Best Practice Report

The Messaging Guide: How To Enable Content Creators

Activate Messaging At Scale By Providing Content And Program Teams With Actionable Direction

June 26th, 2023
John Buten, Principal Analyst
John Buten Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , Barbara Winters , Lisa Gately , Shelby Muschler , Drew Zalucky

Summary

B2B organizations often struggle to activate buyer messaging, resulting in disjointed or misaligned content. To be successful, portfolio marketers must do more than document the messaging and enable content and program teams to act independently. A well-constructed messaging guide provides messaging elements that document the value proposition through the buyer’s journey and messaging guidance that describes why the elements were chosen to best educate and persuade buyers. By providing both copy and direction, portfolio marketers can better enable collaborators to do their best work and develop novel materials that engage the buyer in a consistent story.

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