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How to Create a 

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

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How to Build a Culture of Content in Your Business

  1. 1. How to Create a 
 Culture of Content in Your Business Andrea Goulet Ford Founder, BrandVox™ @andreagoulet #cultureofcontent
  2. 2. Loyal Customers? Engaged Employees? Sales Conversions? Happy Investors? Word of Mouth Marketing? Effective Teams? Brand Awareness? Sales Referrals? Want More… @andreagoulet #cultureofcontent
  3. 3. It starts when you build a Culture of Content. @andreagoulet #cultureofcontent
  4. 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. 5. Content Foundation Foundations are Important @andreagoulet #cultureofcontent
  6. 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. 7. Step 1: Mission Statements Write your rallying cry!
  8. 8. Step 2: Vision Statements Describe what the world looks like once your mission is achieved.
  9. 9. Step 3: Core Values Define your rules of engagement.
  10. 10. Step 4: Personality Traits What makes you different?
  11. 11. Step 5: Audience Segmentation Define your broad groups.
  12. 12. Step 6: Audience Characteristics What makes them quirky?
  13. 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. 14. Step 8: Personas Create a paragraph description.
  15. 15. Step 9: Ideal Customer Pick a real life, living, breathing, alive human being to represent each segment.
  16. 16. Step 10: Product Features List all the data, specs, and descriptions you can think of.
  17. 17. Step 11: Benefits For every feature, answer this question: ! “Why does this matter to my ideal customer?”
  18. 18. Step 12: Pitch Write a 15-30 second speech that generates intrigue.
  19. 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. 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
  • JavierSanchez291

    Nov. 26, 2017

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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