An effective content marketing strategy is one of your most valuable business assets. Research shows that content marketers with a defined strategy in place drive 7.8 times as much unique traffic as those without.
But how do you know how to write the messaging for an effective campaign? We take a look at some examples of key messages and how you can develop your own to speak to your ideal consumers.
What are key messages?
There are two main types of key messages:
These messages are ‘key’ to your business, because they should be part of absolutely everything you do. Key messages must form the backbone of how people within your organisation answer the phone, communicate in emails, post on social media, greet people in the lobby, respond to complaints, present at conferences and talk to each other in meetings. They aren’t sentences that sit in a content strategy document on a shelf – they’re out there, at the very front of everything your organisation says and does.
TPW’s top tips:
In summary, your key messages should connect with your target audience and motivate them to act. It’s all about creating emotion and demonstrating how you can solve their problem, rather than the nitty-gritty of what you do. Only 66% of B2B marketers think about their audience’s needs, choosing instead to prioritise the sales message – get ahead of the game and put your ideal client first!
Examples of key messages
Core message: Apple’s ‘think different’
Apple’s long-running campaign celebrates “misfits” and people who think outside of the box. It doesn’t tell you what the products do or their technical specifications, but creates a feeling of belonging and desire to break the mould. This core message sells a powerful idea of Apple consumers as ‘people who don’t follow the crowd, people who challenge the status quo.’ Using personalities like John Lennon, Jimmy Hendrix and Amelia Earhart as part of the campaign adds to the allure of being a misfit.
Key message: Yorkshire Tea’s “where everything’s done proper”
This core message is re-purposed for different audiences and pain points. For those interested in sustainability, the message becomes, “makes a proper difference.” For tea-aficionados, there’s a message about “how to make a proper brew.” This is an excellent example of a colloquial, playful tone of voice that’s proud of its regional heritage. The host of famous Yorkshire-bred personalities who’ve taken part in their video adverts also acts as proof and endorsement for both the brand and their social aims.
Struggling to create effective key messages?
If you feel like you can’t see the wood for the trees, invite people in from outside. And we don’t just mean hiring a content specialist (although we’re here if you ever need to talk to us!). You can get a fresh perspective just by inviting colleagues from different parts of your organisation to throw ideas around with you. Key messages are important for the way the whole business runs, so schedule a day where people from across the company get together to create new ideas.