Creating a content strategy in itself is relatively easy at the start. The rule of thumb is; do what you know. Regardless of the type of organization you represent, it's usually easy to come up with several dozen items to write about, photograph, or video. But a good strategy doesn't only focus on the 'now'. Because at some point, you'll struggle with finding good content to capture.

What can you achieve with content?

The primary goal of content creation is reaching your (potential) audience. This hard task can become significantly easier when you're able to reach your audience through the things you distribute. Not only can content help you reach people, but it can also help position yourself in the market.

By deploying content (and doing it right), your organization could become a leading figure in your industry. There's a strong chance potential customers know about you long before they even purchase from you. And the effects on your branding and brand popularity could be literally unrivaled.

Formats

An interesting talking point is the best format for your content. Not only are there countless variables, such as audience, product, and most importantly, resources, but the format also needs to match your organization. Choosing a format based on a hunch is like playing Russian roulette; you might get away with it, but at some point in time, you'll end up with the bullet. It's imperative you understand your ICP before attempting to set up a content strategy.

Written content

The most common form of content is the written one, just like the one you're reading right now. Blogs and news articles have proven themselves time and time again. The purpose of this content is likely to be informative. It helps your prospects understand your product or at least offers them some kind of education. That last word is key here; education. Written content is typically very educational. The reason behind this is that education is an incredibly powerful way to create trust. You might have heard about something called thought leadership? More on that later …

Either way, written content can take the form of a traditional blog post about topics that are related to your offer. Many effective content strategies contain the element of market and actuality diversity. That means not just writing about your own stuff, but making sure to include market trends and even topics that reach the news. That way, not only is your content relevant to its time, but it's also a great way to piggyback on trending topics that aren't necessarily 100% relevant to your offer.

Video content

Obviously, video content is popular amongst content creators for social media platforms. Naturally, YouTube and TikTok jump to mind. Rightly so! This form of content has been a very effective tool for both individuals and companies alike. But do they all have to be vlogs? No. Video content too has many forms. Some popular formats include product videos, tutorials, and customer interviews.

Video is relatively easy to consume. It's a passive way for prospects and customers to learn from you. Traditionally, written content requires a certain effort from the reader. Video is much, much easier to consume after a long day at work. Not only is it very accessible, but the younger generation is also used to spending hours a day watching pointless YouTube videos. And guess what! Those useless videos are a goldmine for the creators.

Photo content

Photographic content is an unpopular content form for most industries. Yet, for industries such as construction, cleaning, fundraisers, automotive, and clothing stores, photo content is golden. It's an effective way to show results or impact. This speaks to the imagination of the consumer more so than reading about it.

With the vast amount of social media platforms available and roughly 62.3% of the world population using some format of it, there is endless potential in spreading photographic content. Just like video content, it's easy to consume and with the necessary efforts you could generate a massive amount of quality traffic to your website or business.

And, yes … it's also one of the most popular and effective formats for pornography and channels like OnlyFans.

Audio content

Ah! A trending format is audio. The podcast market has been booming since 2004. According to Backlinko, there are roughly 464 million podcast listeners worldwide. Just like video and photo content, this format is very passive and requires almost zero effort from the listener to consume. People listen to podcasts on the train, on their way to work, they even fall asleep with it.

Not just bloggers or journalists do it. There are countless companies that initiate or sponsor podcasts to influence followers. It's the perfect way to educate or inspire listeners. But mostly, podcasts typically ask questions the followers relate to. Questions they might not have asked themselves. Imagine having a podcast that helps your future customers to 'ask the right question'? And you don't only have the answer, but you have the solution too.

Influencer content

Fair enough, this might not be as much a 'format' as the previous ones, but I do want to mention this last type of content. It combines audio, video, and photo (sometimes even written). But the power of influencers can't be ignored. Whether or not you're a fan of the concept, it's hard to deny the effectiveness.

Influencers spread content to their followers. With the strength of their personal brand, they're able to 'influence' their followers into buying the products they 'swear on'. This could range from anything from jewelry, and clothing, to even cars or stocks. Gymshark is one of the most effective influencer products out there. Thousands of sports influencers directly, or indirectly promote their products generating millions in revenue.

Regardless of your industry, approaching influencers to promote your product or solution can pay off massively. Not only will you have access to their thousands of followers, but the fact that they give their 'seal of approval' on your company also helps convince buyers faster than you can say 'selfie'!

What does a content strategy look like?

Creating content about what you know should be the basics. Otherwise, content creation can be incredibly time-consuming and hard to maintain over time. Pay attention to websites you visit and have a look at their content. Oftentimes, you will find several articles posted in fast succession, followed by weeks, months, or even years without a single word. A lack of strategy behind the content generation leaves the creators exposed to writer's block.

There are many ways of setting up a content strategy, but I will skip ahead and show you my favorite method.

Pillars

The way I set up my content strategy is by defining the so-called pillars. These pillars will be the foundational topic around which I will center my content. Defining these pillars can be challenging, but the way to do it is quite easy; what is your organizational mission? If you don't have the answer to that question, it's back to the drawing board for you. But if you do, list up keywords or elements that make up your mission and vision. Within minutes of your brainstorm, topics will start to arise. Analyze them and choose anything between 5 to 8 pillars. My preferred method to find these pillars is by creating a mind map for added visualization.

Frequency

Content is all about consistency. Whether you're setting up a YouTube channel or posting blogs, consistency will likely determine the success of your content strategy. Posting just once a week could be the key to success. However, more than anything else, be realistic. What are you capable of? If you're a one-man team and already up to your neck in work, it's unlikely you will be able to generate content on a weekly basis. If you have a dedicated marketing team, that becomes a whole lot easier. But even then, quality still trumps quantity in most cases. Be honest about your resources and find a balance. If the answer is that you're unable to maintain a frequency of at least once every two weeks, consider finding other marketing methods, or hire a ghostwriter to do the work for you.

Actuality

Creating content shouldn't just be limited to your defined agenda. The world changes every second. Your content should be ready for that. If you're in software and a massive data leak happens, wouldn't it be sad to miss telling the thousands of googlers on how you would have prevented it? Or if you're in healthcare and a new law just got passed? At all times you should be ready to create some unplanned content.

Conclusion

Crafting a content strategy is essential for any organization looking to effectively reach and engage its audience. Whether you’re producing written articles, captivating videos, striking photos, informative podcasts, or leveraging the power of influencers, the key lies in consistency, relevance, and understanding your audience's needs. By defining clear pillars, maintaining a realistic content frequency, and staying agile with current events, your strategy can position your brand as a trusted leader in your industry. Remember, it’s not just about creating content for the sake of it; it’s about delivering valuable, actionable insights that resonate with your audience and drive meaningful engagement. Start developing your content strategy today, and watch as your brand’s influence and reach grow exponentially.