The main key to great content is purposeful strategy. Whether the content that is created is video for YouTube, blogs for a site, or solid social media posts, the content has to be quality and engaging. The way that brands are able to create content with these two traits is by focusing efforts around the brand’s purpose and strategy.

Let’s start with purpose, as any brand should.

1 | Identify the Purpose

Every business is started with a “why” — a reason for starting the company, a problem being solved by bringing the company to life. Pinpointing this reason is step one. Next, it’s important to strategize how the business can solve these problems and make an even bigger impact while inspiring an audience to trust and support in this purpose and mission.

2 | Pick a main channel

There are so many options for delivering content these days — blogs, podcasts, videos, Instagram, Facebook, Twitter — it seems neverending. However, a huge key to generating QUALITY content is to make sure that efforts are very focused. Never neglecting the other chosen channels but always having one channel as the primary source of communication. Is this a product based brand? Maybe beautiful lifestyle shots on Instagram is the best route. A service based company? Tutorials and educational videos on YouTube may be the way to go. There are plenty of options which is why starting with purpose is key as that will be the guiding principle for these decisions.

3 | Develop a clear strategy

This part is probably the most daunting part. However, developing a clear strategy will be the guide posts for when business is booming and content needs to be pushed out quickly but still have that quality feel to it.  There are seven steps to develop this strategy:

  1. Define a goal
  2. Conduct persona research
  3. Run a content audit
  4. Determine a content management system
  5. Brainstorm ideas
  6. Determine the type of content
  7. Publish and manage

4 | Implement a system

A system will look something like brainstorm topics, create, edit, publish, market. However, there are tools to help accomplish each of these pieces. Check out some of these tools to help:

  • For brainstorming topics — HubSpot Blog Idea Generator
    • Also, to start quickly, check out these ideas that we’ve curated for you here!
  • For creating with ease amongst team members — Google Docs
  • For help with publishing and tracking efforts — CoSchedule
  • For marketing — integrate push efforts through CoSchedule so that the content gets pushed out to the other channels or utilize the email subscribers list that’s been built in a system such as ConvertKit

5 | Publish and Market

Content created is nothing if there isn’t a system for getting it in front of viewers. Making sure there’s an easy way to move from completed content to marketing, is very important. Whether it’s through social media, email marketing, or digital ads, there has to be a way to get the content in front of the people who need to see it.

Are you excited to get started  with your content plan?

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