Content Strategy
Like so many things, it’s important to have a strategy before you start working. Content is so broad, but commonly involves copy, pictures, video or other elements of your brand your customers or audience interact with. My approach to production is grounded in a well planned strategy because it results in higher performing content.
Why does content strategy matter?
Knowing what to say and how to say it is critical. Before you start writing, taking photos or producing video, you need to have a clear vision of how this content matters. The more moving pieces, the more people involved, the more that strategy becomes essential to avoiding wasted time, rewrites and edits. Beyond workflow optimizing, a strategy is your best bet to connect with your customer.
When do you need a content strategy?
Why do your customers buy from you and not someone else?
If your answer is ‘we’re the best in quality’ or ‘people trust us’, you probably need help. If you can’t articulate who you are and why you matter (and without being boring and vague), it’s time to inject some content strategy.
What is the goal of the content?
If your answer is ‘get them to buy our product’, you likely need help. Conversion is a one step in a long journey that a customer takes. Content is about moving people through the purchase funnel, one step at a time.
How does a content strategy work?
Just like other strategies, content strategy is about asking a lot of questions.
Who are we talking to?
Where are we talking to them?
Why do they care?
What are we trying to say?
What action do we want customers to take?
Using a question driven methodology, we can construct the right message in the right medium to connect your brand with your customer. It adds more work up front, but it saves that time in reducing edits and revisions.
Do you need a content strategy?
Overwhelmed?
Not sure the right place to connect with your customer or what to say?
Underperforming?
customer communications not delivering the results you expect?
We should talk!
Reach out for an easy 15 minute discovery call where we’ll walk through your project and your needs. With a few quick questions, I’ll be able to construct a proposal to help improve your business.
The Impact of Content Strategy
When your business communicates, it is an extension of your brand, just altered to a new audience. This is so important because many of your customers will experience your content in a marketing channel long before seeing your store or talking to an employee.
What is your product/service story?
What are the identifiable advantages to your product and service?
How do customers choose and what’s their next best option?
What tools to they people use to shop?
Is their information that truly matters to your customers?
What is your corporate story?
Do customers already view you as a charitable organization?
Who else is doing something similar to you?
Do you appear genuine and authentic to your audience?
Why is it important to tell your audience about your company?
Crafting marketing messages
Transitioning your brand voice into advertising is a unique challenge into itself. Each medium exists for a different purpose, and your message has to be crafted to each platform.
Social media and conversational tone content
Website content to inform and drive action
Video storyboarding and directing
Blogging and referral content
Expert Advice: Content 101 - Designing your Copy
How to use design to elevate the effectiveness of your copy and drive conversion.
Hiring a Content Strategist
A content strategist is professional consultant like many others. I evualate a project, audit the existing landscape and provide recommendations. The strategy has to take into consideration the objective, constructing an audience complete with demographics and affinities, marketing channels and potential ad costs.
We can also take it a step further and I can help with copywriting and providing direction on graphics, photography and videos.
If you’re struggling to drive results from marketing campaigns, looking to build a new branding initiative or maybe even create a blog, get in touch and I can help.
