Articles in 'Messaging'

The 2020 Election and Message Discipline

The upcoming 2020 election has me thinking about message discipline (yes, that’s the type of thing I think about), and the light it sheds on how companies often fail in their communication efforts. First, a quick definition: Wikipedia defines message discipline as: the concept that politicians and other public policy advocates should talk about what is relevant to achieve their aims, and not allow themselves to be sidetracked either by their own thoughts or the questions of press or audience. There are several points to note about this definition. First, it implies consistency: determine …

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Why You Should Invest in Your PR Team Creating a Messaging Handbook

Your PR team is emailing you. Again. They have a new idea for a trend pitch, but they need some messaging information from you to draft it. Didn’t the UK team do something about this last month? The email thread is long-since buried and you don’t have a messaging handbook to keep track of all of this, so you have to write it all up again. Your Director of Products could help, but you’ve asked them for three comments already this month and they’re getting grumpy. Do you still have …

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4 Benefits Evergreen Content Delivers to Your PR Program

For years, content marketers have touted the importance of including evergreen content in their marketing strategy: Moz has told us the true power of evergreen content, Hubspot and Buffer have given us ideas for creating evergreen content, and Marketo has taught us how to create evergreen content with lasting engagement. It’s not surprising that this topic has found its way into marketing conversations for the last decade. Evergreen content is incredibly helpful due to its usefulness long after the publish date and its ability to transcend the latest “buzz” by …

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Building Better B2B Messaging in 6 Steps

Many B2B companies struggle to develop marketing messages that are clear, concise and compelling – typically because the exercise gets off on the wrong foot. In this post, I’ll break down a classic 6-step B2B messaging framework that can help ensure you start the messaging journey productively. The B2B messaging framework itself is well known and simple, and looks like this: For [target audience] Who [statement of need or opportunity], [Name] is a [category] That [statement of key benefit]. Unlike [primary competitive alternative], [Name] is [statement of primary differentiation]. That’s …

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