How can you use the agenda-setting framework to identify important content topics?

1 What is the agenda-setting framework?

The agenda-setting framework is a theory that explains how the media shapes public opinion by selecting and emphasizing certain topics over others. The media does not necessarily tell people what to think, but rather what to think about. The more attention a topic receives from the media, the more likely it is to be perceived as important by the audience. The agenda-setting framework also considers how the media frames a topic, that is, how it presents it in terms of attributes, values, or perspectives. The media can influence how the audience evaluates a topic by highlighting some aspects and ignoring others.

2 How does the agenda-setting framework work?

The agenda-setting framework consists of two levels: the first level and the second level. The first level refers to the salience of a topic, that is, how prominent or visible it is in the media. The second level refers to the attributes of a topic, that is, how it is characterized or described in the media. The first level affects what topics the audience considers important, while the second level affects how the audience thinks about those topics. For example, if the media covers a lot of stories about climate change, the audience will likely regard it as an important issue (first level). If the media portrays climate change as a threat, a challenge, or an opportunity, the audience will likely adopt a similar attitude (second level).

3 How can you apply the agenda-setting framework to your content strategy?

The agenda-setting framework can help you identify important content topics and frame them in a way that aligns with your goals and values. To do this, you need to conduct a media analysis, that is, a systematic examination of the media coverage of your industry, niche, or target audience. You can use tools like Google Trends, BuzzSumo, or SEMrush to find out what topics are trending, how often they are mentioned, and what sources are covering them. You can also use tools like AnswerThePublic, Quora, or Reddit to find out what questions, problems, or opinions your audience has about those topics. Then, you can use the following steps to apply the agenda-setting framework to your content strategy:

4 Step 1: Select your content topics

Based on your media analysis, you can select your content topics according to two criteria: relevance and differentiation. Relevance means that your topics should be related to your industry, niche, or audience's interests and needs. Differentiation means that your topics should be unique, original, or controversial enough to stand out from the crowd and attract attention. You can use a matrix to plot your topics according to these criteria and choose the ones that are high in both relevance and differentiation. These are your agenda-setting topics, the ones that you want to focus on and emphasize in your content.

5 Step 2: Frame your content topics

Once you have selected your agenda-setting topics, you need to decide how to frame them, that is, how to present them in terms of attributes, values, or perspectives. You can use a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats of each topic and choose the ones that are most relevant to your goals and values. You can also use a persona analysis to understand the motivations, pain points, and aspirations of your audience and choose the ones that are most appealing to them. Then, you can use these attributes to craft your content messages, headlines, and calls to action.