Here is an example Distance Chart which shows you how closely related each topic is to both your stated audience and objective.
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Topics that are closer to the audience (more to the left) are more relevant to your audience
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<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/b8c407ff-d582-4ee4-8190-b93a08ebca4e/4e137267-2539-490b-b14e-965023223cdc/bulb_check.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/b8c407ff-d582-4ee4-8190-b93a08ebca4e/4e137267-2539-490b-b14e-965023223cdc/bulb_check.png" width="40px" />
Topics that are closer to the objective (more to the bottom) are more relevant to achieving your objective
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So ideally the topics at the bottom left of the chart are the ones likely to be more successful.
In more detail:
Distance to Objective
How close is the topic to the stated objective, measured by the level of connectedness between topic and objective as observed in the global conversation
Distance to Audience
How close is the topic to the selected audience, measured by the level of connectedness between topic and audience flagged content as observed in the global conversation
Long Term (strategic) trend
Topics that are in high demand (trending) that have had a long term and consistent demand
Recently Trending
Topics that are in high demand over recent weeks
Wait, there’s more…
In many cases we see areas where one distance score is significantly lower than another. These can indicate opportunities, for example:
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A topic is very close to the audience, but not typically mentioned in the context of the objective = new opportunity for communicating and differentiating
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<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/b8c407ff-d582-4ee4-8190-b93a08ebca4e/4e137267-2539-490b-b14e-965023223cdc/bulb_check.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/b8c407ff-d582-4ee4-8190-b93a08ebca4e/4e137267-2539-490b-b14e-965023223cdc/bulb_check.png" width="40px" />
A topic is very far from the audience, but close to the objective = an opportunity to better focus the message, or consider how to make the message more relevant for a specific audience (Inference Writer is very good at doing this!)
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Detailed Scores
The distance scores used in the Distance Chart (above) are calculated by taking a blend of the following factors:
Trend value
Based on the current volume of coverage, noise and interest as relates to the topic
Signal value
Based on the distance of the topic to the objective or audience over the past three months, weighted towards today
Foundation value
Based on the longer term fundamental distance of the topic, excluding short term noise
Here is an example showing the Trend, Signal and Foundation values for “Relevance to Audience”.
