the perfect content strategy
The Perfect Content Strategy starts with key conversations around the tools and assets your brand has access to as well as your budget. However, to be very clear, your content strategy doesn’t have to cost you a dime. In this digital age, visibility isn’t always necessarily free but knowing your audience and creating content they’re interested in seeing can be. Most importantly, when you’re passionate about your business your content strategy should be FUN and seamless!
Image Credit: Unsplash/Joshua Rawson-Harris
Content is King. Have you heard that before? If you have any pulse at all you probably have and if you haven’t heard content is king, then you’re definitely experiencing the truth of the statement in some way as the entire world engages with social media. Technology, digital marketing and social media has given all of us an opportunity to take sharp turns down the content creation lane at one point or another. News anchors are joining in on dance challenges, commercials refer to social media trends to advertise products while influencers and content hubs constantly search for new methods to grab out attention and stay relevant. There is a desire to be seen and compete for the attention of existing and new customers, clients and fans.
We have always been consumers of culture, and as platforms are built to encourage networking and engagement we find ourselves with a huge opportunity - billions of people, engaged and constantly coming back for more. More recipes, more laughter, more conversation and confirmation, and more inspiration.
Establishing a content strategy for your brand is easier when you’re authentic and in control. Here are a few tips to think about:
Story-Telling - Content tells a story that allows people to find connection and relatability in your brand. Understanding the journey of your customer and landmark moment in purchasing decisions or their growth helps you share in creative ways relatable perspectives, opinions and nuances that influence their decisions. There is a reason your brand exist and sharing that story is important to your content strategy and campaign planning
Product First - What you sell is a part of your content strategy. Taking quality photos of your product and finding new ways to present it to the world will be more than half of what you do on social media. Representing this through photos, images, and graphics. If you’re new to the game, take photos in the best lighting with your phone if you need to. Take in mind that products for some brands can include services, environments, experiences and “add-ons” - And your “product” does include your staff and
On-Time - Creating a schedule is important and when you’re busy operating a brand, having a content calendar is extremely helpful to make sure you’re hitting key days, staying consistent and telling a clear and concise story. If it’s not a mission of your business to show up in social media frequently, then plan your schedule accordingly to show up when it’s most important to you, telling a clear and concise story or remind your clients, and followers that you’re still out and about - doing what you do.
Stay In Control - It’s very easy to go haywire and look across the aisle and believe you aren’t doing enough or to divert from what’s authentic to you, don’t do that. You’re content strategy should be in line with the mission and goals of your brand and if you’re too focused on what other’s are doing you will lose track. If you ever find yourself thinking too much about what other brands are doing, to keep copy-cat energy at bay, dig deeper into your Competitive Analysis.
Be sure to think through your content strategy as a high level portrait of your entire business model and if it makes sense include aspects of your business operations such as employees (share the spotlight with your stars!), location (your office, or workspace), or product/service attributes (like ingredients, descriptions or outcomes). The list does go on, and get even more granular depending on the unique aspects of your brand.
All in all, ENJOY yourself! Running a business is work, but it shouldn't feel like it and making content a part of your every day thought process not only helps you tell your story but it helps you review how you’re showing up to your customers and what they see.
If you need support thinking about the right content strategy to drive your business goals, stay active on social media or drive sales, it’s time to think about what you do in a creative and fun way.
KTG