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Key Messages: The Key to Content Marketing

The sheer volume of content required in today’s digital landscape makes it difficult to keep a consistent message to your key audiences. That’s why key messages are more important today than ever before. But rather than an exhaustive exercise, let’s look at a quick way to create key messaging that will keep your content focused on what matters: your business!

Key Messages: The Key to Content Marketing

Step 1: Talk to your Customers

All marketing begins with customers but instead of intense research, take a month and run a survey using a free survey tool. Promote the survey on your other channels, perhaps including a prize. Ask questions about general demographic information so you can focus on the answers from your target audience. Other questions may include:

  • If you had a magic wand, what ONE problem would you want my company to solve for you?
  • How are you currently solving this ONE problem?
  • What would be the biggest reason you wouldn’t do business with us?

While far from perfect, you’ll learn a lot and can continue with confidence.

Step 2: A positioning statement

I wrote a How-To last month, check it out – How A Good Positioning Statement Will Improve Your Content Marketing.

Step 3: The Key Messages

Write a primary and secondary key message for each of your primary and secondary audiences with proof points for each message. Start with the primary value you’re promising them, using words your audience used from your research.

Be clear, concise and consistently reinforce your positioning statement so upon hearing your key message, your audience understands what you provide and why you’re better than the competition. Here’s an example below using the example I started in last month’s post.

Target Audience: environmentally conscious mothers with children in diapers

Primary Key Message (1 – 2 sentences): Creating a bright future for your children is the most important thing you can do for them. Using Dia Diapers today helps you ensure they have a cleaner tomorrow.

Proof Points (bullets that support the statement above):

  • 100% biodegradable disposable diapers that can eliminate up to 40 tons of waste over the life of a child in diapers
  • Made of 100% recycled materials so requires no new resources to create
  • 10% of Dia Diapers profits are donated to environment nonprofits

Secondary Key Message: You want to be environmentally responsible, but with children in diapers, you just can’t stomach the time and mess of cloth diapers. As biodegradable disposable diapers, you can feel good about using Dia Diapers without getting your hands dirty.

Proof Points:

  • 100% biodegradable disposable diapers that can eliminate up to 40 tons of waste over the life of a child in diapers
  • Used like traditional disposable diapers, so no extra contact with dirty diapers

Use key messages in every piece of content you create. While you may get sick of hearing the same thing, your audience needs to be exposed to a message several times before they really hear it. So stick to your key messages and you won’t have to start from scratch with every piece of content.

Image: Photospin

April Lisonbee

April is a marketing consultant who has been helping small and medium sized companies develop and execute cross-channel marketing strategies for more than five years. April’s work with sales and marketing started with integrating innovating marketing strategies into existing Fortune 500 B2B sales teams’ activities in order to improve revenue. April has since developed a passion for new technology and digital media that has led her to work with startups in building, managing and growing their influence and tie marketing into sales, experiences she writes about on several blogs. With a strong strategic mindset and wide marketing experience, April now helps clients which range from established leaders in manufacturing looking to defend their market share, to e-commerce companies expanding their digital product line.

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