Content Topics & Angles
Content Topics & Angles — Miles Mortensen (ISOM)
Per-persona matrix mapping the avatar's problems, outcomes, and product features to specific angle types. Bridges between Avatars and Angles & Formats — gives every piece of content a defendable why-this-angle-for-this-persona answer.
Purpose
Stops content from being "post about a thing and hope it lands." For each persona, every problem they have, every outcome they want, and every feature of the product gets mapped to which angle types work best. Output becomes a content production matrix that anyone can pull from.
How to populate
Sources to mine:
- Avatars (Personas + pain points + desired outcomes + objections)
- Craft Offer (product features per offer)
- Angles & Formats (taxonomy of angle types)
- Content Pillars (pillar each topic should reinforce)
What good looks like: each persona has a complete matrix. Problems, outcomes, features each mapped to 2-3 angle types. Promos/offers section specifies which offer and which angles to use to promote it.
Update: per campaign, or when a new persona is added to the Avatars section.
Persona 1: [NAME]
Problems and Pains We Solve
| External Practical Problem | Angle Types | Internal Emotional Problem | Angle Types |
|---|---|---|---|
[TO POPULATE] | Pain Point / Fear-Consequence / etc | [TO POPULATE] |
Desired Outcomes We Provide
| External Practical Outcome | Angle Types | Internal Emotional Outcome | Angle Types |
|---|---|---|---|
[TO POPULATE] | [TO POPULATE] |
Facts, Features, Related Benefits
| Product Feature | Angle Types | Product Use Case | Angle Types | Unique Feature | Angle Types |
|---|---|---|---|---|---|
[TO POPULATE] |
Promos / Offers
| Offer | Angle Types |
|---|---|
[TO POPULATE] |
[Duplicate per persona. Match the personas defined in avatars.md Section 8.]
Related
- Dossier Index
- Avatars — personas + pains + outcomes feed this directly
- Craft Offer
- Content Pillars
- Angles & Formats — full taxonomy of angle types