In his session at Content Marketing World this week, Robert Rose (@robert_rose) noted that marketers aren’t in the business of creating content – they’re in the business of creating belief.
Our audiences, he noted, want to believe the best of the best. Rose shared the quote (paraphrased) from the Street Car Named Desire character Blanche DeBois: “I want magic. I tell what ought to be the truth.” It is our jobs as marketers to move into that realm of belief.
In order to create belief, it’s useful to keep the four archetypes of content creation in mind, as well as their corresponding roles in the communications cycle.
- Promoter – Focus on audience needs and wants.
- Preacher – Focus on discovery and answers.
- Professor – Focus on interest and passion.
- Poet – Focus on feelings and beliefs.
The most successful campaigns mix the archetypes, enabling the brand to not just grab attention, but to keep it as well. The content we create needs to perform different functions, from generating broad awareness to cultivating interest, then to inspiring action and finally encouraging evangelism. In many cases, brands develop voices that take the form of one or two archetypes, ignoring the others, creating gaps in the content that doesn’t support the complete buying journey. Assessing one’s own content objectively, using the four archtypes as a framework for doing so, is a great way to find the weak spots in the content strategy while also providing a guide for their repair.
Author Michael Isopi is a senior member of PR Newswire’s account management team. Based in Detroit, he specializes in the automotive marketplace.