1 / 16

Culture of Content: Foundational Content Checklist

Brands that want to create a distinct brand voice often have trouble figuring out where their sweet spot is. <br><br>This presentation shows you how to develop a brand voice brimming with personality by aligning your organization, audience, and product. <br><br>If you like this presentation, check out the book by Andrea Goulet Ford scheduled to come out in early 2015. <br><br>www.cultureofcontent.com

andreagoulet
Download Presentation

Culture of Content: Foundational Content Checklist

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. by Andrea Goulet Ford Foundational Content Checklist cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  2. Your brand’s voice becomes clear when you align your organization, audience, and product. Organization Brand Voice ? This is called Foundational Content. Product Audience cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  3. Before you can create compelling copy across your organization, you must spend time building your foundation. Organization Brand Voice ? Product Audience This step-by-step guide will show you how. cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  4. Write your ORGANIZATION content first. Organization ? 1. Mission Statement 2. Vision Statement 3. Core Values Brand Voice Product Audience cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  5. Mission Statement Describes what your business does. Think of it as a rallying cry. Organization ? To save lives by improving lung health and preventing lung disease. - American Lung Association Brand Voice Product Audience cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  6. Vision Statement Describes what the world looks like when your mission has been accomplished. Organization Brand Voice ? A computer on every desk and in every home; all running Microsoft software. - Microsoft’s Original Vision Product Audience cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  7. Core Values 6-10 character traits your organization abides by. Include a short description for context. ? Visit http://about.zappos.com/our- unique-culture/zappos-core-values Organization Brand Voice Product Audience cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  8. Focus on your AUDIENCE content next. 1. Demographics 2. Psychographics 3. Archetypes 4. Personas 5. Ideal Customer Organization Brand Voice Audience Product cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  9. Demographics Character traits you can measure. (age, income, etc.) Organization ? Psychographics Character traits you can’t measure. (lifestyle, beliefs, etc.) ? Brand Voice Audience Product cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  10. Organization Archetypes Storytelling patterns that transcend time, geography, and culture. Brand Voice Audience Product cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  11. Personas Descriptions of demographics, psychographics, and archetypes, written in paragraph form. Organization Brand Voice ? Ideal Customer A real-life person who represents your persona. Audience Product cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  12. Wrap up with your PRODUCT or SERVICE. Organization 1. Features 2. Benefits 3. Value Proposition 4. Elevator Pitch Brand Voice Product Audience cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  13. Features Bulleted list of attributes that make your product or service distinct or useful. Organization ? Benefits Why your features matter to your ideal customer. Brand Voice Product Audience cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  14. Value Proposition One-sentence description of why your ideal customer should use your product or service. Organization Brand Voice ? The fastest way to send money — worldwide. Product Audience -Western Union cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  15. Elevator Pitch Script for starting a conversation about your product or service. Gets to the point quickly. Organization Brand Voice Product Audience cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

  16. Ready to learn more? Get the book. Coming early 2015. cultureofcontent.com © 2014 Andrea Goulet Ford. All Rights Reserved

More Related