Content Strategy Framework
Creating a content strategy can be as easy or as difficult as you believe it to be. I’m not a big fan of feeling overwhelmed so I adopted a three phase content strategy framework.
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Audit + Analysis
Competitive Analysis
Audience Analysis
Consumer Interviews
Persona Development
Team Workshop -
Define Success
Marketing + Content goals
Objectives + KPIs
Define Target Audience
Style Guide
Content Formats + Pillars
Define Distribution -
Content Calendar
Toolbox + Resources
Project Management
Content Creation + Distribution
Reporting
Brand Message Guidelines
Research
“If we knew what it was we are doing, it would not be called research, would it?”
Research should be number one on the list when starting a new project. It’s actually my favorite part of the framework process along with brainstorming. We’ll start this phase with an audit of all existing content. Past newsletters, pins and posts. Be sure to include a list of strengths and weaknesses of how the content performed. Did the content receive any feedback?
Next up is an analysis of how this content is performing. Did it get a high open rate? Did the Facebook post flop? Keep track of any patterns or consistencies with your brand message.
Now, it’s time to check out the competition. Analyze how they approach content creation, production and customer service. Take a look at your audience, do they follow your competitors? What are they saying on social media or to customer support? Set some time aside to speak directly with your consumers in an interview. Take note of their interests and pain points.
Work with a team? Set up a workshop uncover what your team members have to say. This is more in-depth than a meeting. Get the word on what’s happening internally.
Strategy
The beauty of this entire strategy is the ability to define our own success. Whatever success looks like to you, hold on to it tight and stay true to your vision.
How do you define success?
Really get creative with your answer. This will help manifest successful opportunities in your life.
Create a vision board
Write a list and keep it in your bag
Put a note on the mirror and read it daily
What are the goals for your brand? What is the purpose for creating content? What do you hope to achieve with marketing?
With the answers to these questions, we can define brand objectives and KPIs.
The consumer analysis will help develop target audience personas.Who is the content serving? Create a full profile of who your target audience is. This next step is another one of my favorites.
Developing a style guide. Go into as much detail as possible. Include your brand story, logo, color palette, typography, imagery, and voice. Use this information to define content formats and pillars.
How will the content be used?
When defining content distribution, include platforms, types of content, scheduling and planning software.
Process
“A goal without a date is just a dream.”
Put it all on the calendar.
Be sure to add important launches and holidays. If it aligns with your ideal audience and brand message, add it to the calendar. This is the roadmap for when and where content is published.
Have a list of tools that will help get the project done. Include all the tools for like Asana for project management. Add programs and software that will be used for content creation including Canva, Grammarly, and Unsplash.
Where will the content be distributed? This may change as your brand grows. It’s important to have an idea where your target audience will meet you online. Will it be on social media or blog?
What about analytics?
Consider what metrics are important to help your brand grow and meet its goals. Many content platforms integrate with analytics or offer their own insights.