Great content starts with strong messaging

Creating great content starts with strong messaging based on a solid understanding of your target audience. Developing strong messaging is critical, yet often a difficult and underrated task. Fortunately, many resources exist to help you do this right.

If you need to develop or update messaging for your organization, here's a Must-Have Core Messaging Framework, explaining key points and best practices:

• Think of positioning as the intersection of three things: Customer need, white space, and your unique capabilities. What a great way to differentiate your unique value proposition! And if you need help, here's how to identify your whitespace.

• Know your customer before you ever get started on messaging. The more specific your personas, the stronger your messaging. Don't assume everyone knows your target audience.

• Be plainspoken and don't use quarter words when nickel words will do. We always make this mistake, so watch for it!

• When it comes to product-and feature-level messaging, discipline is your friend. A simple template can help to capture this content with ease.

• Consistency and the concept of MECE (mutually exclusive, collectively exhaustive) are paramount in messaging. This makes your messaging easy to understand, memorize and repeat.

Building a solid and consistent messaging document is not only possible, it’s a must for your organization’s success. To help with this effort, Claro Marketing is sharing our tried and true messaging template, so let me know if you’d like a copy, and I’ll send it your way. If you already have messaging but it needs a boost, we can help with that too!