What You Need, Dear Brand, Is a Point of View

How to make better content decisions and start delighting people already

Steve Bryant
Jan 20, 2019 · 7 min read
credit: exileprints

Points of view are quite simple

As for brands? Same same.

But brands can be weirdly bad at this.

A brand always has a POV about itself

A POV is not about you, it’s about the world

How to create your POV

And so, you have to ask yourself some questions

Different goals require different types of content and different methods of producing that content. Every medium has its own operating principle and method for measuring success. A thought leadership blog, for example, operates by creating content that attracts new readers (awareness) and measures success by engagement metrics. Since awareness is the principle, content decisions must support that. IOW, make it as easy as possible for people to become aware.
What does your brand need to accomplish? Easy peasy lemon squeezy.
The most under-served part of any content project. You need to understand what the audience wants and decide how you can help them get it. If you’re doing thought leadership, for example, what the audience wants isn’t your product. What the audience wants is a supposed benefit of your product. They want work to be easier or they want to feel more productive or they want to feel confident in the future. Like that.
Once you understand what the audience wants, you can match topics to those desires and choose the altitude of that topic. For example: If your audience wants to feel more confident in the future of AI, and that audience is comprised of CTOs, then your topic’s altitude will be quite high — you’re not telling them what AI is, you’re explaining how AI is determining the future. You can even attach a benefit to each of these topics — that is, a takeaway that the audience will get. (“Every time we talk about AI to CTOs we’ll stress point A, B, C, etc.”)
Make sure what you want to talk about aligns to what they want to hear. If it doesn’t, you may be speaking to the wrong people, or you’ve chosen the wrong adjacent possible for your business.
To round the POV out, test it against other visions in the market.

Article Group

Article Group is a delightful creative marketing agency

Steve Bryant

Written by

Content Ops and Strategy for brands and agencies // itsmestevebryant.com // now with more newsletter: stevebryant.substack.com

Article Group

Article Group is a delightful creative marketing agency

Steve Bryant

Written by

Content Ops and Strategy for brands and agencies // itsmestevebryant.com // now with more newsletter: stevebryant.substack.com

Article Group

Article Group is a delightful creative marketing agency

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store