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Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition by Andrea Coville

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5

Dimensions of Relevance (III): Circumstances

Content, Context, and Contact

By now, we have probably convinced you that becoming (and staying) relevant is more complicated than you thought. It is, of course. And it gets even more complex. For example, relevance depends on the circumstance, and we can break those circumstances down into three parts: content, context, and contact.

CONTENT

The content of a communication—the words and pictures on a web page, for example—is the primary vehicle for delivering relevance to an audience. And that web page example gives you a pretty good idea of what we are talking about: words, pictures, video, social media in all its forms, and conversations. They all make up content.

And that content includes word-of-mouth, ...

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