Before diving deeper into the content strategy, make sure you have a good understanding of what a content strategy is and whether or not you need one. 

Done? Great. Let's start exploring the options on how you actually set one up. Creating a content strategy isn't something you do on a whim. Most companies hire expensive marketing consultants and pay them thousands of dollars to start this month(s) long process of finding the right strategy. But even that's you goal, I firmly believe you need to do this exercise first. Not only to save costs with those expensive consultants, but also to be able to steer them properly. 

1. Understand Your Audience

First things first: who are you talking to? Knowing your audience is crucial. Without this knowledge, you’re essentially throwing spaghetti at the wall and hoping something sticks. If you already have an ICP, that's great. If you don't, take the next steps and you'll get closer to your goals. 

Questions to Ask:

• Who is my target audience?
• What are their pain points and needs?
• What type of content do they prefer (blogs, videos, infographics)?

Tip: Create detailed buyer personas to visualize your audience. Give them names, jobs, hobbies, and challenges. The more detailed, the better! I usually create a minimum of three; your best customer, you average customer and your worst customer. 

2. Define Your Goals

What do you want to achieve with your content? Your goals will guide your entire strategy, so make them SMART (Specific, Measurable, Achievable, Relevant, Time-bound).

Questions to Ask:

• What are my main business objectives (brand awareness, lead generation, customer retention)?
• How can content help achieve these objectives?
• What key performance indicators (KPIs) will I track?

Tip: Align your content goals with your overall business goals. If your business goal is to increase sales, create content that guides readers through the buyer’s journey.

3. Perform a Content Audit

Before creating new content, take a look at what you already have. A content audit helps identify gaps and opportunities.

Questions to Ask:

• What content do I currently have?
• Which pieces performed well, and which didn’t?
• Are there any gaps in my content?

Tip: Use tools like Google Analytics to assess the performance of your existing content. Look at metrics like page views, time on page, and conversion rates.

4. Brainstorm Content Ideas

Now that you know your audience and goals, it’s time to brainstorm ideas. Think about topics that will engage your audience and align with your goals. 

Pillars as your bible

Many content strategies are built around so-called pillars. This handful of topics are the foundation of everything you will create content around. Whether it is a product, a service, a problem or creating a need, these pillars will be your bible. 

Tip: Don't look too far for these pillars. Look at your mission statement for inspiration. If you have the time and opportunity customer interviews can give you invaluable insights. 

Crafting Your Content Approach: Defining Your Tone of Voice

When it comes to content creation, applying the right framework is crucial. These frameworks define your tone of voice and overall strategy. But what does "the approach" really mean? Let me break it down for you, as it's a concept you'll encounter daily in your content efforts.

All content is crafted with a specific approach in mind. One of my personal favorites is the "Jobs to Be Done" framework. In this approach, content is created around the tasks and jobs that your potential customers are trying to accomplish. This allows you to communicate with your audience on their level and from their perspective, making your content more relatable and engaging.

However, there are various other approaches you can take, such as:

• Highlighting the Strengths: Focus on showcasing the unique features and benefits of your product or service.
• Customer Case Studies: Share real-life examples of how your product or service has solved problems for customers.
• Pain Point Exposure: Address common challenges and pain points to raise awareness and offer solutions.

Each approach has its own strengths and can be tailored to fit your audience and business goals. By understanding and choosing the right framework, you'll be able to create content that resonates with your audience and effectively communicates your message.

 Questions to Ask:

• What topics are relevant to my audience?
• What questions are they asking?
• What content can I create to address these questions?

Tip: Use tools like Answer the Public, BuzzSumo, or even good old Google to find trending topics and questions in your industry.

5. Choose Your Content Formats

Content comes in many shapes and sizes. Blogs, videos, podcasts, infographics – the list goes on. Choose formats that resonate with your audience and suit your goals.

Questions to Ask:

• Which formats does my audience prefer?
• Which formats can I realistically produce?
• How can I repurpose content across different formats?
• What tools can I use to create my content or do I need to outsource everything?

Tip: Don’t put all your eggs in one basket. Mix and match formats to keep your audience engaged and cater to different preferences.

6. Create a Content Calendar

A content calendar is your roadmap. It helps you plan, organize, and schedule your content in advance, ensuring a consistent flow.

Questions to Ask:

• What content will I publish, and when?
• How often will I post? 
• Are there any important dates or events to consider?

Tip: Use tools like Trello, Asana, or a simple spreadsheet to create your content calendar. Include deadlines, publish dates, and responsible team members. Take budgets and time allocation in mind to have a calendar you can truly realise.

7. Create Engaging Content

It’s time to create! Creating engaging, high-quality content is an art. Make sure your content is valuable, relevant, and entertaining.

Questions to Ask:

• Is my content informative and valuable?
• Is it easy to consume and understand?
• Does it include a clear call-to-action (CTA)?

Tip: Use storytelling techniques to make your content more engaging. People love stories, so weave them into your writing whenever possible.

8. Optimize for SEO

SEO is your best friend when it comes to getting your content seen. Optimize your content to rank higher on search engines.

Questions to Ask:

• Have I included relevant keywords?
• Are my titles and meta descriptions compelling?
• Is my content easy to read and structured with headings?

Tip: Use tools like Yoast SEO for WordPress, Ahrefs, or SEMrush to help with keyword research and optimization.

9. Promote Your Content

Creating great content is only half the battle. You need to promote it to get it in front of your audience.

Questions to Ask:

• Where does my audience hang out online?
• Which social media platforms should I use?
• Can I leverage email marketing to reach my audience?

Tip: Don’t just post and pray. Actively promote your content through social media, email newsletters, and collaborations with influencers or other brands.

10. Measure and Adjust

Last but not least, track your performance and adjust your strategy as needed. Content strategy isn’t a set-it-and-forget-it deal.

Questions to Ask:

• How is my content performing?
• Are my KPIs being met?
• What can I do better?

Tip: Regularly review your analytics and be prepared to pivot. Content strategy is dynamic, so stay flexible and responsive to what the data tells you.

Conclusion

Creating a content strategy doesn’t have to be daunting. By following these steps, asking the right questions, and keeping your audience in mind, you’ll be well on your way to content success. Remember, the key is to create valuable, engaging content that resonates with your audience and aligns with your business goals. Happy strategizing!

By focusing on these steps and continuously refining your approach, you'll build a robust content strategy that drives results. Don't forget to have fun with it – after all, your passion and personality are what will truly set your content apart!

Photo by Towfiqu barbhuiya on Unsplash