4 Super Easy Steps To Create A Strong Content Strategy For Your Brand
Do you remember that feeling of being asked if you remembered a certain music artist and not knowing anything about them but their one song? You might have had to think a little harder, be reminded of the tune or a certain time an event happened, but you didn’t remember right away. That feeling is not what you want people to feel or think when it comes to your brand. You’d want to avoid being the person who had one great blog post or one great product and nothing else of the same quality thereafter.
Over the past couple of months, I’ve been creating, organizing and adjusting my content creation strategy to better serve my audience. I have been creating strategies to help generate and post more often. With these strategies I am able to produce more content to post across every social media platform that Strategist Cafe is on. These strategies also help me create content for my website and brand.
While we are all making many efforts to stay productive, intentional and effective with our business, we have to become flexible with our marketing efforts. Creating a content strategy is a great way to stay organized with your business. Before you decide what kind of content strategy you will create, you need to consider these four things: your signature content format (your starting point), how you will create content for your brand, how you will distribute it and how you will create a system to make more of your content quickly and consistently so you don’t burn out.
Decide what your signature format will be
The first thing you should do when creating a content strategy for your brand is decide the format your content will be created in. Will you create audio or visual content for your brand? Audio content can be a great format if you are a great speaker and love to create content that can be consumed at a fast pace. Visual content can be used if you are a great writer or presenter. It can also be used if you are a great visual designer. You can also produce written content in blog format. Written content can be useful for an audience who likes to take their time to read and refer back to resources. The format for your brand’s content will completely depend on your expertise level, your brand goals, and the lifestyles of your audience.
It’s totally fine to switch up the content’s format to keep a variety, but your audience needs a stable digital home and a way to find your business to begin with. Before you switch the format your brand’s content is presented on, choose one signature format to start with and stick with it until you’ve mastered your strategy in that particular format. So, if you choose to vlog (video blogging), master vlogging to the fullest to allow your audience to get used to your brand style and presentation. Once you decide which format would be best for you and your brand, begin creating content to grow your audience.
Create content for your platforms
After you’ve decided how you will format your content, you must create it! Before you create your content, consider what’s most important to your target audience and ideal clients. What are they struggling with right now? What’s one thing that you do extremely well and one thing your clients could really use as a “hack” to make their business run smoother? Find 3 - 5 things that you could create content about that solves a problem, creates a process for smoother business operations, or encourages someone to take action. One thing I love to do when creating a lot of content at one time is to study and research my industry. I study trends, hot topics, reviews, complaints and much more! I make sure I don’t consume too much information to avoid diluting my own talents and knowledge. I write notes about the most important or repetitive topics that still seem to be a challenge for my audience. I create content based off of those things as long as they are aligned with my brand.
I want you to do the same. Choose many relevant topics to educate and inform your audience. It doesn’t matter which industry you are in, you should be able to teach them what you know being the expert in your niche or field. For example, if you make handbags, you could create content about different types of fabrics, styles for the four seasons, mix matching outfits with unconventional pieces, etc. Whatever you chose, make sure your audience can use and apply what they learn in their own lives. After you have chosen key topics to create, determine how you will get it in front of people.
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Decide what your signature distribution method will be
Delivering your content on certain platforms will depend on your target audience. Their lifestyles will determine how they would most likely want to receive your content. Is your target audience on the go a lot? Do they love to read? Are they visual learners? Do they need interactive activities and homework? The answers to these questions will depend on the format you create the content in. The difference between the format your content is created in and the way you deliver it to your target audience will be the platform your content is uploaded or posted on.
For example, if your target audience is busy on-the-go college students, you may decide that a podcast is best for your audience and brand. If you chose a podcast distribution method, you would need to decide the system, software or platform your business will use to share content with your target audience. Let’s pretend you used a software like Audacity but you store your content on iTunes for your audience to freely listen to different episodes at their leisure. This is the perfect example of creating audio content [the format] and using a platform like iTunes [your distribution method] to store and share content with your audience. If your audience loves to read, blog posts may be best for your audience. Wordpress and Squarespace have blogger styled themes that will be a perfect platform for your brand. If you have a highly visual brand, video content is best to show your audience your expertise and skill. Highly popular platforms for visual content are YouTube and Vimeo.
There are several resources you could use to distribute the content you create. You could also use social media as a platform to distribute your content as well. Make a decision of which method is more effective in relation to the way your audience will receive your content best. Once you have finalized and created content in its respective format and delivery method, make as much of it as you can!
Re-use your old content in new ways
One thing most people find hard with content marketing is consistently having something to post. They have a hard time creating valuable content over and over again. Creating relevant and valuable content is key. It’s not regurgitating what you wrote before, it’s making the most out of what you already have. Making a lot of useful content will keep your content and editorial calendar filled. It will save you plenty of headache when creating more content for your brand. Once you’ve created one solid week of social media content with meaningful captions and/or one solid blog post, you can begin creating a system to fill your content calendar for months.
Creating a system to multiply content is invaluable for your brand and sanity! That’s why I created an e-course on creating, distributing and re-purposing content. This course, Content Overdose, will show you how to audit your old stuff and multiply it into a plethora of more valuable, relatable content. You’d be surprised how many gems you are sitting on when you are frustrated with writer’s block. I’m going to show you exactly how to produce content that is relevant to your audience and brand. Sign up for this super inexpensive email course now to take your content game to the next level!