Social media marketing? Then you no longer broadcast generic corporate level messaging to faceless mass markets. You always think targeted messaging. Focused on user persona needs. And use the right channel or format. Right?
If you are responsible for developing any sort of web or social content, you may well find this useful. It’s MAM, my own little mental check I’ve been using for years to help keep my eye on the targeted communications ball.
It works for website copy, press releases, blog posts, or even speeches or events. It’s not a linear check. I scoot around it several times, checking and double checking, before publishing any content.
It’s so embedded in my thinking that it’s become my Holy Communications Trinity.
Message: what do you want to say?
Is this the right message for the specific group you are targeting? How does it directly address their needs? Will it trigger engagement or reaction? Does it add value to them? In other words, what’s in it for them?
Audience: who do you want to say it to?
Mass marketing won’t cut it online. Who is your target audience? Think in terms of real people with specific needs: user personas. Give them a face. A story. A family. Friends. Now look at your audience again. Who are you targeting? Do you need to adjust your messaging? Or think a bit more about your target audience?
Medium: what’s the best way to say it?
I use medium as a double for format and channel. Let’s say you are working on a brochure for your senior B2B decision makers. Is this the right format to publish your content in? Would a video work better? What about a presentation? Should you back it up with a blog post? Add a pdf? And what about channels? Publish it on Scribd? Slideshare? Your website? Email in your newsletter? What will work best?
That’s it! I use MAM no matter which communications problem I am tackling. It keeps me on my toes and the content nice and sharp. So what do you think? Let me know if you find it useful. And even more importantly, let me know if you don’t.
Oh by the way, this is my other Holy Communications Trinity.
No related posts.
Pingback: What is content strategy?
Pingback: Copywriting & SEO: 6 tips to help your blog posts get found more
Pingback: Finding the treasure: targeted communications – a personal case study ;-)