Updated: Apr 15
Creating a content strategy can seem intimidating and over-whelming at first, but it is essential when building your content strategy to have a clearly defined message that you want your audience to understand.
You want your audience and potential customers to understand and what it is you offer within a sentence or two. This is a positioning statement.
This message is going to define your approach to your content creation strategy and the overarching story of your brand.
Our aim is to provide brands and businesses with value and information that enables them to succeed in the digital age. This is how overarching story.
When we create our content, we think about what brands are struggle with. we're do businesses need help when it comes to to digital marketing.
How can we help brands create better content by telling their story? Our audience consists of entrepreneurs, online businesses, as well as brick and mortar businesses. So the real question is, is what story should be telling and what value do we need to provide to these businesses so that they engage with our content?
Our goal is to build a passionate audience from our content, and grow our subscriber list so that we can can collaborate and help businesses to succeed in the digital age.
You want to create content that people want to share, content that people in engage with and that provides value. to do this you need to know exactly what audience is most interested in. This obviously is dependent on a number of things such as a profession, industry, location, and demographic data.
Understanding your audience you are able to dim decide on which marketing channels of this suited for your audience. In our case, because we are aiming to help with other businesses, LinkedIn is one of our main marketing channels. We are using Instagram, Pinterest, YouTube, and Twitter.
Each of these platforms requires different types of content.
What we do is, we will create a piece of content once, and then repurpose it into various different forms of content.
So we created a blog post, from their blog post we select key points, those 10 key points then become 10 images with a copy that we can use across all of our channels.
This is a smart way of working.
Do something once, but use it over and over again.
Let's talk about 5 questions you should ask before you start recreating your content.
Start with your why…
Why do you want to create content? What is the reason?
when it comes to a business your why is essentially your business objective. It could be to create more brand awareness, so no products or services or simply grow your subscriber.
Not sure about your why, creating content can help with community building, market research, improved customer service, lead and sales generation and public relations.
Pick one or two of these objectives and craft content around that.
Our content strategy here at Sonday is designed for community building and lead Generation.
Great content is to provide value to your audience. it shouldn't help them with your problems. it should provide insight and knowledge that they essentially need in their lives. but in order to provide this great content, one needs to understand and who the audience is. You really need to think about who you are trying to connect with and attract to your business.
The way of doing this is by creating character profiles, listing the needs and wants, income brackets, pain points and going inside the head of your potential customer.
Try to go as deep as possible.
Really be specific.
What is important to them?
This is how you understand who you are speaking to and how you need to speak to them.
What language do you need to use to connect and engage with your specific audience?
Are you talking to businesses?
Are you selling kids products?
Different audiences require different expression, messaging and tonality.
Now that we know who you're talking to, it's time to think about what content you need to create?
In our business we are working with other businesses. Our business model is B2B. However in future it could potentially also become b2c.
So we are going to create content for businesses that help them with their digital marketing strategy.
Understand that is a lot to do when it comes to building an online business.
There are many moving parts.
Some of them are technical, some of them are simple and straightforward.
So whenever we create content we are constantly thinking about how we can deliver value to business owners and the market is.
As I mentioned above our primary content is made up blog posts and videos.
Video marketing is growing every year and will continue to grow as technology becomes cheaper and cheaper.
Since as a digital agency, you need to communicate using forward thinking digital practices.
Building a Blog as a library and resource for businesses will help with our brands SEO, credibility and trust.
At the same time, we are creating and producing video content, and we want to live with the power and engagement that video offers.
So when thinking about what content to create, think about what industry is in.
Have a look at what your competitors want doing in regards to content.
What are they talking about?
What problems are they solving?
You can model your content around similar topics.
Now that you know What you are creating and why, why it's time to start thinking about the timeline.
When it comes to content I would split it up into 3 major categories:
You need to think about how much content you want to create in a year as an example.
In our content strategy we work in quarters.
So we plan and create content 3 month in advance. In the beginning you won't be able to do this because you will be creating content and posting almost immediately.
However the goal is to have a backlog of great content, so that even when you are not working, you still have content that can be published.
Similar to the way magazines work.
Here is a tip:
Think about how much pointing you would need to create in one year, and then reverse engineer the numbers.
We want to publish 52 to articles per year, ideally more, but this is a base number.
In order to do this we would need to create one post per week.
This is definitely possible, depending on your resources. You want to start simple, and ensure that you can deliver consistently rather than sitting very high bar and underachieving.
The key to a successful content strategy is being consistent.
How will I create the content?
How will you publish the content?
What systems do you have in place to create and publish?
It's all about how you're going to get it done. It's good to have a plan in place,
but it's more important to execute that plan consistently.
What resources do you have?
What resources do you need?
How will you measure the success of your content strategy?
If we want to be successful and be effective without pointing we need to have a smart strategy. very few companies have unlimited marketing resources.
Especially startups and small business owners. it is expensive to create high-quality content. We do not want to create content blindly and hope for the best.
Truly great content is strategic, even if it means creating less.
Sometimes less can be more.
In the next post I will go into more detail, about how to create a new content strategy. 9 simple steps. replacing all the major questions, challenges and issues that we face in coming up with a solid content strategy.
Onwards & Upwards