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Foundational Content Checklist
cultureofcontent.com© 2014 Andrea Goulet Ford. All Rights Reserved
by Andrea Goulet Ford
Your brand’s voice becomes clear when you align your organization, audience, and product.
!
This is called Foundational Content.
cultureofcontent.com
Organization
AudienceProduct
Brand Voice
© 2014 Andrea Goulet Ford. All Rights Reserved
Before you can create compelling copy across your organization, you
must spend time building your foundation.
!
This step-by-step guide will show you how.
cultureofcontent.com© 2014 Andrea Goulet Ford. All Rights Reserved
Organization
AudienceProduct
Brand Voice
!
1. Mission Statement 2. Vision Statement 3. Core Values
cultureofcontent.com
Brand Voice
Organization
AudienceProduct
Write your ORGANIZATION content first.
© 2014 Andrea Goulet Ford. All Rights Reserved
cultureofcontent.com
Mission Statement Describes what your business does. Think of it as a rallying cry. !To save lives by improving lung health and preventing lung disease.
- American Lung Association
© 2014 Andrea Goulet Ford. All Rights Reserved
Brand Voice
Organization
AudienceProduct
cultureofcontent.com
Vision Statement Describes what the world looks like when your mission has been accomplished. !A computer on every desk and in every home; all running Microsoft software.
- Microsoft’s Original Vision
© 2014 Andrea Goulet Ford. All Rights Reserved
Brand Voice
Organization
AudienceProduct
cultureofcontent.com
Core Values 6-10 character traits your organization abides by. Include a short description for context. !Visit http://about.zappos.com/our-unique-culture/zappos-core-values
© 2014 Andrea Goulet Ford. All Rights Reserved
Brand Voice
Organization
AudienceProduct
1. Demographics 2. Psychographics 3. Archetypes 4. Personas 5. Ideal Customer
cultureofcontent.com
Brand Voice
Organization
AudienceProduct
Focus on your AUDIENCE content next.
© 2014 Andrea Goulet Ford. All Rights Reserved
cultureofcontent.com
Demographics Character traits you can measure. (age, income, etc.) !
Psychographics Character traits you can’t measure. (lifestyle, beliefs, etc.) !
© 2014 Andrea Goulet Ford. All Rights Reserved
Brand Voice
Organization
AudienceProduct
cultureofcontent.com
Archetypes Storytelling patterns that transcend time, geography, and culture.
© 2014 Andrea Goulet Ford. All Rights Reserved
Brand Voice
Organization
AudienceProduct
cultureofcontent.com
Personas Descriptions of demographics, psychographics, and archetypes, written in paragraph form. !
Ideal Customer A real-life person who represents your persona.
© 2014 Andrea Goulet Ford. All Rights Reserved
Brand Voice
Organization
AudienceProduct
1. Features 2. Benefits 3. Value Proposition 4. Elevator Pitch
cultureofcontent.com
Wrap up with your PRODUCT or SERVICE.
Organization
AudienceProduct
Brand Voice
© 2014 Andrea Goulet Ford. All Rights Reserved
cultureofcontent.com
Features Bulleted list of attributes that make your product or service distinct or useful. !
Benefits Why your features matter to your ideal customer.
© 2014 Andrea Goulet Ford. All Rights Reserved
Organization
AudienceProduct
Brand Voice
cultureofcontent.com
Value Proposition One-sentence description of why your ideal customer should use your product or service. !The fastest way to send money — worldwide.
-Western Union
© 2014 Andrea Goulet Ford. All Rights Reserved
Organization
AudienceProduct
Brand Voice
cultureofcontent.com
Elevator Pitch Script for starting a conversation about your product or service. Gets to the point quickly.
© 2014 Andrea Goulet Ford. All Rights Reserved
Organization
AudienceProduct
Brand Voice
cultureofcontent.com
Ready to learn more? Get the book. Coming early 2015.
© 2014 Andrea Goulet Ford. All Rights Reserved
