Since 2010 investment in content marketing has increased year on year, with nine in 10 organisations marketing with content. Consequently, this has resulted in audiences being bombarded by a lot of similar content from brands, (think lifestyle content). For brands to be able to cut through and capture an audience’s attention, the content needs to stand for something.

Getting your content proposition right

The sure fire way for brands to create regular and valuable content for its target audience is to define a content proposition. The content proposition is a statement that clearly outlines what you are trying to accomplish with content. It helps to guide and creates a focus for your editorial strategy. As well as ensuring you are creating content relevant to your audience themes and goals, it also cements expectations for other agencies, writers, and audiences.

The stronger the content proposition, the more chance of increasing engagement and conversions with your target audience. Not only does the content proposition help to define what content to create, but sometimes even more importantly, what content not to create.

A solid content proposition therefore needs to answer 3 things:

  • Who is your core target audience?
  • What will be delivered to the audience?
  • What is the desired outcome for the audience?


As an agency we typically approach the development of content propositions via workshops which comprise of two main stages.

Identify your audience

The first stage is to look at the target audience in more depth using personas. Here we couple psychographic data with demographic data to ensure that we create a reliable and realistic representation of the target audience. We then map out the audience personas journey with content using content journey mapping. This enables us to tell the story of customer’s journey with content from awareness through to loyalty and advocacy.

Creating your audience persona

Once we have this detail we can then take that target audience persona through the second stage. This stage is formed of three steps:

Step 1 – identify customer benefits. Here we list all of the benefits your brand/product will offer your customers and why your target audience buys from you.

Step 2 – link benefits to value offering – identify what value your products/brand bring to the customer, what are the proof points?

Step 3 – differentiate and create the proposition – here we make it clear who your target customer is, what you offer them and what is different.

We then draft the content proposition which is shared amongst the workshop stakeholders for feedback and review before the final proposition is delivered.

What good looks like

An example of a solid content proposition is from P&G for their branded destination site:

“Whether it’s a delicious recipe, an inspiring decor idea or a refreshing approach to organizing, we strive to help you [Moms] create a home that’s truly your own. Everything we do here is designed to empower and inspire you to make your home even better, and most importantly, a place you love to be.”

As you can see from this proposition the target audience is clearly defined (albeit very broad) as Mums. We can see that they know Mums are searching for inspiration and ideas to help organise and create a unique home for their family. Therefore every piece of content that P&G places on its destination site should inspire and empower mums to create the best home for family.

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