There’s a concept used by engineers to choose project completion biases which involves three things: Good, Fast and Cheap. The idea is that one tends to choose two out of the three qualities to determine a course of action, possibly at the expense of the third. For example, projects can be done fast at a low cost, but quality might suffer – or it could be done well and cheap, but it will take more time.
Now, did you also know there is a triangle concept for effective content that can be applied to landing pages?
Applying the Triangle Concept to Landing Pages
Developed by Angie Schotmuller, the ‘Triangle of Relevance’ is a content strategy that recognizes the following marketing project completion biases: Business interest, user interest and time significance. The content created by a brand, like a landing page, can be business interest focused and timed right, but might lack user interest. Alternatively, it could be timed perfectly and get users very interested, but lack a business focus.
How does a marketer find the perfect balance that encorporates all three points – particularly when it comes to landing pages?
Schotmuller wrote a great post that gives more detail on the triangle concept and how it can be applied to content marketing on Jay Baer’s Blog, Convince and Convert.
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.
Simply put, when crafting your landing page, ask yourself 3 questions:
- Does the landing page appeal to the user’s interests?
- Is the landing page relevant now to visitors?
- Does the landing page serve our business objective?
Yes, it’s simple and it works – it’s just many marketers forget to plan, think about what their audience wants and tie it into what’s happening during that time frame.
Have you applied the triangle method when developing landing pages? Leave us a comment and let us know!