BASE3 For Copywriters
How BASE3 can guide your topic selection and position you to contribute to strategic
Two big challenges digital marketers have are explaining to stakeholders the reasoning behind the work that they do, and identifying the data to support it. This is because there has not been a standardized method for doing so. BASE3 solves both of these.
The BASE3model ™ is represented by a visual chart called “The Periodic Table of Digital Marketing Elements.” The elements on the chart create a structure around the customer’s decision-making process. A channel grid on the chart makes it possible to map out the customer’s journey. Each channel has a data point that can be reported.
By diagraming out a campaign visually, the stakeholders can see how the customer is guided along their journey from discovery to becoming a customer and then an advocate for the brand. It is also then possible to understand what systems and technology need to be in place to support that journey and which data points to watch.
Upcoming Lecture Series
In this lecture series for Marketing Professionals we will cover:
- How to map out and present a customer journey to stakeholders,
- Which data points to watch and how to present them, and
- How to collaborate with your technical partners.
How BASE3 Benefits Copywriters and Content Creators
A copywriter can greatly benefit from using the BASE3 model because it provides a structured framework for creating strategic content that guides the customer journey. Here’s how it can help:
1. Strategic Viewpoint
- Benefit: The BASE3 model gives visibility into the business, audience, strategy, and execution. For a copywriter, this ensures that you are able to see how your work fits into the larger picture. You will be able to create content that aligns with the client’s overarching goals and brand strategy.
- Example: Instead of just writing catchy taglines, a copywriter can craft messages that resonate with the audience’s specific journey level, leading to better engagement.
2. Customer Journey Focused Approach
- Benefit: By focusing on the customer journey (as outlined in BASE3), a copywriter can create content that speaks directly to the needs, preferences, and emotions of the target demographic as they move through their decision-making process.
- Example: Copy for an ad that is shown to new people will be different than an ad shown to people who have already visited the website.
3. Production Ease
- Benefit: The model provides a big-picture overview of campaigns so that it is possible to easily collaborate with your team members on their role and deliverables, and how yours fits in to the production plan.
- Example: You will have a common production reference point for each of your copywriting pieces which will enable you to .
4. Enhanced Collaboration
- Benefit: By using a common framework, copywriters can collaborate more effectively with designers, marketers, and strategists, ensuring unified messaging across all touchpoints.
- Example: A copywriter working with a design team can ensure the text complements visuals for a cohesive campaign.
5. Results-Driven Focus
- Benefit: BASE3’s data-driven approach helps copywriters evaluate the impact of their work and refine it for better results.
- Example: Analyzing click-through rates on ad copy can guide adjustments to improve performance.
6. Competitive Edge
- Benefit: By adopting a proven framework like BASE3, copywriters can position themselves as strategic partners rather than just content creators, enhancing their value to clients.
- Example: Instead of only writing SEO content, a copywriter could offer insights on how to integrate it with a broader content strategy for higher ROI.
In summary, the BASE3 model equips copywriters with the tools and insights needed to craft high-impact, audience-focused, and strategy-aligned content that drives measurable results.
How to use the chart for documentation and for collaborating with your team.
Use In Documentation
By sharing the visual diagram of a campaign with your team members, they will understand how their creative, writing, or technical work fits into the larger campaign.
The Communication Channels are numbered so that each can be added to your documentation.
Each channel will have a set of production tasks that are needed for completion.
As you begin to use the chart frequently, you will find that you use some of the same channels often in campaigns, and you can create templates for the to-do lists.
Below is a simplified example of to-do items for Channel 10, which is blog articles for customers in the early awareness level of their journey.
