Turning a brand’s POV into compelling content

A great Point of View is a statement about your customers’ world, not the company. Text100’s Sheena Cheong shows how to transform that statement into great content.

A great Point of View is a statement about your customers’ world, not the company. Text100’s Sheena Cheong shows how to transform that statement into great content.

When it comes to marketing, having a Point of View is essential because it demonstrates unique insights on the issues and topics in your industry, or a new interpretation of them, particularly when addressing major trends.

My favorite Point of View example is Airbnb’s vision of being more than an accommodation provider, but a creator of communities that bring people together – at the root of it, consumers’ “desire for community” creates a unifying theme across all of Airbnb’s communication assets.

The truth is, if you can’t identify something special to say that is relevant to even a small audience, your content marketing efforts might turn out to be in vain.

My colleague, Julian, has previously covered the principles and definition of a good Point of View. Now, let’s delve straight into how you can turn that point of view into compelling content-driven initiatives.

 

Nail down your point of view

Many companies struggle to identify and sustain content that can drive an effective on-going content campaign. Developing the right Point of View for your content can improve the results gained from content marketing efforts. There are various ways of coming up with a Point of View. To give you an idea, here’s how we at Text100 do it:

  • During workshops or interviews, we speak with management, functional teams, and – most important of all – customers, to give us real proof points and examples that back up the solutions.
  • We understand the impact of the customer problem and why conventional approaches or solutions have failed to work.
  • We gain insights into the minds of other influencers and thought-leaders/competitors so as to not repeat what others are already saying.

 

Turning that point of view into compelling content

With a strong Point of View, you have a framework for broader conversations around topics or data points your brand is passionate about. It helps prioritize the major topics or relevant issues that you should write about or comment on.

A Point of View helps you create consistency and a unifying theme across marketing and communication assets. The presence of a good Point of View can help:

  • Power your bylines and articles with a strong opinion
  • Give your blog posts a personal, confident tone of voice
  • Clearly express your value proposition in customer case studies and videos
  • Craft a methodological approach in how-to style guides
  • Drive your creative and message in infopapers – graphical reports with written analysis

A Point of View can make the difference between content that forces consumers to pay attention and assets that are just skimmed over. At the end of the day, a Point of View helps you shape your most valuable conversations to stand out in the marketplace and place.

To find out how Text100 can put a Point of View into action for your business, drop us a line today. We’d love to hear from you!

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