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Building Blocks of Content Strategy
Content Pillars: What category/buckets does your content fall into?
Distribution Channels: Where are you going to distribute the content?
Topic Ideas: Where are you going to find ideas?
Audience Research: Where and how does your target audience hang out?
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Content Pillars
- What do you want people to associate your brand with? Keep to 1 - 3 pillars to prevent confusion
- Pillars should support your overall brand and messaging
- Pillars should be tied back to your offers (products and services)
Recommended reading:
- Building a Story Brand by Donald Miller
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Distribution Channels
Focus on:
- 1 long-form channel (YouTube, blog, etc.)
- at least 1 short-form channel (Twitter, Tiktok, etc.)
Focus on long-form content first. Make it well-thought-out and valuable to your audience. Why:
- Drives content & SEO strategy
- Easier to "cut it up" into short-form content, compared to creating many pieces of short-form content
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Topic Ideas
Some sources:
- Answer The Public
- TubeBuddy (for YouTube)
- Noticing current conversations on Quora, Reddit, Twitter, etc.
As you find ideas and topics, think about:
- Are any of these relevant to your brand?
- How can you reframe this from your perspective?
- How can you add value to the conversation?
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Audience Research
Conduct demographic research:
- Which platform(s) are your target audiences hanging out in?
- How do they engage on those platforms?
Examples:
- Gen-Z: Tiktok
- Professionals: LinkedIn, Medium
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Strategies VS Tactics
Strategies: Long-term decisions like planning your content calendar
Tactics: Short-term decisions like optimizing content formats for the algorithm
- Nail your strategies first, then use them to inform your tactics.
- Don't force strategies or tactics if you/your audience doesn't like it
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CURATED BY
Developer of solutions, people, and self / Living in 7 countries in 4 years of CS undergrad at Minerva University
CURATOR'S NOTE
As a beginner (noob), this video provides a good overview of what I should be thinking about when crafting a content strategy.
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