• Aaron Sonday

5 Questions To Ask Before Creating Your Content Marketing Strategy



1. WHY?

2. WHO?

3. WHAT?

4. WHEN?

5. HOW?



Creating a content strategy can seem intimidating and overwhelming at first, but it is essential when building your content strategy to have a clearly defined message and vision that you want your audience to understand.


You want your audience and potential customers to understand 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. For us, it’s strategic content marketing.


We aim to provide brands and businesses with strategy and insight that enables them to succeed in the digital realm. This is our overarching story.


When we create our content, we think about what brands struggle with.


Where do businesses need help the most when it comes to digital marketing?

How can we help brands create better content?


Our audience consists of entrepreneurs, B2B, B2C, as well as brick and mortar businesses.


So the real question is, what story should we be telling and what value do we need to provide to these businesses so that they engage and learn from our content?


Our goal is to build an evangelistic audience from our content, and grow our subscriber list so that we can collaborate and help businesses to succeed in the digital age.


You want to create content that people want to share, content that people engage with and that provides value.


To do this you need to know exactly what audience is most interested in.


This is dependent on several things such as profession, industry, location, and demographic data.


Understanding your audience, you can decide on which marketing channels to use,


In our case, because we are aiming to help other businesses, and LinkedIn is one of our main marketing channels.


We are also using Instagram, Pinterest, YouTube, Twitter, and Soundcloud.


Each of these platforms requires different types of content.


What we do is, we will create a piece of content once, and repurpose it into various forms of content.


So we created a blog post, from their blog post we select key points, those 5 key points then become 5 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 the 5 questions you should ask before you start creating your content.



1. WHY?


Start with your’ 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, sell products or services or simply grow your email list. Remember, the bigger your email list, the more money you will make in the long run.


If you’re unsure about why creating content can help with community building, market research, improved customer service, lead, and sales generation, and improved public relations.


Pick one or two of these objectives and craft content around that.


Our content strategy here at Sonday is designed to showcase our skills, educate our audience and create beautiful content.


You can learn more about it here if you want > Learn more.




2. WHO?


Great content provides insight to your audience.


It shouldn't help them with your problems.


It should provide insight and knowledge that they essentially need in their lives or businesses.


But to provide this great content, one needs to understand and who the audience is.


You need to think about who you are trying to connect with and attract to your business.


The way of doing this is by creating (buyer) personas, 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.


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 brands?

Are you selling kids' products?

Are you talking to young adults graduating from college and building a career?




3. WHAT?


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 brands.


Our business model is B2B.


However, in the future, it will likely potentially become B2C.


So we are going to create content for businesses that help them with their brand strategy and eCommerce goals.


There’s a lot to do when it comes to building an online business.


There are many moving parts.


Some of them are technical (like SEO), some of them are simple and straightforward.


Some of them are creative, like designing websites or creating visual content.


So whenever we create content, we are constantly thinking about how we can deliver value to business owners and entrepreneurs.


As mentioned above, our primary content is made up of blog posts and visual content.


Video marketing is growing every year and will continue to grow as it has been for the past 2 decades.


You need to communicate using forward-thinking and innovative marketing practices.


Building a blog as a library of resources for others will help our brands' SEO, credibility, authority, and trust.


Market Research and Competitor Analysis


Have a look at what your competitors are doing in regards to their content.


What are they talking about?


What problems are they solving?


You can model your content around similar topics.


Don't steal.


Innovate.


Improve and build on what’s already out there!


Pablo Picasso is widely quoted as having said, “good artists borrow, great artists steal.”



4. WHEN?


It's time to start thinking about a timeline.


When it comes to content, I would split it up into 3 major categories:


  1. Research

  2. Production

  3. Publishing


You need to think about how much content you want to create in a year as an example.


If a year is too big, maybe try 3 months, 1 season.


In our content strategy, we work in quarters.


So we plan and create content 3 months 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 articles per year, ideally more, but this is a base number.


To do this we would need to create one post per week.


This is possible, depending on your resources.


You want to start simple, and ensure that you can deliver consistently rather than setting very unrealistic goals and underachieving.


The key to a successful content strategy is consistency.



5. HOW?


How will you 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.


You must 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, and great content is not cheap.


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.

Quality over quantity.


Sometimes less can be more impactful.


Feel free to share this post with a friend and subscribe to our newsletter: https://www.sonday.io/subscribe


Thanks for reading.


Till next time...




Resources:


https://hbr.org/2016/05/your-content-marketing-strategy-doesnt-have-to-be-complicated


https://www.forbes.com/sites/forbescommunicationscouncil/2018/06/27/how-to-create-a-content-strategy-that-engages-and-converts-buyers/#56f0607e424b


https://medium.com/s/how-to-build-a-brand/lets-talk-about-how-to-create-a-content-strategy-7935de82e89e


https://optinmonster.com/how-to-create-a-successful-content-marketing-strategy-in-8-simple-steps/#cmstrat7



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