Want to create your sweet sweet content strategy?
You have committed! You've decided that creating content for your business is quite possibly the best idea EVER!
And now you're thinking - what the heck am I supposed to do?
I totally get it.
The good news is that creating a sweet content strategy doesn't need to be super complicated or challenging.
Here's how to begin.
STEP 1: ESTABLISH YOUR BUSINESS GOALS
As Stephen Covey says in 7 Habits of Highly Effective People - begin with the end in mind! That's right - you start with your end goal.
All content should have an intention and the best way to create a content strategy that's going to generate results for your business and surge your revenue, you need to figure out what your big goal is in the first place.
So what is your business goal? Have more than one - list your top 3.
You have to know where you're going before you figure out how you're going to get there.
STEP TWO: GET CLEAR ABOUT WHO YOU WANT TO READ YOUR CONTENT
Who do you want to read your content? The final decision maker? The person paying the bill? Get really clear on who you want to expose to your content. Said another way, who is your ideal reader?
Maybe your product is for kids, but the parents are the ones that will be reading the content and making buying decisions. Or maybe you want to create content for influencers because they are going to be the ones referring you business.
It doesn't matter if your ideal reader is your actual end user or not. What does matter, is that you've thought about who it is you want to consume your content and why. Because you're going to need to create every piece of content for them.
STEP THREE: FIGURE OUT WHERE YOUR IDEAL READER SPENDS THEIR TIME AND WHAT CONTENT THEY REALLY WANT
Once you're clear on who your ideal reader is, you have to give them content that want where they are spending their time. Are they always on Instagram? GQ.com? Facebook? BBC.com?
Do they want to be entertained? Do they want to learn new things? Do they want to be inspired? Do they need motivation?
How do they want that content? Do they prefer videos? Infographics? Long-form content? Short form content? All of the above?
STEP FIVE: WHERE DOES YOUR BRAND SPEND THEIR TIME AND WHAT TYPE OF RELATIONSHIP DOES YOUR BRAND WANT WITH YOUR IDEAL READER?
It's great if your ideal reader spends their time on Snapchat, Instagram, and Entrepreneur.com and you know it. But that doesn't mean you have to be on in all of those places too. You should be in a place that's on brand for your business.
If you want a mentorship relationship with your dream clients, maybe they don't want you on Snapchat (or maybe they do but you need to get clear on that). Or maybe being on Instagram is sooooo not on brand for you, but Entrepreneur.com is. Well, then if your ideal reader is on entrepreneur.com then be there and connect with them.
Nothing is worse than seeing a brand trying to be something they're not because they think it's the cool thing to do, or what they have to do in order to sign clients.
So like dating, be where your ideal mate would be - but where it would also be natural for you to be. You may not want to find your mate at a golf course if you don't like golf and look completely out of sort there, just staring. Instead, go to the restaurant they would go to afterwards casually drinking your favorite beverage.
STEP SIX: PUT IT ALL TOGETHER AND WRAP IT UP WITH A LOGICAL CALL TO ACTION.
For a content strategy that works for your business, you want to be where your ideal reader is, with a message that attracts them and is relevant to your brand, with a call to action (or more likely - many calls to actions) that makes sense for your business goals and objectives.
This could look something like this:
- Be on Facebook with a Post that attracts your idea reader.
- Invite them to sign up for a freebie that get's them on your list.
- Then invite them to your Facebook Group.
- Then give them more great content.
- Then invite them to a webinar.
- Then invite them to buy something.
It doesn't need to be super complicated. It just need to be intentional.
So take some time.
- Think about what your goals are and what you really want to accomplish.
- Then go through the six steps and fill in the details for yourself.
- Determine where should you be spending your time, who should you be attracting, what content would get their attention, and once you have their attention, what are you going to do with it.
Then go out there an put your strategy into action!