How to Build a Culture of Content in Your Business
 

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If you want more sales, happier customers, more engaged employees, and better brand awareness, you need to start creating a Culture of Content. It's the first step to creating a brand voice that ...

If you want more sales, happier customers, more engaged employees, and better brand awareness, you need to start creating a Culture of Content. It's the first step to creating a brand voice that stands out in a crowded marketplace.

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How to Build a Culture of Content in Your Business Presentation Transcript

  • 1. How to Create a 
 Culture of Content in Your Business Andrea Goulet Ford Founder, BrandVox™ @andreagoulet #cultureofcontent
  • 2. Loyal Customers? Engaged Employees? Sales Conversions? Happy Investors? Word of Mouth Marketing? Effective Teams? Brand Awareness? Sales Referrals? Want More… @andreagoulet #cultureofcontent
  • 3. It starts when you build a Culture of Content. @andreagoulet #cultureofcontent
  • 4. What is a Culture of Content? Culture: a shared set of beliefs and behaviors. Content: any piece of printed, digital, or verbal communication that is created with a purpose. @andreagoulet #cultureofcontent
  • 5. Content Foundation Foundations are Important @andreagoulet #cultureofcontent
  • 6. Your Content Foundation: Organization Audience Product/Service 1. Mission Statement 2. Vision Statement 3. Core Values 4. Personality Traits 5. Segmentation 6. Characteristics 7. Archetypes 8. Personas 9. Ideal Customer 10. Features 11. Benefits 12. Pitch @andreagoulet #cultureofcontent
  • 7. Step 1: Mission Statements Write your rallying cry!
  • 8. Step 2: Vision Statements Describe what the world looks like once your mission is achieved.
  • 9. Step 3: Core Values Define your rules of engagement.
  • 10. Step 4: Personality Traits What makes you different?
  • 11. Step 5: Audience Segmentation Define your broad groups.
  • 12. Step 6: Audience Characteristics What makes them quirky?
  • 13. Step 7: Archetypes Save time by story-hacking. ! 12 Major Archetypes: Caregiver Citizen Creator Explorer Hero Innocent Jester Lover Magician Rebel Sage Sovereign Suggested Reading: Archetypes in Branding by Margaret Hartwell and Joshua Chen
  • 14. Step 8: Personas Create a paragraph description.
  • 15. Step 9: Ideal Customer Pick a real life, living, breathing, alive human being to represent each segment.
  • 16. Step 10: Product Features List all the data, specs, and descriptions you can think of.
  • 17. Step 11: Benefits For every feature, answer this question: ! “Why does this matter to my ideal customer?”
  • 18. Step 12: Pitch Write a 15-30 second speech that generates intrigue.
  • 19. Define Your Tone Scenarios Voice: who you are. This rarely changes. Tone: your adapted voice that is situationally appropriate. Suggested Reading: VoiceAndTone.com by MailChimp
  • 20. Enjoyed This? Stay in Touch! Culture of Content: How to Win in Business Through Prose, People, and Process ! by Andrea Goulet Ford ! Sign up for updates at cultureofcontent.com Follow along at @Content_Culture