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On Message by Theo Theobald

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Chapter Eleven

Gathering content

The idea of developing really incisive content is central to effective messaging. It may even be the essential business skill of the future as our lives get busier and our thirst for relevant information greater. But where do we start?

In Chapter 9 on segmentation we examined the process of gathering customer information, so we should be starting to find out what makes them tick. From here we need to deliver against their stated and unarticulated needs. Clearly, the first part of this is the easiest, but with thought, analysis and common sense we may come to second-guess what they don’t yet know they are looking for.

This chapter throws light on a process which involves understanding what our audience craves, ...

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