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YOUR S.T.A.M.P.
IMPLEMENTATION
GUIDE

The STAMP Framework provides a structure for creating humanized content that connects with your audience and differentiates your brand. This guide will help you implement each component of the framework in your content creation process.

SELF-AWARNESS

Self-Awareness helps you recognize how your own mindset, assumptions, and habits influence the content you create. It’s the pause before publishing step — the moment where you question whether the message truly serves the audience or simply feels comfortable to the creator. Without self-awareness, content tends to fall into predictable patterns that work against brands. When self-awareness is present, it shifts content from autopilot to intentional and an audience-centered focus helping you build trust and connection.

Content Team Assessment 
Questions

1 

Are we creating content that we would engage with?

Make sure your marketing brain aligns with the consumer brain to avoid creating something that the business loves, but doesn't mean anything to your audience.

2

Are we aware of our marketing habituations and biases?

What internal mentality is driving your strategy or creation of the content? Habits? Numbers? Audience?

3

What assumptions are we making about our audience without evidence?

Is the content or strategy developed with a deep knowledge of audience and human behaviors or assumptions and hopes?

For Your Content 

1 

Does this content genuinely provide value, or is it primarily serving our interests?

Can we clearly prove that the content is focused on the needs of the audience first? What proof do we have?

2

Would I personally click, read, watch, or engage with this content?

Think about your good and bad experiences with similar content. How would you react to the content you created?

3

Are we using language that creates distance rather than connection?

Does our content sound more like ""marketing speak" or a TV commercial, or is it closer to how we would speak to a person? 

4

What is our true intent with this content, and is that intent clear to the audience?

This is the content communication equivalent to "thinking before speaking." What is the intent of this content, and how might the audience interpret that intent?

Staff Meeting

Action Steps

1.    Hold a "habituation" check enabling team members identify patterns in your content
2.    Create a "Overdone" list of overly-common language, tactics or language you find in your industry
3.    Review marketing language that feels robotic or corporate and creates alternatives
4.    Ask people outside your department to provide honest feedback on your content (from an audience POV)
5.    Review underperforming content and identify how self-awareness could drive change 

Self-Aware Checklist

  • We've examined whether this content serves the audience first, not just our metrics

  • We've considered how our audience might interpret our intent

  • We've identified any marketing habituations influencing our content choices

  • We've questioned our assumptions about what our audience needs/wants

  • We've removed unnecessary corporate language and industry jargon

  • We've had someone outside our team review this content for authenticity

Two-Way Communication

Two-Way Communication is the intentional practice of shaping content with a human conversational mindset — communicating with the audience instead of at them. It involves creating messaging that feels relatable, invites response, and sounds like it’s part of a real conversation. It also means designing content interactions that build trust, show emotional awareness, and encourage the audience to feel seen, valued, and engaged — both in how they respond and how they experience the brand's voice.

For Your Content

1 

Does this content sound like a conversation or a broadcast?

Review the copy to ensure it conveys a humanized, conversational tone, rather than sounding like a promotional broadcast.

2

Have we created opportunities for audience response and engagement?

If there are opportunities for audiences to respond (email, social media, etc.), consider if the content provides meaningful value or thought-provoking ideas that might naturally inspire people to respond.

3

Does our content acknowledge previous audience interactions?

Ensure you're testing responses rates and evolve your content to increase chances for meaningful audience response. Avoid trying the same things (that fail) over and over again.

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Action Steps

1.    Audit recent social media posts for engagement rate and conversational tone
2.    Develop a response protocol for audience engagement
3.    Create content based on actual audience questions or feedback
4.    Test different conversation starters and measure engagement
5.    Review all calls-to-action to ensure they feel natural and valuable

Two-Way Comms Checklist

  • Content invites meaningful response (not just "like and subscribe")

  • We've included authentic questions or conversation starters

  • We've allocated resources to respond to comments/engagement

  • Our tone is conversational rather than presentational

  • We've addressed common questions or feedback from previous content

  • We've designed content that builds on previous audience interactions

Adaptability

Adaptability is the willingness to evolve both content and company culture when audience needs, behaviors, and expectations change. It means empowering the people inside your business who see the shifts first — sales, customer service, creators, and strategists— instead of forcing them to cling to outdated playbooks. When adaptability is missing, companies don’t just lose relevance; they lose their best people, their creative edge, and the trust of audiences who have already moved on.

Questions for Your Content Culture

1 

How quickly can we pivot when content isn't resonating?

A simple question that avoids getting stuck in a cycle of doing the same thing over and over while expecting different results.

2

What does our adaptable culture look like?

How are you monitoring changing trends, world events, and other factors that could require adaptability? What is the process for new ideas and change? Does everyone understand it and their role?

3

Are people empowered to suggest improvements to our approach?

Can anyone (those who are hired to create content and results) bring new ideas to the table - especially those rooted in creativity, trends, expertise, and new information?

4

Can some time, budget and resources be allocated for being an adaptable company? 

This can include conferences, innovation meetings, internal testing of concepts, etc.

For Your Content Team

1 

How diverse are our content types and channels?

Are you limiting your reach by clinging to one type of content or platform?  

2

What are the signs we may need to evolve our content? 

Analytics? Performance? Lack of engagements and conversations? Content that seems tired, repetitive, or stale?

Boring to vibrant social.jpg

Action Steps

  1. Schedule regular "trend exploration" sessions to discuss industry changes

  2. Create a process for content tests 

  3. Build relationships with sales and customer service to gather insights

  4. Establish a regular review process for content performance

  5. Create space for testing new approaches without fear of failure

Adaptability Checklist

  • We regularly review content performance metrics and adjust accordingly

  • We have a process for testing new content formats or approaches

  • Our content calendar allows flexibility for timely, relevant content

  • We allocate time and resources for learning about new trends

  • Our team is empowered to suggest improvements to our approach

  • We have a feedback loop to incorporate audience insights

Meaningful Language

Meaningful Language is the conscious choice to use words that feel personal, human, and emotionally resonant — instead of falling into default corporate jargon, marketing clichés, or hollow claims. It’s about understanding how language shapes interpretation, builds emotional connections, and either invites or repels engagement. Audiences don’t respond to content that talks at them; they respond to content that sounds like it was written for them.

Questions for Your Content Culture

1 

Does our content communicate like everyday humans?

How are we coming across on video or podcasts? How does are copy read or "sound" to our audience - like an ad or like a helpful humanized message?

2

Does our content communication align with our audience's language?

Does our content communication use language that is similar to the way our audience talks? 

3

Does our language stand out in meaningful ways?

Does our content communicate or present information in ways that are unique, surprising and human? Have we done enough to separate ourselves from the overly common and generic language found in industry content?

4

Does our content use language that provides specifics and meaningful value over generalized claims?

Are we providing clear and comprehensive information in a way that builds connection and reduces frustration?

Connected people.jpg

Action Steps

  1. Create a "banned words" list of overused marketing terms

  2. Collect actual customer language from reviews, support, and social media

  3. Have team members do "real human" reviews of content

  4. Test different language approaches and measure response

  5. Record yourself speaking about the topic, then transcribe for more natural language

Meaningful Language Checklist

  • We focus on natural, conversational language that means something to humans

  • We're avoiding  generic buzzwords, jargon, or filler phrases

  • Our language helps readers feel seen, understood, and invites them to engage

  • Our tone matches the mindset and expectations of our target audience

Predictive Intelligence

Predictive Intelligence is the ability to anticipate how your audience will think, feel, and behave before you hit publish. Considerations include how much time they have, what mood they’re in, or what they’ve already seen a hundred times before. Predictive Intelligence helps you create content that feels timely, relevant, and respectful of your audience’s experience. 

Questions for Understanding Audience

1 

What emotional reactions might our content trigger?

Can any of our own reactions to content help us predict responses?

2

What previous experiences shape how our audience views our content?

It isn't hard to predict how audiences may view email because of spam, social media because of selfish content, etc.  How can that knowledge help us avoid negative reactions to our content?

3

What information or value does our audience need right now?

What are the information gaps in our industry and competitor content?

4

How are we learning about our audience?

Interviews, surveys, online interactions, social listening, etc.?

emotions and mind.JPG

Action Steps

  1. Have internal discussions about actual behaviors, not assumptions that can help shape content

  2. Establish collaboration channels with customer-facing teams

  3. Have team members do "real human" reviews of content

  4. Regularly interview or survey your audience about their preferences

  5. Create a feedback mechanism for content effectiveness

Predictive Intelligence Checklist

  • We're creating content with audience behavior, mindset, and context in mind

  • We anticipate questions, objections, or moments of confusion before they arise

  • We're using data, past performance, and feedback to inform content direction

  • We adapt delivery and timing based on external trends or situational awareness

Need More Help?

This guide is here to give you some helpful reminders and things to think about—especially the ones that come up a lot in humanized content strategy. But like anything that really matters, the deeper parts of STAMP—and how you use them—can look a little different depending on your business, your industry, and your audience.

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If you ever want to dig into a specific part of the framework or figure out how to shape it around your goals, just reach out. I’d be happy to talk it through with you.

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