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.

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