Identify key messages
Once you’ve decided on your idea, begin identifying key messages. For example, if you’ve decided to create a product review, ask yourself the following questions:
- What is the product’s purpose?
- What do I know about the brand?
- Who is this product for?
- What did I like about the product?
- What didn’t I like about it?
- Would I recommend this product and to who?
- Was the product worth the price?
- What was interesting or unique about this product?
- What else will my audience want to know about this product?
Write down your answers to all of these questions. Your answers are where your key messages come from. If you ask yourself, “What is interesting or unique about this product?” your answer could be:
“This product helps with a chore I encounter in my everyday life. It does so in a way that makes this chore a delightful experience and I now look forward to doing it.”
This is just a single key message you could use to headline your content, or use it on a platform you think would be extra receptive to it. Depending on the length of the content you are creating around this key message, you can expand on this message with more details. Such as how the product looks, how it made you feel when you used it, and what other uses it may have. The more thorough you are, the more information you have to generate into content that you can use across your platforms.
Another example; if you’ve decided to create a how-to tutorial:
- What is the result of the tutorial?
- What are the benefits of following this tutorial?
- Why am I teaching this to my audience?
- What supplies are needed to complete the tutorial?
- How much time will it take?
- What are the steps?
- What steps were easy?
- What steps were hard?
- Is there anything else my audience would want to know?
Say your answer to “Why am I teaching this to my audience?” is:
“This how-to tutorial is about a service I pay a lot of money for. It’s known to be difficult and time consuming. But I found a way to do it cheaper, easier and faster. I think my audience has a high interest in this and would want to learn about it!”
You can expand on this answer further with details about the service. Maybe you have a personal story you can share about a past experience.