LEMA Framework: How to Create Remarkable Content That Drives Results

Feb 22, 2023 10 min read
LEMA Framework

In this week's How the F*ck case study, we learn how to create remarkable content.

Here's what you need to know:

  • The guest is Lily Ugbaja, ex-Animalz and writer for Zapier, Hotjar, Hubspot, and more.
  • She shares the LEMA framework. It's a clear guideline on how to write compelling content that connects with a reader.
  • We also created a downloadable checklist you can grab here. It has questions to ask before getting started; an editing checklist; and examples.

Let's dive in.

A note on Quality vs Quantity: Who Should Create High-Quality Content?

In a LinkedIn post from only three months ago, Lily noted that product-led businesses (as opposed to sales-led businesses) needed quantity to gain traction and could sacrifice a bit of quality to achieve that.

Lily linkedin post

But what is her stance on quality vs quantity now?

“Standing out with quality, even if you are creating just one piece of content, carries way more weight than publishing frequency right now because of how easy it is to just publish content.” - Lily Ugbaja

The blazingly-fast rise of AI software such as ChatGPT changed the content marketing game forever. Writing a fairly run-of-the-mill article now takes a few keyboard bashes.

This is why high-quality content will make any business stand out in a sea of high-volume generic sameness.

“It really doesn’t matter if you are creating for a ton of people or you are creating for a C-level executive, you need quality content right now.” - Lily Ugbaja

One extremely effective way of consistently creating quality content is implementing the LEMA framework.

Bonus: You cannot create high-quality content without proper processes. Check out our guide to content ops for scaling quality writing.

The LEMA Content Framework

The LEMA framework helps writers create remarkable content.

The stuff that connects to the reader's soul and turns them into a paying customer.

It consists of four pillars of content:

  • Logical
  • Explicit
  • Memorable
  • Actionable
“[These four pillars] inspire the reader, make your brand stand out both in the search engine rankings and on social networks. [...] These are the elements that make the reader really connect to what is on the page, [...] remember your brand, share your brand, advocate for your brand, and whenever they see content from your brand come up again, they want to click on you.” - Lily Ugbaja

Lily has developed this incredibly useful content framework while working for marketing giants such as Hubspot, Zapier, Hotjar, and Animalz.

Example: Animalz’ own blog is a great example of the LEMA framework in action. Read about the secrets behind their content strategy.

Let's run through LEMA.

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