Content Packages (What To Include)

What can you include in your con­tent packages?

Boost your organ­isa­tion’s digit­al pub­lic rela­tions with pur­pose­ful con­tent pack­ages. Uncover essen­tial ele­ments to include for a win­ning con­tent strategy.

Here we go:

Content Packages (What To Include)

When estab­lish­ing con­tent themes, it’s best prac­tice to pro­duce con­tent pack­ages for each theme (to build con­tent sky­scrapers).

You should strive to pro­duce vari­ous types of top­ic-spe­cif­ic con­tent that will:

A pack­age could con­tain the fol­low­ing types of top­ic-spe­cif­ic content:

Learn more: Content Packages (What To Include)

The Core Message

A core mes­sage is the found­a­tion­al concept for all mar­ket­ing and com­mu­nic­a­tion strategies. 

Unlike a slo­gan, which can be seen as a catchy, often super­fi­cial tagline, the core mes­sage is a deep­er, con­sist­ent nar­rat­ive that con­veys a brand’s fun­da­ment­al val­ues and promises.

Core mes­sage = the fun­da­ment­al idea or prom­ise that a brand con­sist­ently com­mu­nic­ates across all plat­forms, defin­ing its val­ues and what it stands for in every inter­ac­tion with its audi­ence. ¹Silfwer, J. (2024, May 2). The Core Message. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​c​o​r​e​-​m​e​s​s​a​ge/

Slogan = a catchy phrase or series of words used in mar­ket­ing and advert­ising to quickly cap­ture atten­tion and accur­ately encap­su­late a brand’s appeal or mission.

Together, the core mes­sage and the slo­gan ensure all com­mu­nic­a­tions and mar­ket­ing activ­it­ies are aligned, rein­for­cing the brand’s iden­tity and mis­sion across all platforms.

Please note: Seen as a prom­ise, the core mes­sage must reflect the organ­isa­tion’s main advant­age over com­pet­ing organ­isa­tions. All mar­ket­ing- and com­mu­nic­a­tion activ­it­ies must rein­force this sen­ti­ment more clearly than any efforts by their competitors.

Core Message Examples

These examples show­case how the core mes­sage com­mu­nic­ates a more pro­found, ongo­ing mis­sion or cus­tom­er prom­ise. In con­trast, the slo­gan is a catchy, imme­di­ate hook that com­ple­ments and enhances the core message.

Red Bull

Apple

McDonald’s

Microsoft

Ikea

Nike

IBM

Spotify

Learn more: The Core Message

Content Themes

It is good prac­tice to struc­ture the con­tent cal­en­dar around con­tent themes (typ­ic­ally four per year, one per quarter) show­cas­ing vary­ing aspects of the organ­isa­tion’s core message.

Using con­tent themes comes with sev­er­al upsides:

For easy plan­ning and boost­ing SEO with con­tent sky­scrapers, I often cre­ate con­tent pack­ages for each theme.

Content Themes Example

Let’s use a fic­ti­tious example of an IT company. 

First, the IT com­pany decide on a core mes­sage for their con­tent strategy:

Core mes­sage: We make IT easy to understand.

Then, the IT com­pany breaks their core mes­sage down into four busi­ness-crit­ic­al con­tent themes:

Q1 con­tent theme: We make people under­stand the Internet of Things (IoT).

Q2 con­tent theme: We make people under­stand busi­ness auto­ma­tion.

Q3 con­tent theme: We make people under­stand cloud com­put­ing.

Q4 con­tent theme: We make people under­stand man­aged ser­vices.

Learn more: The Content Themes PR Strategy

THANKS FOR READING.
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Content Communications

• Content is Not Marketing — It’s Communications
• “For Content!” — The Infamous Influencer Battle Cry
• The AI Content Explosion
• Mediocrity is Slowly Killing Your Corporate Content
• My Content Marketing Experiment (That Failed Miserably)

Content Management

• The Core Message
• Content Themes: The Power of Focus
• Content Packages (And What To Include)
• Content Skyscrapers: Better Inbound and SEO
• Content Surfers and Content Divers
• The Press Release Paradox (to be published)

Content Strategies

• The Superhero Solution: Become the Obvious Answer
• The Deep Content PR Strategy
• Evergreen Content: Forever Is a Long Time
• The Surround Message: Making the Box Smaller
• Level 5 Content: Go Big or Go Home

Learn more: All Free PR Courses

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