Product-led content: How to create & use brand messaging in your content strategy

December 4, 2023
Content Logistics | Content Marketing

Episode Summary

In the latest episode of Content Logistics, host Camille Trent welcomes Qasim Makkani from Adcetera for an insightful conversation on the nuances of marketing and content strategy.

The discussion opens with an exploration of the fundamentals of marketing communication. Camille and Qasim dive into the importance of understanding your audience and the art of translating complex messaging documents into effective market strategies. 

As the episode progresses, Qasim shares his perspective on the challenges and intricacies of branding and messaging in both startup and enterprise environments. He emphasizes the need for a solid positioning foundation, elaborating on how it serves as a starting point for all marketing endeavors. 

The podcast culminates with a focus on the practical aspects of content creation. Camille and Qasim discuss the balance between creativity and constraints in content marketing, exploring how boundaries can foster more focused and effective messaging. 

This episode of Content Logistics offers a deep dive into the strategic thinking behind successful marketing and content creation, providing valuable insights for professionals navigating these complex fields.

Featured Guest

Name: Qasim Makkani
What she does: Director, Brand & Communications
Company: ​​Adcetera
Noteworthy: Qasim Makkani, an expert in brand communication, positioning, messaging, and copywriting.

Featured Guest

Key Insights

The Power of Effective Communication in Marketing

Qasim Makkani emphasizes the critical importance of understanding and effectively communicating with your audience. He discusses how engaging with marketing projects helps in grasping the fundamentals of communication, an essential skill for any content writer or copywriter. He points out that being able to translate complex messaging documents to communicate effectively to the audience is key. This insight highlights the need for marketers to be adept in breaking down complex information into audience-friendly content, ensuring that the core message is conveyed efficiently and clearly.

The Significance of Asking ‘Why’ in Branding and Marketing

A central theme of Makkani’s discussion revolves around the power of inquiry, particularly asking ‘Why’. He advises that understanding the reasoning behind every business decision can reveal deeper insights and align strategies more closely with the brand’s core values. Qasim suggests that by asking questions about the brand before starting any writing or marketing project, one can gain a clearer understanding of the brand’s positioning, messaging, and unique selling propositions. This approach ensures that all marketing efforts are deeply rooted in the brand’s foundational principles.

Simplifying Messaging for Effective Brand Positioning

The conversation with Qasim also dives into the concept of simplifying messaging for better brand positioning. He highlights the importance of creating a concise yet comprehensive brand message, particularly for startups with limited resources. Qasim suggests starting with the basics: positioning, an elevator pitch, and a value proposition. He stresses the ease of paring down a broad concept into a succinct message compared to expanding a limited one. This insight is crucial for startups and small businesses, as it provides a framework for developing clear and impactful brand messaging without overwhelming resources.

Episode Highlights

Challenges of Messaging by Committee

Qasim Makkani discusses the difficulties faced when messaging is created by a committee. He explains that group efforts in messaging often fail to hit the mark due to conflicting ideas and lack of clear direction. Qasim emphasizes the importance of having a singular voice or entity synthesizing various inputs into cohesive messaging. This process ensures that the brand’s voice remains consistent and clear, despite the diverse opinions within a company.

“Group effort messaging rarely hits the mark, so to speak, uh, when it’s done by committee. […] Instead of a defined recipe, it’s putting in every ingredient, and then some poor soul has to try and turn that into, you know, real language that someone will want to read.”

The Importance of Foundation in Messaging

In this segment, Qasim highlights the importance of having a solid foundation in messaging. He points out how a lack of clear, foundational messaging leads to guesswork and inefficiencies in the content creation process. By establishing a strong base, companies can avoid constant revisions and misalignments, saving time and resources in the long run. This foundational approach streamlines communication and ensures consistency across various platforms.

“That time spent early on can save you a whole lot of time down the line because it’s basically like laying a foundation so you don’t have to keep building and building each time.”

Consistency in Company Messaging

Qasim emphasizes the significance of consistency in company messaging. He proposes a test to determine if a company’s messaging is effective: checking if all employees can accurately and uniformly answer basic questions about the brand. This consistency is crucial for internal alignment and ensures that the brand’s message is accurately conveyed externally.

“Consistency is everyone being on the same page, singing the same tune. […] If people in your company don’t know what you do, it matters.”

Strategy and Execution in Marketing

The discussion touches on the relationship between strategy and execution in marketing. Qasim and Camille discuss how positioning and messaging act as guidelines for creative teams. They dive into how these elements provide the necessary framework for effective copywriting and content creation, ensuring that the brand’s message is consistently conveyed across various platforms.

“You need the strategy, you need the brief. You need basically the guardrails to operate within and positioning gives you that, messaging gives you that. Those are the guardrails that a brand always has when you start to work with them. “

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