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 Awareness?

Sales Referrals?

Want More…

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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 verbal communication that is created with a purpose.

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Content FoundationFoundations are Important

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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

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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

Jester Lover

Magician Rebel Sage

Sovereign

Suggested Reading: Archetypes in Branding by Margaret Hartwell and Joshua Chen

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 appropriate.

Suggested Reading: VoiceAndTone.com by MailChimp

Enjoyed This? Stay in Touch!

Culture of Content: How to Win in Business Through Prose, People,

and Process !

by Andrea Goulet Ford !

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