The Difference Between Trends and Angles
Content marketers and social media managers often find themselves on a treadmill, chasing the latest trends. The problem? Trends are fleeting. They spike and fade, leaving you scrambling to keep up. Instead of jumping from one trend to the next, focus on angles – strategic perspectives that provide long-term relevance and consistency.
Angles are rooted in your brand’s core message and customer needs. They don’t rely on what’s hot today. Instead, they help you build a narrative that can be adapted as needed. This approach not only stabilizes your content strategy but also enhances your brand’s recognition and authority in the market.
How to Build 5 Core Angles That Never Expire
Creating repeatable angles requires a structured approach. Here are five core angles you can develop for your brand:
- Problem-Solution: Identify a common problem your audience faces and position your product as the solution. This angle resonates across industries and is always relevant.
- Expert Insights: Leverage your team’s expertise. Share insights, tips, or case studies that highlight your knowledge. This builds trust and positions you as an authority.
- Customer Stories: Showcase real-life use cases. Highlight how customers have successfully used your product. Authentic testimonials can drive engagement and conversions.
- Industry Trends: Instead of chasing every trend, analyze broader industry trends that relate to your product. Offer commentary or insights that showcase your brand’s perspective.
- Behind-the-Scenes: Share your brand’s journey, culture, or product development process. This angle humanizes your brand and creates a connection with your audience.
Examples from B2B and B2C
Let’s look at how both B2B and B2C brands can effectively use these angles.
B2B Example: HubSpot
HubSpot excels at using the Problem-Solution angle. They regularly publish comprehensive guides addressing common marketing challenges. This not only showcases their expertise but also drives inbound traffic to their platform. They leverage these guides as lead magnets, converting readers into leads.
B2C Example: Nike
Nike effectively employs the Customer Stories angle. Their “Just Do It” campaign features everyday athletes sharing their journeys. This creates relatability and inspires their audience to engage with the brand, resulting in increased loyalty and sales.
How to Test and Refine Your Angles
Once you’ve established your angles, the next step is testing. Here’s how to do it effectively:
- A/B Testing: Run A/B tests on different content pieces using your angles. Measure engagement metrics like click-through rates, shares, and conversion rates to see which angle resonates best.
- Feedback Loops: Solicit feedback from your audience. Use surveys or social media polls to gauge their interests and perceptions regarding your angles.
- Performance Metrics: Track the performance of content over time. Look for trends in engagement and conversions. If an angle isn’t performing, don’t hesitate to pivot or refine it.
- Content Calendar: Create a content calendar that incorporates your angles. This helps maintain consistency and allows you to plan ahead, making it easier to adjust based on performance data.
Connecting Angles to Creative Testing and Paid Performance
Angles can also enhance your paid media strategy. When you have a clear angle, you can create targeted ad campaigns that speak directly to your audience’s needs. This increases the effectiveness of your ads, leading to better ROI.
For example, if you’re using the Expert Insights angle, create an ad that leads to a white paper filled with valuable information. This not only attracts potential customers but also establishes your authority in the industry, making users more likely to convert.
Additionally, when testing ads, apply the same principles of A/B testing to your angles. Identify which messaging resonates best in your paid campaigns and optimize accordingly.
Relief from the Content Hamster Wheel
By focusing on angles instead of trends, you can reduce the stress of constantly creating new content. You’ll find that a well-defined angle allows for greater creativity within a structured framework. Instead of scrambling to create content that fits the latest trend, you’ll have a foundation to build upon.
Angles provide a sense of direction and clarity. They allow you to create content that not only engages your audience but also drives measurable results. This is how you build a sustainable content strategy that delivers ROI.