A Guide to Major Content Themes to leverage in digital advertising


An example of this theme would be product videos, which can be a video showcasing features of the wigs. It is mainly a demonstration of what the product can do.

A real-life example is much more powerful and convincing because you’re actually giving proof of the performance of the product. Below are some examples-

  1. Here’s a link for a description video for a SaaS product.
  2. Here’s a link for a makeup tutorial, these kinds of videos also come under the category of product description videos.

Personal Story/Philosophy

Stories and philosophies are what people relate to and connect with, the most. They help in making the interaction with the brand more human and help in enhancing the corresponding connection.

This requires the brand owner to create any form of content, preferably video, to talk about how they came into the respective industry, how the journey has been so far and what they are looking forward to (Personal Story). Also, what do they really believe in, when it comes to protecting their client's interests, and what measures they are taking to safeguard them (Personal Philosophy)?

If you haven’t really nailed down your personal story/ philosophy, the following questions can give a good starting point -

  1. What brought you into your business/ industry?
  2. What were the key turning points along the journey?
  3. What made you make those decisions?
  4. Where are you right now?
  5. Where are you going?
  6. Why is reaching your destination important to you?
  7. How are your clients’ interests compromised in the hands of your competitors currently?
  8. What are you willing to do to safeguard their interests?
  9. What have you already done?
  10. What initiatives are you taking?


First of all, you need to develop a holistic understanding of what pain points or problems your customers are struggling with that you effectively solve. (This is where your effort in the case of Customer-Persona can come in handy).

What the overall implications are, of them struggling with that specific problem in the respective area of life it lies in? And finally, how does underperforming in that area affect their quality of life?

As an example, a businessman who is less emotionally regulated with his employees breeds mistrust and creates a low-trust culture. As a result, people don’t listen to him that effectively and find out ways to cut corners every now and then. This leads to poor customer service and ultimately low business performance.

Any problem in the life of your customer has a percolative effect. It can have a massive impact unless it is properly addressed and solved immediately. You need to take the proactive effort to really understand how toxifying the problem can be in their life and develop ways to communicate that effectively to them so that they become more emotionally connected to the problem and ways to figure out solutions. It really is about enhancing and enriching the lives of your customers by proactively devising solutions for problems that may be important to them but aren’t aware of their presence or their impact.

As an exercise, list out answers to the following questions -

  1. What problems are your customers struggling with, in the respective area of your product/ service?
  2. What does not effectively solve that problem lead in that area?
  3. How does their underperformance in that area affect their life overall?
  4. What are some immediate solutions to contain the problem?
  5. What are the best solutions to solve the problem effectively?


For this theme, you’ll have to answer the following question:

‘What results/ outcomes does your product/ service help the customers effectively     accomplish?’

Remember that people are not just buying your product/service - they are buying the specific tangible benefits or the impact or the outcome it helps produce in their lives.

💡 Teal Tip: Remember that people are not just buying your product/service - they are buying the specific tangible benefits or the impact or the outcome it helps produce in their lives.

By developing an awareness of how accomplishing the outcome that you are providing will help the customers in their lives, you can become more adroit in communicating what they can gain out of the association they have with you.

As an example, let’s say, in the previous example, the businessman undergoes management training where he identifies gaps in his conduct and realizes that they are stemming from his own weaknesses in the area of emotional development. He starts to practice patiently handling the problems when they emerge and not panicking at their arrival and gives a calm-headed approach towards them. All of a sudden, he becomes more able to handle the intricacies of daily business life and how navigate them with ease.

In this case, the management training produced the outcome of the businessman becoming more self-aware and aware of his own weaknesses. They may have given 2-3 solutions to immediately ramp up his performance in this area so that he becomes more proactive rather than reactive in the corresponding situations. His better performance in that area ultimately leads to better business performance for him and a better eventual quality of life.

Answer the following questions to understand the impact of your product/ service -

  1. What key outcome does your product/ service help accomplish in the respective area?
  2. How do you produce that outcome for them, help them?
  3. How can you add more value to them in that area by identifying outcomes they may miss executing?
  4. How does handling that area effectively lead to a better quality of life for them?

Questions / FAQs /Anxieties

There might be certain unanswered questions that a prospective customer might have before making the final commitment to purchase. It is incumbent on you to address them properly in order to build up the confidence necessary to make the final decision.

During the creation of content, certain areas that need to be addressed within this theme are -

  1. The credibility of the brand
  2. Proof of performance of the product
  3. Side-effects, if any of the product
  4. Certain caveats of your claims may make them fearful of making the decision

This is needed so that the customer gets a positive affirmation that they are taking the right decision by purchasing the product/service you are providing. If this is not done the customer may give in to the fear of spending their hard-earned money and choose not to buy the product/service.


Creating hubs of content is an effective technique for increasing internet exposure and topical authority. A hub is a content structure built around a single subject that is important to a company and its target audience. There are a number of more specific subtopics contained inside this framework, and purchase recommendations, how-to articles, and other supporting content are all cleverly linked out.

For this theme, you’ll have to answer the following questions-

  1. How is your brand a distinguished authority in its space?
  2. What key distinguished advantages/strengths that you have that make your brand more favorable for your customers?
  3. Why is your advice to your customers valuable/useful/authoritative?
  4. What is it that you do that nobody else does in your space that makes your brand even more valuable?

Your answers to these questions can set the stage for an authoritative positioning in the minds of the customers that can be useful when it comes time for them to make a decision.

These subtopics may be referred to as "pillars," and the pages that link to them are referred to as "clusters." Whatever you choose to label these components, the general goal is to increase a brand's topical authority through high-quality content that attracts visitors and encourages some of them to convert. You can also create a coherent, valuable resource, and convey this authority amongst linked pages to increase the number of backlinks.


A testimonial helps in developing credibility via social proof.  You need to have at least 4-5 testimonials for each of your products/services and place them on your landing/product pages. Certain ways to collect testimonials from your customers/clients are as follows:

  1. If you are in regular contact with the customer/client, you can ask them to send a testimonial on a personal basis via email.
  2. It always helps to get the testimonial manufactured in a defined way by asking a specific set of questions in a format - the form can then be sent via email or can be set up on your website. You can refer to the following link to find out which key questions to ask for a testimonial. Asking a lot of questions may require a heavy commitment on the part of the customer. You can prioritize and ask a few key ones.
  3. Incentivizing the customer with gifts/vouchers/discounts helps in generating testimonials.


The best way to represent a process/method would be in a pictorial manner as it is easier to understand than when the process/method is in text. Make sure that you try to eradicate the repetitive and menial tasks as much as possible while creating content for this theme, and streamline the content to the fullest extent.

Here also you will have to ask yourself a few questions-

  1. What process/method drives your product/service?
  2. What makes it unique?
  3. How easy/favorable is it to use your product/service?
  4. Is it driven by proprietary technology? Mention it in your marketing.


You can also mention the big benefit/promise precisely and clearly in the headline.

Hooks are specific attention-grabbers that can help you to hold your audience and get them to explore your message. Certain proven ways to hook your audience are as follows:

  • Give a compelling offer/ sale/ giveaway.
  • Describe anything that is new or newsworthy about your product. Eg - A remarkable change in the area of neuropsychology.

Let’s take ClickUp (a project management tool) as an example, the headlines showcasing the benefits of ClickUp could be-

  1. Now you can save at least 10% of your productive time with ClickUp.
  2. Stay on top of ALL your projects with ClickUp.
  3. ClickUp enables seamless team coordination thereby driving smooth project management in a large team.
  4. Don’t miss a single task in your projects with ClickUp.


A Unique Selling Proposition is an answer to the question:

What is it that your company provides to the customer that the rest of the marketplace doesn’t?’

Other questions that can help you answer this question are as follows:

  1. What particular benefits does your business offer to the customer rather than anybody else?
  2. What wants/needs do your customers get fulfilled by coming to you rather than going anywhere else?
  3. What are your strengths? How does that help your customer?
  4. What are your competitors’ weaknesses? How is that an opportunity for you to help your customer in a better way?

You need to get answers to these questions and then weave them into a 1-2 liner that helps transfer the key benefit/advantage of doing business with you in the minds of your customers.


Here are a few examples -

FedEx: “When it absolutely, positively has to be there overnight.”

M&Ms: “The milk chocolate melts in your mouth, not in your hand.”

Dominos: “You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.”

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