“There Is More To Content Writing, Than Writing Content”

“There Is More To Content Writing, Than Writing Content”

richard-and-name-in-whiteRichard Smith, Launch Advisory Team (LAT) communications expert, says, “Content should be interesting, fresh, and relevant. The truth is, whether writing a traditional journal ad, or a blog, or content in a video, or white paper or advertisement in the paper, good content is created in 3D: Define your customer/target market, Develop your strategy, and Deliver a plan that implements your strategy and measure results”.

The LAT 3D Approach:

Define your customer/target market
Great content is all about understanding who your customer is. Create a customer profile for each targeted customer segment. The profile should define their needs, what it is that they value and their relationship to your company and your competitors.

Develop your strategy
The customer profile is the key to developing your content strategy. Your strategy should focus on that which is most relevant to your targeted customer. Prioritize content to customer segments that are predicted to yield the best return on investment.

Deliver a plan that implements your content strategy and monitors results Documenting your strategy in a clear concise plan is essential for successful implementation. The plan should define the target audience, the message, type of content and a metric that can be used to determine the success of your program. Metrics may include, number of participants in a webinar, click through rates, number of video views, etc. Ultimately, the only metric that really counts is whether or not your content strategy increases sales or not.

Content is created to nurture those relationships that lead customers to perceived value and eventual sales. Great content doesn’t just happen, it is researched, planned and implemented.

Whether you are currently marketing and/or starting a new business, launching a new product or service, the Launch Advisory Team develops content that is carefully crafted based on the 3D approach.

From now through December Get 15% off LAT’s 3D content marketing program.
Call us at 845-544-0780 today.

Richard Smith

Member of the Launch Advisory Team
Formally Founder and President of Imagesmith, INC, a healthcare marketing communications firm and is currently Co-Founder of Virdia LLC, a sales and marketing consulting services firm specializing in the healthcare industry.

Bring Back Ole Ross Perot’s Charts and Graphs… Campaign Slogans, Sound Bites and Graphics

Bring Back Ole Ross Perot’s Charts and Graphs… Campaign Slogans, Sound Bites and Graphics

Many of you may not remember Ross Perot. He was the original Donald Trump, a business man who ran an independent campaign for president back in 1992. Some of his planks included: balancing the federal budget, opposition to gun control, ending the outsourcing of jobs and enacting electronic direct democracy via “electronic town halls”.

Ross PerotWhile I did not vote for Ross, I really admired his candidacy. He used techniques that were so simple, yet so powerful in communicating his message to the American voter. He used graphs and charts to lay out and explain his positions and policies. Voters could grasp data, interpret results, and come to a conclusion. Agree or not, the voter could see for themselves where Ross was coming from and decide whether he was the right candidate for them.

Why is this important? In this 2016 election year, our candidates use of mass and social media is critical in grabbing our imagination on how to “Make America Great Again”, or why we need to “Change America”, but not so good at helping to explain details behind the slogans. On each of the candidate’s websites, I saw pages and pages of words and sound bites, and nary a graph or chart to be found! You would think that in this day and age of great graphic packages that the candidates would use a chart or two to visually communicate and educate voters on the data that drives their programs, and provides metrics for expected results.

Maybe it is time for today’s candidates to take a page from ole Ross Perot and go beyond the sound bite and show us via the power of the well thought out graphic why we should vote for them.

At the Launch Advisory Team, we back up our sound bites and our launch recommendations with solid data, metrics, and a few well thought out graphs and charts of our own. Should we not expect the same from our presidential candidates?


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