Messaging that Creates SEO-ready Copy
Depending on the project and its scope, my messaging platforms take many forms. A one-page outline, a two-page laminated card that is handed out to customer-facing employees to use in their conversations, or a multiple-page document with key messaging with supporting boilerplate copy starting with corporate messaging down to each individual product feature.
The key is that the document needs to be useable and make people’s jobs easier. And in today’s digital world, search engine keywords need to be baked-in, so that they don’t have to be retrofitted after the fact, which dilutes a primary value of messaging: standardization and consistent communications across channels.
There are many kinds of messaging platforms—and as a messaging consultant or employee, I’ve created them all
- Single page of sentences and bullets that drive press releases or product PDFs
- Two pages of every day language for customer-facing employees to use
- Outlines of key messages to carry throughout a marketing campaign or thought leadership initiative
- Dozen or more pages of key messages, boilerplate paragraphs, and supporting bullets to be repurposed in every piece of marketing content
A Collaborative Process that Delivers Cross-functional Buy-in
I develop messaging organically, leveraging the knowledge and experience of key stakeholders in the client company. Many of the components of strong messaging already exist within a company, but they are hiding in the minds of a diverse set of individuals.
Depending on the project, I like to get input from founders, marketing, sales, product management, and engineering. On the surface the perspectives of these people may sound contradictory, but when brought together in a collaborative fashion, they can meld into a compelling and defensible positioning platform.
As your messaging consultant, I ask about competitors, product differentiators, business value, and the keywords target buyers might input into search engines. If possible, I like to talk to a customer or two and find out what they think they bought.
Sometimes I do one-on-one-interviews—virtually or in person—or I lead a workshop with the group. This inclusive process fosters ownership of the final messaging and builds cross-functional buy-in. It can be a quick process to create a product launch platform, or a bigger project for more strategic messaging.
Then if necessary, I do additional SEO keyword research or reverse-engineer competitor messaging from their marketing materials to inform the final platform.