the rest of the Avengers – a supporting cast that rounds out your brand story. These superheroes could be anyone involved in your brand’s journey: customers, suppliers, team members. The best stories bring in multiple perspectives, and so should your content.
Finally, every good story has its background extras – these are the products or services you offer. They play an important role, but they’re not the stars. In effective content marketing, the spotlight belongs to the people and the stories. Products are just the tools that bring everything together; making them the star of the show risks slipping back into transactional territory. DMAOK’s approach to social media services highlights this principle, emphasizing authentic engagement over mere promotion.
The Connection Triangle: Value, Feeling, Knowledge
The Connection Triangle is simple but powerful. Think of it as three essential points to hit with each piece of content you create: Value, Feeling, and Knowledge. Great content should aim to hit at least two out of these three points every time.
Point 1: Value – For the Head, the Heart, or the Wallet
What value are you bringing to the table?
- For the Head: This is where you educate. Offering insights, data, or new perspectives can make people think. Content that engages the intellect sticks in the mind, giving readers something valuable to take away. DMAOK’s social media content strategy builds on this, delivering thoughtful and relevant insights that keep audiences engaged.
- For the Heart: This is about creating emotional connections by sharing stories that resonate on a personal level. Perhaps it’s a tale of triumph, a moment of vulnerability, or a real customer story that makes people feel seen and understood. There are many ways to craft emotional connections with audiences to make a lasting impact.
- For the Wallet: Sometimes, people just need to know what’s in it for them. Whether you’re helping them save time, cut costs, or offering a special deal, this taps into their practical side, which is valuable too.
Each “value” point makes your content meaningful, ensuring it’s worth the audience’s time.
Point 3: Knowledge – How to Do Something, What to Do, or Where to Do It
The third point of the triangle is all about practicality. Are you offering something useful?
- How to Do Something: Are you teaching a new skill, process, or technique? Step-by-step guides, tips, and hacks work well here, making your content actionable. Enhance your marketing by using storytelling techniques that engage and inform to significantly boost reader engagement.
- What to Do: Sometimes, people just need direction. Trends, best practices, and recommendations work well here, giving readers actionable next steps.
- Where to Do It: Pointing to resources, tools, locations, or services gives them a starting point. It’s about being a guide, not just an informant.
Content that imparts knowledge feels substantial – the kind people want to bookmark, save, and revisit. DMAOK’s resources on digital marketing exemplify this, offering practical insights that businesses can immediately put into action.
Putting It All Together: Crafting Stories with the Triangle
Now that you’ve assembled your cast of characters and your Connection Triangle framework, it’s time to start crafting your content. The key is to consistently hit at least two points on the triangle in each piece. Every post, video, and email should aim to connect through Value, Feeling, or Knowledge.
For example, imagine creating a post about a loyal customer who’s been with you through ups and downs.
- Value for the Heart: Share a heartfelt story about the customer’s journey and why they stick with you.
- Feeling: Create a sense of community and belonging, allowing your audience to feel connected through shared values.
- Knowledge: Include a nugget of advice on how to choose a reliable service provider – a small takeaway that adds value.
By hitting two or three points, you create content that resonates on multiple levels.
Final Thought: Make Your Content Human
The secret to exceptional content isn’t fancy editing or expensive gear. It’s the ability to make people feel connected, valued, and informed. In a world where much content is bland and transactional, the Connection Triangle offers the recipe to make yours stand out.
Ready to create impactful content? Contact DMAOK to discover how we can support your digital marketing journey and help you build connections that matter.
