Content Marketing And The Importance Of Relevance

marketing relevance

In her acceptance speech at the 1985 Oscar awards, Sally Field said “You like me, you really like me.” It’s an interesting moment from a content marketing perspective because she spoke to the heart of every consumer buying trigger a product or service can offer: relevance.

This quick article is like the game of poker, easy to learn and takes a lifetime to master. Relevance needs to come from two places, your end product and from your content marketing, whether that’s verbal, printed, or in video.


Whenever anybody makes a purchase, they are doing so because in that moment (and sometimes for the long term) that purchase is helping that person feel relevant. For instance, if I’m playing football like Betty White,  relevance sits at the heart of the reason why everyone buys. Everybody has different triggers that cause them to make a purchase, in fact there are 5 buying triggers as researched by Mr. Seth Godin (we can’t have a post about marketing and not bring up Mr. Godin).

The 5 buying triggers are as follows:

  1. Status
  2. Affiliation
  3. Dominance
  4. Belonging
  5. Scarcity

These triggers are just the switch that cause people to buy, but they all service the purpose of making the person feel more relevant. As a person considers whether they are going to make a purchase or not, they are going through a cycle of questioning “What’s it do?” and “Does it work for me?” What’s it do is simply the function. Nike sneakers –

  • What’s it do:  they make it easier to walk or run
  • Does it work for me: only if the product satisfies that persons buying trigger



This gets us to the hard truth of every purchase: your client doesn’t actually want what you’re selling – they want to feel an anticipated emotion once they purchase.

The only way to enact that emotion is to make sure your content and product speaks to your audiences buying trigger which is the gateway to their feeling of relevance.

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contribution by Martin Knapp – see his “Small Business School” videos on YouTube 

Martin is a business & marketing strategist and founder of Bookable.