Whether you create a PPC ad on a social media platform or you’re creating a Facebook post or even a lengthier blog post, it’s important to create a content marketing framework that works well for your business.

Creating content for your business should be a lot like telling a story. There are various ways to tell a story. However, any great story always has three elements:

  • The Villain (the element causing your customer’s pain)
  • The Victim (your customer)
  • The Hero (your product or service)

Before reading on, identify these three elements in your organization. Here’s an example of the three elements in Coastline Marketing Group’s story:

  • The Villian (Time, our clients don’t have the time to learn and understand how to build a website, or do their own digital marketing)
  • The Victim (Business Owners)
  • The Hero (We help our clients save time by marketing their business so they can enjoy running their business)

Consider what makes a great story. Everyone connects with the victim. The villain wreaks havoc on the victim’s life and then the hero swoops in to save the person.

A villain doesn’t necessarily need to be a masked man, either. There are all sorts of villains. Your customers deal with villains on a regular basis. You should focus on one villain and how they create chaos. Consider internal and external “villains.”

Ways the Villain Can Create Chaos

How is the villain going to create chaos in your client’s world? First, you have to establish who the villain is. This can be an internal or external force, based on the products and services that you offer. If you’re a tax preparer, then maybe your villain is the IRS. If you’re a cleaning company, the villain could be time or dirt. If you’re a restaurant, your villain could be a bad cook or even the competition. Your villain could be the competition, especially if you feel that you have a unique product that is completely different than what the competitors in your marketplace offer.

Consider all of the ways that a villain could create chaos. These will be used in the storylines that you create for purposes of content marketing.

Problems the Victim Suffers

How is your victim (your client) suffering? Are they dealing with the constant demands of the villain? Are they unable to get other work done because of the villain? You need to dig deep and find out some of the symptoms or consequences being suffered by the victim as a result of the villain.

These problems will be a main part of the “plot” within your content marketing. It is what will help customers/clients to identify with the messages and understand that they have a villain in their lives and that they, too, are a victim. It will prepare them for how you will swoop in and be the hero for them.

How the Hero Can Help

Everyone is in need of some rescuing from time to time. Be sure you identify the product or service that you offer as the hero as opposed to your company name. Be specific so that consumers know exactly how you’re able to help them.

The hero should be able to help in all sorts of different ways. Maybe it’s because of the features or benefits your product offers. Maybe it’s because of how time-saving your service is. Whatever it might be, use these ways as part of the stories you create for content and ad campaigns.

3 Steps To Create Your Framework

Your framework is going to be different than that of your competitors based on who you name as the villain as well as how the hero is going to help the victim.

You need to establish a few lists that will help you create every piece of content that you create in the future:

  1.  List 5 or more ways the villain creates chaos
  2.  List 5 or more ways the victim suffers as a result of the villain
  3.  List 5 or more ways the hero can help the victim

You’ve just created the framework for your content marketing strategy. You don’t ever want to deviate from the content that is in the lists, either. Your characters should remain the same at all times. Make sure that your content marketing team has a copy of this list. Instruct them to draw all inspiration directly from this list. In doing so, you will never deviate from your company’s story.

When you have a consistent content marketing framework in place, you will find it’s easier to create content. Further, you can be sure to harness your brand more effectively because of having lists that stay the same. When your story says the same, your brand does too.

Need help creating a story for your brand? Shoot us a quick email here and tell us a little about your business.