Welcome back to the Young Folks Digital DIY content marketing challenge. Yesterday, I walked you through the importance of defining your audience and also mapping out their pain points, pleasure points, aspirations and challenges. We worked through what a simple customer journey to purchase looks like and the importance of getting the exact right message in front of the exact right audience at the exact right time.
By now, you should have a neat little working document in place that covers off:
- Who we are (about us)
- What we do (thing you sell)
- Why we do it (your purpose, your why)
- Who we serve (your audience)
- Your goals and objectives (should stack up to purpose)
- The customer journey to purchase
- Audience pain points and pleasure points
- Audience aspirations and challenges
We’re now on Day 3 of the challenge (in case you missed it, you can catch Day 1 here and Day 2 here. Today, we’re covering all things messaging. We’re going to be turning all those things we’ve learned about our customers into key messages and compelling content marketing marketing.
Okay, let’s get stuck in to lesson three: getting the message right.
Here is lesson three in video format. Annnd, for those that prefer to read, I’ve recapped the lesson below.
Good writers are always generous to the reader.
Truth bomb: it’s easy to get swept up in fancy words or long-winded sentences or gnarly grammar kicks. But the thing is? The best writers put their egos aside and are all about the reader. As empathy legend Brené Brown says: Clear is kind.
What does this mean for brands? Well, put simply, it’s all about the audience.
Yup. That’s why we’ve spent so much time deep diving into audience.
Mapping messages to the customer journey.
So once you’re clear on the customer journey annnnnd the pain points, the next step is to start mapping messages to the customer journey (messages that align with those pain points et al).
This might look a little something like:
- Awareness → Never heard of the brand before
- Consideration → Aware of brand and including as part of the consideration set when deciding to make a purchase
- Purchase → Ready to buy something and comparing options — the ZMOT
- Loyalty → Now a customer that needs to be nurtured in order to develop loyalty
And in terms of how we might handle this in a content marketing scenario:
- Awareness → Blog that answers the question they’ve Google searched
- Consideration → A product demonstration video that includes real customers
- Purchase → Instagram post that delivers value and provides a solution
- Loyalty → A post-purchase email with clear instructions on how to return if required.
Mapping messages to marketing channels
The first step is getting the message right for the audience and stage of the customer journey, but it’s also important to ensure the content works in the context of the marketing channel.
This is crucial for content marketing, as you’re going to want to tailor the message to the audience and the medium. So make sure you think about how your customer spends their day and what media and content they consume:
- Do they listen to the radio on the commute to work?
- Or, do they listen to podcasts?
- Do they read magazines?
- Do they use Pinterest?
- Do they prefer Instagram Stories or Feeds or IGTV?
- Do they read emails?
- Do they read the newspaper?
- Do they read blogs?
Key messages and compelling content.
Once you’re clear on the customer journey, the next step is to map out your key messages. Key messages should relate back to your customer pain points, pleasure points, challenges and aspirations. What makes them compelling is (of course the copywriting) and how they fit in with the customer journey.
Okay, homework time.
Refine your marketing messages to match your customer personas:
- Map out your customer journey
- Write down what messages and content types might be relevant at each stage of the journey
- See what resources you have available
- Make a list of what content you need to create
Don’t forget, if you want to ask a question or connect with other people doing this challenge, jump over to our Instagram and find the #YFDChallenge post. We’ve even made a Stories template for you in case you’d like to share with us — grab it in the #YFDChallenge highlights on Instagram.