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What are the top 3 things you watch out for when you create your content / messaging plan?

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4 Answers
Messaging Frameworks
  1. Jiong Liu
    Jiong Liu

    Wiz VP of Product Marketing • 4y

    The 3 most critical components of messaging IMO are target audience, hard-hitting & differentiated value props and customer/field validation. Target audience - I can't understate the importance of understanding your target audience. This includes getting deep into who is your economic buyer, your champion and key stakeholders across the organization. For the product area I oversee (Customer Identity), we actually see 2 major buying centers (IT/Security and Digital/product development) and a ...Read More

    6,133 Views
  2. Sophia (Fox) Le
    Sophia (Fox) Le

    Glassdoor Director, Product Marketing • 5y

    Market & Competitive Insights - What do we know about our target market? What do we know about the competition? What do we know about our prospective customers' pain points? What don't we know about all of the above? Once research is conducted, is it enough to get started?  Business Goal & Target Customer - What does success look like for the business? What is the primary objective - new customer acquisition, current customer adoption or retention? Who is the target audience? The more sp ...Read More

    893 Views
  3. Malli Vangala
    Malli Vangala

    Circana Chief Strategy Officer | Formerly Microsoft, SAP, McKinsey • 4y

    1. Inward focus vs. customer centricity
    2. Marketing jargon vs. simplicity
    3. silo-ed message vs. integrated messaging across our portfolio

    Very often - it's easy to get caught up in our internal org dynamics and excitement about a product while creating the messaging around it. We have to periodically step back and make sure the messaging makes sense to someone who is not as familiar with the product or our broad portfolio of solutions

    649 Views
  4. Becky Trevino
    Becky Trevino

    Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y

    I look for the following when created new content/messaging:

    1. Purpose: Why am I creating this? (e.g. Was this an ask from Sales? | Did I determine this was a need in the buyers journery?)

    2. Audience: Who do I want to read this new piece of content/who needs this message? (e.g. Do I want to educate my audience on a topic? | Or is my goal to persuade a buyer?)

    3. Distribution: How will this content/message be disributed? (e.g. Is this a social post? A white paper? etc.)

    412 Views

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