STEP 7. MESSAGING FRAMEWORK
The mission is to create a system that gets content in front of a consumer at just the right moment. But all your work stands or falls on what happens then; success is no accident. It’s the result of delivering content that communicates exactly the right message for that consumer at that moment in time. Helping to set the stage for this is your Messaging Framework.
ORGANIZATIONS HAVE TO STUDY THEIR AUDIENCES TO KNOW EXACTLY WHAT TO SAY, TO GET THEM TO TAKE THE DESIRED ACTION.
Messaging Frameworks are used to understand how to be more persuasive. Just like good sales people learn the most effective pitch and practice it for that magic moment of interaction, so too do organizations have to study their audiences to know exactly what to say, to get them to take the desired action. The CDC, for example, studied African American women’s social interactions and influences in order to figure out how to persuade them to get mammograms earlier. African American women on average get mammograms later than white women and have worse survival rates as a result. So the CDC used the Persuasive Health Message framework, a form of Messaging Framework, to find out what resonated most effectively with their target audience. As a result, today screening in the implementation area is 46% higher.
The Messaging Framework brings together the four messaging components that should shape your content creation. It’s a guide for your creative and marketing teams as they turn your strategies into tactics. Some of this you may have already. Some may be understood, but not well articulated and you still may have some work left to do. Content Strategy can make the difference between content that resonates and content that lands with a thud.
- Brand Messaging - Brand promise, positioning, mission, tagline, and overall voice & tone
- Value Proposition - Product sales pillars, the big idea and evidence that supports claims
- Persona Messaging - Approach for each specific target segment
- Tactical Modifiers - How context or channel modify a message