This post explains the steps for creating the right message for the right audience.

How much do you know about your audience? Or their preferred media content channels?

Tone of voice:

Understanding your audience will help you understand how to communicate with them. Think about the tone and style of your communication? Who are you talking to? Make sure you fit the communication style to the audience.

It’s helpful to collect examples of creative content from organisations with similar objectives.

Customer journey:

A customer journey starts with awareness, moves to being a prospective customer and then becoming a customer. Create the right communication for the right message for the right part of the journey:

  1. Awareness (educational, thought leadership, branding);
  2. Prospective customer (information, promotion);
  3. Customer (reinforce value, right choice).


What do you want to tell people? How are you going to get the audience’s attention? Knowing the message is one thing but how you present that message is quite another. Designers take the message and come up with a creative concept to match the audience values.

Creative formats:

Some of the most popular forms of digital communication:

  • Blog posts: 300-700 words;
  • Downloadable PDF guides or fact sheets: Usually 1 sheet, double-sided (quick, easy to digest);
  • Publications and documents: Usually 60-160 pages. These can be recycled into smaller sections or different creative formats;
  • Ebooks: Usually 4-5 pages to 50 pages (good for thought leadership and knowledge transfer);
  • Infographics: easy to understand, highly visual, good for getting attention;
  • Videos:  Usually 20-30 seconds, 1-2 mins maximum;
  • Slideshows: Highly visual with very little text;
  • Simple interactive games and quizzes: lighthearted, good for social channels, events and customer experience (CX);
  • Print: a revival is forecast in 2017, good for brand recognition, value.


Did the creative solution deliver on your objective? Again, keep this focussed. Develop different messages and creative solutions for different aims.

Digital tools such as google analytics will track visitors, search performance and online interaction.