Hooks & Frameworks
When it comes to content creation, the options can feel overwhelming, with countless frameworks and strategies available. The good news? You don’t need them all.
Instead, focus on a select few that resonate with your style and audience. In this article, we'll explore some powerful concepts and frameworks that have proven effective and are easy to implement.
Microsoft found that humans reportedly have an 8-second attention span, and Gen Z attention span and younger generations are increasingly getting shorter.
This is why we need to implement strong hooks into our social media content.
Hooks
Hooks are essential for compelling content, whether written or in video form. They often determine whether your audience stops scrolling or keeps watching. A well-crafted hook grabs attention immediately, making your content stand out. It might be a provocative question, an impressive fact, or a surprising statement that sparks curiosity.
Intrigue drives higher engagement rates such as likes, shares, comments and a stronger connection with your audience. In video production, hooks set the tone and build anticipation, ensuring viewers stay invested from the start.
Now that we've established the importance of a hook, let’s explore how to incorporate it into a broader framework.
Hook. Benefit. Deliver.
This first framework guides your audience through a logical and emotional journey, making your copy more engaging and persuasive. Here's the essence of the framework:
Hook → Grab Attention Reveal → Main Content Benefit → So That… Counter Example → Challenges Belief Consequence → Undesired Outcome What to do → Your Solution Reference → Real Life Example
Let’s dive deeper into each part of the framework to understand it's value:
Hook → Grab Attention
No need to elaborate further—we’ve already covered this!
Reveal → Main Content
After hooking your audience, deliver the main content. This is where you present your core message or key information that addresses the viewer’s needs or problems. Clear and relevant content sets the stage for your audience to understand the value you’re offering.
Benefit → So That…
Here, you highlight the advantages of your solution. Emphasize the positive outcomes and improvements your audience will experience, making it clear why your content matters. Shifting the focus to benefits helps your audience see the value in what you’re offering.
Counter Example → Challenges Belief
To build trust and address potential objections, challenge common misconceptions or doubts. Presenting counter-examples or alternative perspectives demonstrates a deep understanding of your audience’s concerns and reinforces your credibility. This step is crucial for overcoming skepticism and strengthening your case.
Consequence → Undesired Outcome
Highlight the risks of inaction or the negative consequences of not using your solution. This creates urgency and motivates your audience to act by illustrating the potential drawbacks of ignoring the issue.
What to do → Your Solution
Outline the steps your audience should take, providing a clear call to action or solution. This guidance ensures viewers know exactly how to engage with your offering and the benefits they’ll gain from taking action.
Reference → Real Life Example
Finally, include real-life examples or case studies to add credibility and relatability. By showcasing how others have successfully used your solution, you reinforce your claims and build trust. These examples serve as tangible proof of the value you offer.
By leveraging the "Hook. Benefit. Deliver." framework, you craft content that not only captures attention but also drives meaningful engagement. This structured approach ensures that your message is compelling, persuasive, and clear, guiding your audience from intrigue to action. Mastering this framework will enhance the effectiveness of your content and help you achieve your marketing objectives with greater impact.
If you liked that framework, you’ll love the next one: the 1-3-5 method.
1-3-5 Method
The 1-3-5 method is one of the most effective frameworks for maximizing the mileage of your content. Here’s how it works:
1 - Create One Pillar Piece
Start by creating one comprehensive piece of content that goes deep on a topic relevant to your audience. This pillar piece could be:
A detailed blog post or newsletter
An in-depth YouTube video
A course module, like this one
Choose a topic that addresses a significant pain point or question your audience has. For example, in the manufacturing sector, a topic could be, "How to Overcome Delays in Receiving Custom Orders: Strategies for Efficient Order Fulfillment.”
Creating this long-form content will be the hardest part, but as an expert in your field, you’ll have plenty to say. Once completed, the rest of your content production becomes faster and easier, with the bulk of the work already done.
3 - Extract Three Core Ideas From Your Pillar Content
Next, extract three main concepts or tips from your pillar piece. These should be substantial enough to stand alone as valuable content. For instance:
Communicating Effectively with Your Manufacturer
Managing Expectations and Setting Realistic Timelines
Optimizing Your Order Process
5 - Transform Each Core Idea Into Five Micro Pieces
For each of your three core ideas, create five pieces of micro-content. You could use the five content styles we discussed in part two, follow a playbook like Justin’s, or create a combination that works for you.
Here’s the original formula:
Two short written posts: Pull impactful sentences from your content.
One short-form video: Summarize your key point in 60 seconds or less.
One carousel post: Break down your concept into 5-10 slides.
One poll or question post: Make a statement, then ask a question to engage your audience.
Remember, you can tailor this framework to fit the kind of content you prefer to produce and the platforms you’re sharing on. The key is to maximize the value and reach of the content you’re already creating.
And that wraps up our content planning and creation series! We hope this often daunting process now feels a bit clearer and less intimidating.
Next up: Creating video content!
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