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Sep 2016


Has your brand been creating lots of digital content without seeing significant results? Having trouble determining what type of content you should create? Need some quick ways to identify which digital content to focus on versus what not to waste your budget and team’s energy on?

If yes, then our two frameworks will help you develop content that gets results.

Step 1: The Customer-centric Content Framework (inspired by HubSpot)

Understand what kind of content your customers want

You can use this simple but effective framework to get a quick gauge on what type of content your brand should be producing and where you may be over-emphasising/under-investing.

Think of your content along two axes:

  1. X axis: think of the different stages of your consumer / customer purchase journey. Are they in the Pre-Explore, Explore or Buy stage? You can change these purchase points based on your category or line of business.
  2. Y axis: based on where they are in the purchase journey, would a rational or emotional tone get their attention?

Based on these two axes, you can decide whether to produce content geared towards:

Entertainment: During the initial stage in their purchase path when your audience is passively browsing, they may need something short and entertaining to grab their attention and get them excited about your brand.

        Examples: memes, GIFs, quizzes

Information: Once your audience starts actively searching for your products or services, they may need more information to get them thinking about your brand.

        Examples: factoids, infographics, checklists

Advocacy: As your audience moves closer towards making a purchase, they may need to be convinced as to why they should buy your products or services. In this case, real-life examples from existing customers can provide a powerful motivator to purchase.

       Examples: testimonials, case studies, customer reviews

Utility: Now that your audience is ready to make a purchase, they may need a compelling reason to do so in the near future. You can help accelerate their purchase path by offering them something of value.

       Examples: coupons, online tools, configurators

The framework above will give you a quick but powerful way to assess what type of content your brand should be producing. And it will help you assess whether you are over-indexing or under-producing content for a particular part of the purchase journey.

So, in our workshops, we ask businesses to determine which quadrant their content currently occupies. We then help marketers think about how much weightage – in terms of time and money – their teams are devoting to that kind of content. Then, we make them think about the quadrants their brands need to focus more on.

The result: A quick and effective overview of where to allocate the proper amount of time and money to create relevant digital content for your brand/campaign goals.

The next challenge after identifying the type of content is: does it stand out from the other content that the consumer can access? That brings us to our second content framework.

Step 2: The Content UV Index

Understand which content of yours is cutting through the clutter

If the Customer-centric Content Framework is the first filter in deciding what content to produce, the Content UV Index (inspired by the Power/Noise matrix) is the second.

Let’s break down each type of content:

Time drainers: Is your content neither unique nor communicated well? If yes, then it might be a time drainer as your customers have already consumed several pieces just like yours.

Potential assets: Do you have unique content but are not distributing it well? You have a potential asset on your hands, which you just need to leverage better. So either you need to find a way to personalise or customise it to become more relevant; change the format of the content to resonate better; or distribute it on the right platforms.

Battleground: Do you have content that has high communication value but not really unique? If yes, then your content will likely get defeated in the competitive content battleground.

Intimate and personalised content: Is your content really unique with high communication value? Congrats! You’ve hit the content marketing sweet spot with intimate and personalised content.

So, there you have it. Good content is not produced overnight. It needs to have a thought process behind it. With our two frameworks, you’ll be able to guide your teams to produce the right content which is more likely to deliver real value to your target audience. Happy content creation!

Want to create unique content that actually delivers results? Our upcoming SEO & Content Marketing workshop may be just what your brand’s content team needs.

Anupama Hegde
[email protected]

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