Lead Generation - Execute Phase
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Task 8:
Task 8:
Messaging is a key part of building excellent customer experience. Gore's purpose and vision leads us to develop products that solve the pain of specific types of customers.
Our customers never buy just a product, they evaluate its value/utility and buy our vision. A content messaging framework is a small set of words – terms, phrases, or statements – arranged hierarchically to convey our messaging priorities and communication goals. It helps all our departments deliver consistent messages in all types of content. In short, it is a structured and consistent representation of the value promises Gore, our products, or our services make to our audience. It should always be audience-specific and should start from the perspective of the problems we are solving for them. The following sections covers the steps needed to create a solid content messaging framework.
Step 1:
Step 1:
Content Strategy Statement
Content Strategy Statement
One smart – and fun – way to craft a core content strategy statement that will serve us well is to involve the team in a 30 minutes fill-in-the-blank activity.
This template includes the four key components of any good content strategy statement:
Business Objective
Content Focus
Target Personas
Persona Needs
*Example of a content strategy statement extracted from Gore Connect 1.5 content strategy proposal
Here’s the content strategy statement used for the Gore Connect 1.5 initiative.
Gather your team and print at least one template per participant. Ask everyone to fill it out. Next, discuss all responses as a group. From there, refine the responses into a single statement. Get the team to agree to the core content strategy statement so we are able to define the right value proposition for our messaging framework.
Step 2:
Step 2:
Craft Value Proposition
Craft Value Proposition
A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.
It’s also the #1 factor that determines whether people will bother reading more about our product or flip the page. If done right, it will be a huge boost to leads generation.
Three key components to remember when crafting an effective value proposition:
Relevance. Explain how our product solves customers’ problems or improves their situation.
Quantified value. Deliver specific benefits.
Differentiation. Tell the ideal customer why they should buy from us and not from the competition.
Our value proposition has to be the first thing visitors see on our lead generation initiatives, but it should also be visible at different channels and touchpoints.
There is no one right way to go about it. But we can get started with the following formula:
Headline. What is the end-benefit you’re offering in one short sentence? It can mention the product and/or customer. Make it an attention grabber.
Sub-headline or a 2–3 sentence paragraph. A specific explanation of what we do/offer, for whom, and why it’s useful.
3 bullet points. List the key benefits or features.
*A template to help us craft better value proposition.
When crafting our value proposition, we don’t need to be unique to the whole world, just in the target customer’s mind. The closing of a sale takes place in a customer’s mind, not out in the marketplace among the competition.
Step 3:
Step 3:
Content Messaging Framework
Content Messaging Framework
Building on the core strategy statement and the value proposition, we need to establish a content messaging framework to translate the campaign value proposition into what we want our audiences to believe about us and why they should believe it, to help us decide what content to produce in support of our strategy and value proposition.
All we need to remember is to break our value proposition into 3 key parts:
First impression: What you want people to feel when they first encounter any piece of your content
Value statement: What you want people to feel after spending a few minutes with any piece of your content because of what they now understand about your company
Proof: How any piece of your content demonstrates that your company provides just what people need
For the Gore Connect 1.5 initiative, the team took the value proposition for LPEV launch and distilled in the following framework to ensure content ideas generated/created on Gore Connect are aligned with the core content strategy statement.
*Example of a content messaging framework extracted from Gore Connect 1.5 content strategy proposal
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