At Expert Circle, we work with clients across diverse industries, helping them craft impactful marketing campaigns that deliver results. One of the key challenges many businesses face is aligning their messaging with the right audience, addressing specific pain points, and showcasing the benefits of their products or services effectively. To address this, we developed the Triangle Framework—a straightforward and practical approach to campaign planning.
The Triangle Framework simplifies the process of creating focused and result-oriented campaigns by answering three essential questions: Who Needs It? What Pain Do They Have? What Benefits Do They Gain? By structuring your campaign around these core elements, you can ensure clarity, relevance, and a deeper connection with your target audience.
This article illustrates how we applied the Triangle Framework to develop a campaign for our Thought Leadership Packages, highlighting each step of the process. Whether you’re a marketing director, consultant, or agency professional, these insights will guide you in preparing your own successful campaigns.
Developing an effective campaign to promote a product requires a well-structured strategy that aligns audience needs, pain points, and triangle framework 
benefits. The Triangle Framework provides a powerful model for this, offering clarity and focus by answering three core questions:
- Who Needs It?
- What Pain Do They Have?
- What Benefits Do They Gain?
This case study demonstrates how the Triangle Framework was applied to design a campaign for Thought Leadership Packages and provides actionable insights for preparing your own campaigns.
Step 1: Understanding the Triangle Framework
The Triangle Framework serves as your campaign’s GPS, guiding you toward crafting a message that truly resonates with your audience. It focuses on three key questions: Who Needs It?, helping you identify the people who’ll benefit most from your product; What Pain Do They Have?, enabling you to understand the challenges your product can solve; and What Benefits Do They Gain?, highlighting the transformation your product delivers. By answering these questions, you gain clarity on who your audience is and why they should care, ensuring your campaign connects with their needs and priorities.
The Triangle Framework revolves around three interconnected components:
- Who Needs It: Identify the specific audience that benefits most from the product.
- What Pain Do They Have: Understand the challenges or problems the product resolves.
- What Benefits Do They Gain: Highlight the immediate and long-term advantages of using the product.
By focusing on these three questions, businesses can create a campaign tailored to the audience’s needs while effectively communicating the value of the product.
Step 2: Defining the Campaign Scope
Product Overview
The Thought Leadership Packages are designed to help professionals and businesses enhance their credibility and visibility by publishing high-quality, SEO-optimised content on a platform with a high Domain Authority (DA) of 60+. These packages feature content tailored to the client’s unique voice and brand, ensuring alignment with their messaging and goals. Additionally, they include advanced SEO optimization for long-term visibility and improved search rankings. The campaign’s primary objectives are to attract six paying clients per month, generating £3,000 in revenue, and to build awareness of the packages among marketing directors and agencies, positioning the service as a go-to solution for boosting online presence and authority.
So we break it down like this:
The Thought Leadership Packages aim to help professionals and businesses enhance their credibility and visibility by publishing high-quality, SEO-optimised content on a high Domain Authority (DA) platform.
- Features:
- Content tailored to the client’s voice and brand.
- SEO optimisation for long-term visibility.
- Published on a platform with 60+ DA, boosting search rankings.
- Campaign Goals:
- Generate six paying clients per month, equivalent to £3,000 in revenue.
- Build awareness of the packages among marketing directors and agencies.
Step 3: Applying the Triangle Framework
Applying the Triangle Framework began with identifying the target audience. The primary audience included marketing directors and senior professionals with established marketing budgets, as well as marketing agencies managing campaigns for large clients. The secondary audience consisted of small firms and independent consultants exploring new growth opportunities. To validate these targets, we focused on key criteria such as active LinkedIn profiles with 1,000+ followers, engagement in content marketing initiatives like blogs, and organizations allocating 5-10% of their revenue to marketing.
Next, we analysed the audience’s pain points. Many struggled with limited visibility, finding it difficult to rank on Google and stand out in a competitive market. Others faced low credibility, as a lack of mentions on high DA platforms reduced trust among prospects. Additionally, time constraints left professionals unable to dedicate the resources needed to create high-quality content.
Finally, the campaign highlighted the benefits the Thought Leadership Packages could deliver. These included enhanced visibility through improved search rankings from SEO-optimised content, increased credibility by publishing on a high DA platform, and time efficiency, as the end-to-end service—from interviews to publication—required minimal effort from clients while delivering maximum results.
Who Needs It?
The first step was identifying the target audience. 
- Primary Audience:
- Marketing directors and senior professionals with established marketing budgets.
- Marketing agencies managing campaigns for large clients.
- Secondary Audience:
- Small firms and consultants exploring new growth opportunities.
- Validation Criteria:
- Active LinkedIn profiles with 1,000+ followers.
- Companies or individuals running active blogs or content marketing initiatives.
- Organisations allocating 5-10% of revenue to marketing.
What Pain Do They Have?
The next step involved understanding the audience’s pain points:
- Limited Visibility: Difficulty ranking on Google and standing out in a competitive market.
- Low Credibility: Lack of mentions on high DA platforms diminishes trust among prospects.
- Time Constraints: Many marketing professionals struggle to find time to create high-quality content.
What Benefits Do They Gain?
Finally, the campaign highlighted the tangible benefits of using the product:
- Enhanced Visibility: Improved search rankings through SEO-optimised content.
- Increased Credibility: Publishing on a high DA platform boosts brand trust.
- Time Efficiency: End-to-end service, from interviews to publication, ensures minimal effort for the client.
Step 4: Preparing the Campaign
Preparing the campaign began with messaging development, where tailored messages were crafted to resonate with specific audience segments. For marketing directors, the focus was on helping them achieve higher visibility and establish themselves as industry leaders through SEO-optimised content. For marketing agencies, the messaging highlighted the ability to enhance their clients’ campaigns with high DA content that delivers measurable results. Consultants were addressed with a call to build their personal brand authority by publishing thought leadership articles customised to their unique voice.
Next, content creation played a pivotal role in educating, engaging, and converting the audience. A compelling case study demonstrated how the Thought Leadership Packages solved a client’s visibility challenges, resulting in a 40% traffic increase. A blog post titled “Why Thought Leadership is Key to Long-Term SEO Success” provided further educational value. Visual LinkedIn carousel posts summarized the case study, while a mini eBook, “5 Steps to Build Credibility Through Thought Leadership,” acted as a lead magnet. Additionally, a dedicated landing page showcased the product’s benefits, featured client testimonials, and included a clear call-to-action to encourage sign-ups.
To ensure maximum reach, the campaign leveraged a mix of organic and paid channels. Organic efforts included sharing the case study as a blog post, promoting the eBook on LinkedIn via personal and company profiles, and sending newsletters to segmented email lists. Paid efforts focused on LinkedIn Ads targeting marketing directors and agencies, as well as Google Ads using strategic SEO keywords like “thought leadership packages” and “content marketing solutions.” This multi-channel approach ensured that the campaign reached the right audience effectively and consistently.
1. Messaging Development
Tailored messaging was crafted for each audience segment:
- Marketing Directors: “Achieve higher visibility and position yourself as an industry leader through SEO-optimised content.”
- Marketing Agencies: “Enhance your clients’ campaigns with high DA content that drives measurable results.”
- Consultants: “Build your personal brand authority by publishing thought leadership articles tailored to your voice.”
2. Content Creation
Core content assets were designed to educate, engage, and convert:
- Case Study:
- Showcased how Thought Leadership Packages solved a client’s visibility challenges, leading to a 40% increase in traffic.
- Blog Post:
- “Why Thought Leadership is Key to Long-Term SEO Success.”
- Carousel:
- Visual LinkedIn posts summarising the case study.
- Lead Magnet:
- A mini eBook titled “5 Steps to Build Credibility Through Thought Leadership.”
- Landing Page:
- Highlighted the product’s benefits, included testimonials, and featured a strong call-to-action.
3. Campaign Channels
A mix of organic and paid channels ensured maximum reach:
- Organic Channels:
- Shared the case study as a blog post.
- Promoted the eBook on LinkedIn through personal and company profiles.
- Sent newsletters to segmented email lists.
- Paid Channels:
- Ran LinkedIn Ads targeting marketing directors and agencies.
- Launched Google Ads using SEO keywords like “thought leadership packages” and “content marketing solutions.”
Step 5: Execution and Iteration
The execution of the campaign began with a one-month test phase, focusing on key activities to generate interest and gather data. During this initial launch, the case study was published and widely distributed, showcasing the effectiveness of the Thought Leadership Packages. A webinar was hosted to educate prospects on the benefits of thought leadership, providing valuable insights and fostering engagement. Additionally, the mini eBook, “5 Steps to Build Credibility Through Thought Leadership,” was shared as a lead magnet to capture contact details and nurture leads.
To measure the campaign’s success, performance tracking played a critical role. Metrics such as website traffic were monitored to evaluate visits to the landing page and blog posts. LinkedIn engagement, including impressions, clicks, and shares of the carousel posts, provided insights into social media performance. Email performance metrics, such as open rates and click-through rates, were tracked to assess the effectiveness of newsletters, while webinar registrations and attendee engagement helped gauge interest and participation.
Using these analytics, the campaign underwent refinement to optimise its impact. Messaging was adjusted to address common objections raised during the webinar, ensuring better alignment with audience concerns. Underperforming LinkedIn ads were refreshed with updated visuals and stronger calls-to-action, increasing their appeal. Additional content was created to target secondary audiences, such as consultants, expanding the campaign’s reach and relevance. These iterative improvements ensured the campaign remained dynamic and effective in achieving its goals.
1. Initial Campaign Launch
The campaign started with a one-month test phase. Key activities included:
- Publishing and distributing the case study.
- Hosting a webinar to educate prospects on the benefits of thought leadership.
- Sharing the mini eBook as a lead magnet to capture contact details.
2. Performance Tracking
Metrics were monitored to evaluate success:
- Website Traffic: Measured visits to the landing page and blog posts.
- LinkedIn Engagement: Tracked impressions, clicks, and shares of carousel posts.
- Email Performance: Monitored open rates and click-through rates for newsletters.
- Webinar Registrations: Assessed attendance and engagement levels.
3. Refinement
Based on analytics, adjustments were made to optimise the campaign:
- Messaging was refined to address common objections raised during the webinar.
- Underperforming LinkedIn ads were updated with new visuals and CTAs.
- Additional content was created to target secondary audiences, such as consultants.
Step 6: Transitioning to an Evergreen Campaign
The final step in the campaign involved transitioning successful components into an evergreen strategy, ensuring long-term impact and consistent results. Key elements from the initial campaign were adapted for ongoing use. SEO-optimised content, such as the blog post and landing page, continued to drive organic traffic and attract new leads over time. A recurring promotion, “Get 3 for 10% Off,” was introduced to encourage repeat purchases of the Thought Leadership Packages. Meanwhile, the eBook, “5 Steps to Build Credibility Through Thought Leadership,” remained an essential lead magnet, consistently capturing contact details and nurturing interest.
To maintain relevance and credibility, a content refresh strategy was implemented. Case studies and client testimonials were periodically updated to reflect new successes, keeping the campaign fresh and aligned with evolving audience expectations.
Building on the insights gained during the initial phase, the campaign also focused on expansion into new industries, such as legal and healthcare. Tailored messaging was crafted to address the unique needs and challenges of these sectors, broadening the campaign’s reach and tapping into new markets. This strategic evolution ensured the campaign’s continued success and adaptability in a competitive landscape.
1. Evergreen Elements
Successful components were transitioned into long-term campaigns:
- SEO-Optimised Content: The blog post and landing page continued to drive organic traffic.
- Recurring Offers: Introduced a “Get 3 for 10% Off” promotion for the packages.
- Lead Magnet: The eBook remained a valuable resource for capturing leads.
2. Content Refresh
Case studies and testimonials were updated periodically to maintain relevance and credibility.
3. Expansion
Insights from the initial campaign were used to target new industries, such as legal and healthcare, with tailored messaging.
Takeaways: How to Use the Triangle Framework
The Triangle Framework offers a practical and effective roadmap for creating successful campaigns. To make the most of it, start with thorough research to deeply understand your audience’s needs, challenges, and goals. Use these insights to craft tailored messaging that directly resonates with your target audience, ensuring your campaign speaks their language.
Next, focus on developing high-value content that educates and engages prospects. Case studies, blog posts, and lead magnets such as eBooks can showcase your expertise and provide tangible value to your audience. To maximise reach, leverage multi-channel strategies by combining organic efforts, like social media posts and email campaigns, with paid approaches, such as targeted ads on LinkedIn or Google.
Finally, remember that no campaign is perfect on the first try. Iterate and optimise by continuously monitoring performance metrics and refining your approach based on the data. By applying the Triangle Framework and following these steps, you’ll create campaigns that are not only impactful but also adaptable to your audience’s evolving needs.
Key Steps:
- Start with Research: Understand your audience’s needs, challenges, and goals.
- Craft Tailored Messaging: Use the Triangle Framework to create messaging that resonates with your audience.
- Develop High-Value Content: Focus on case studies, blog posts, and lead magnets to educate and engage prospects.
- Leverage Multi-Channel Strategies: Combine organic and paid efforts for maximum reach.
- Iterate and Optimise: Continuously monitor performance and refine your approach based on data.
To discover how the Triangle Framework helped a company in gaining clients, explore our case study.
