15 April 2021

How to build your content framework

“Create content!”

Bet you’ve heard that one before. Or how about this: “Content is king!”

Ugh, we knooooow. And so does every other business owner. Perhaps that’s why social platforms are littered with throwaway content pieces; lazy, rushed articles, stolen photos or badly shot videos. How many times have you scrolled through the digital dustbin today? People will start calling you Oscar the Grouch if you’re not careful. Not us, though. We love you.

Great content is crucial to your brand. It’s a key driver in traffic, engagement and ultimately sales or conversions. If done well it can send your follower count through the roof. It will turbo-charge your site visits and, best of all, create valuable new customers. 

Content is the reason search began in the first place.

@leeodden

BUT (yes, there is a but) it’s important to create content with purpose. Pieces that your audience will want to see and read, that will work hard for you long after they’ve been shared. This is where your content strategy comes in. 

To create an effective content strategy, even if you’re just looking at it from a social media perspective, begin by following these steps… 

Define your goals!

You can’t plan a strategy if you don’t know where you’re headed. Whether you want to create brand awareness from organic search traffic to your blog, or engage your existing customers on social media, you need to be clear about your goals. Set them, stick to them, smash them. We just made that phrase up; you can have that one for free.

Know your audience!

In order to create relevant content, you need to identify your audience. You need to understand who they are and tailor directly to them. And do you know what’s good for this? If we’ve told you once, we’ve told you a thousand times. Brand personas! If you’ve already created some, great! If not, read here to find out more. 

We need to stop interrupting what people are interested in and be what people are interested in.

Craig Davis

Hmmm... content types...

Now you’ve identified your audience and goals, it’s time to create the content that works for you. Visual content engages audiences more than text alone, and creating custom videos are a great way of getting your message across. Infographics help to distill information in a more visual way, and bespoke gifs or stickers are a great way of elevating your presence. (We love a gif, can you tell?)

As well as identifying content types, you must also look at your brand voice and messaging. It’s important that this resonates with your audience and reflects who you are as a brand. Resonance builds trust, and trust builds loyalty. If consumers recognise themselves in your messaging, it’ll speak volumes.

Choose your distribution channels!

Delve into data. Use it to identify the most popular channels amongst your audience. Where do they spend most of their time? Go there. For example, we know that Gen Z festival goers will flock to TikTok, a fashion brand appealing to millenials should focus more on Instagram, and for a B2B business, LinkedIn is key. Different strokes for different folks.

As well as looking at your audience, it’s also good to keep a close look at your competitors and see how their platforms are performing. What do they do well? What can be improved upon? Are their opportunities for your brand? Don’t just look to follower numbers, though - engagement is key. (And for those of you who haven’t heard us say this loud enough - don’t buy followers!)

Create a measurement plan!

Okay, so. We all know that content shouldn’t be created without thought and consideration. Similarly, you shouldn’t  just throw content out into the abyss without tracking its performance. 

More content is not better. What’s the worst-case scenario if we slow ourselves down and do some analysis?

Kristina Halvorson

To understand whether your content helps achieve your goals, you should be measuring the success and failure of all your content. Create KPIs to help you track and measure, and use this information to help refine your content strategy.

Creating content that works for your brand can be a challenge, we know. But following this framework and creating a solid strategy for your brand will result in more successful content marketing campaigns. (You’re welcome.)

Get in touch with us to find out more about how we can help with your content strategy!

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