How do you keep your product messaging up-to-date across channels?

1 Define your messaging framework

A messaging framework is a document that outlines the key elements of your product messaging, such as your target persona, value proposition, positioning statement, core benefits, proof points, and tone of voice. It serves as a reference and a guide for creating and updating your product messaging across channels. A messaging framework helps you align your team on the same vision, goals, and language for your product, and ensures that your messaging is clear, consistent, and compelling.

2 Audit your existing channels

Before you update your product messaging across channels, you need to audit your existing channels and assess how well they reflect your messaging framework. You can use a spreadsheet or a tool to list all your channels and evaluate them based on criteria such as accuracy, relevance, clarity, consistency, and engagement. You can also collect feedback from your customers, prospects, and stakeholders to identify any gaps, issues, or opportunities for improvement. By auditing your existing channels, you can prioritize which ones need the most attention and update them accordingly.

3 Create a content calendar

A content calendar is a plan that outlines what content you will create, publish, and promote across your channels over a specific period of time. It helps you organize your content creation process, align your content with your product goals and milestones, and ensure that your content is fresh, timely, and relevant. A content calendar also helps you coordinate your content across channels and avoid duplication or inconsistency. You can use a tool or a template to create a content calendar and share it with your team and stakeholders.

4 Test and optimize your messaging

Updating your product messaging across channels is not a one-time activity. You need to continuously test and optimize your messaging to see what works best for your audience and your product. You can use various methods and tools to test your messaging, such as A/B testing, surveys, interviews, analytics, and feedback. You can also monitor the performance of your channels and content using metrics such as traffic, conversions, retention, engagement, and sentiment. By testing and optimizing your messaging, you can improve your product marketing results and deliver more value to your customers.

5 Leverage your advocates

One of the most effective ways to keep your product messaging up-to-date across channels is to leverage your advocates. Advocates are your loyal customers, partners, influencers, or employees who love your product and are willing to spread the word about it. You can engage your advocates by creating a program that rewards them for sharing their stories, reviews, testimonials, referrals, or feedback about your product. You can also feature your advocates on your channels and showcase how they use and benefit from your product. By leveraging your advocates, you can amplify your product messaging and build trust and credibility with your audience.

6 Review and update regularly

Finally, you need to review and update your product messaging across channels regularly to ensure that it stays aligned with your product vision, goals, and market. You can schedule periodic reviews of your messaging framework and your channels to see if they need any adjustments or revisions. You can also keep an eye on the latest trends, insights, and feedback from your industry, competitors, and customers to see if they affect your product messaging. By reviewing and updating your product messaging regularly, you can keep it relevant, engaging, and effective.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?