Messaging Strategy Eliminates Content Noise
If a tree falls in the woods and no one is there to hear it, does it make a sound?
What if you push content into the digital woods and no one understands your message, is it just noise?
We can debate the first question to infinity. But the answer to the second is an undeniable “yes.”
I’m hearing from a lot of organizations these days who have content creation at the top of their marketing priorities. ePapers, infographics, video, blogs, email, social. The idea being that more stuff will ultimately drive more traffic, more leads and more sales.
But too few businesses stop to first ask if it’s the right message. It should go without saying, if the message is outdated, unfocused or uninspired, your content will be, too. More stuff, less results.
Turn the noise into “Tell me more!”
Remember, your brand is vying for the attention of a specific group of buyers—and those buyers have a very short attention span to give. Messaging Strategy is an essential first step toward ensuring your content is saying what it needs to say, in the most concise way possible to get (and keep) your target’s attention.
Here are three key ways a solid Messaging Strategy strengthens your content marketing efforts:
Too many companies get stuck navel-gazing at their product or service’s cool bells and whistles. It’s easy to become so enamored with the “what” that we forget about the “why?” A proper Messaging Strategy clearly defines your brand’s purpose (what you do) and places it squarely inside your audience’s point of view (why they should care).
Finding your brand voice means uncovering the most powerful and concise messages that both authentically reflect your business and map directly to your customers’ mindset. With this solid direction, you can quickly build stronger, more engaging content that strikes a nerve and—most importantly—compels a response.
In the absence of a solid messaging framework, most brands choose to cast a wider net—throwing a variety of value props and benefit statements at their audience in the hope that something might stick. Sales, marketing, product development and executives each giving their own pitch. That goes for individual pieces of sales or marketing content as well. The result is zero brand consistency.
A clearly defined messaging framework helps get everyone—and every piece of content—on the same page. It minimizes confusion for your customers and your employees. And it helps you begin to own specific audience mindshare by ingraining a distinct value proposition.
It’s a lot faster getting from your house to the VRBO cabin when you have a current map. In the same way, content creation goes much faster when your internal team and/or contracted resources have clear, documented messaging direction. Best of all, you aren’t sacrificing audience impact for speed to market.
It often seems unthinkable to slow down content generation and digital marketing activities to make time for a Messaging Strategy engagement. But when done correctly, messaging strategy shouldn’t require months of needling and noodling. It does require prioritization and commitment from executive leadership and key marketing and sales stakeholders.
Four to six weeks of concerted focus with an experienced brand strategist is time well-spent. It’s a relatively short but immensely valuable pit stop that eliminates the noise and sets your content creation efforts on the fast track.
Is your content off-key or just plain noise? It’s time to take a short breath to (re)find your brand voice and create messages your audience wants to hear. Talk to us about our Messaging Strategy services.