Every company has a story to tell. Your story makes your business unique. It is a reflection of who you are, and what your company stands for. It expresses your personality and creates unique experiences for your customers.
What's your story?The content strategy process starts with defining your brand or company story. So, how do you build your story? Here are 3 simple steps to get things started:
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1. Develop a Strategic Messaging Framework
The Strategic Messaging Framework serves as the blueprint for all digital content, marketing initiatives and communications. It creates the key messages that communicate your story to your target audience. The framework also builds on the “WHY” of your business – why you do what you do, and why your company was established in the first place.
The messaging framework will answer these 3 main questions:
The messaging framework will answer these 3 main questions:
- What is the main purpose of your business?
- What makes your business unique?
- How do you uniquely serve your customers?
2. Create your Buyer Personas
Creating buyer personas helps us better understand your target customers. It enables us to ‘humanise’ the content that needs to be created – taking into account your persona's backgrounds, pain points and goals.
Defining the target market
Why customers choose you
Current information flow
Defining the target market
- Who are your ‘real’ customers?
- What are their main challenges / needs / problems?
- How do you currently address these challenges / needs / problems?
Why customers choose you
- What value do you provide customers / prospects?
- What do customers say about you? Why do they choose you over competition? Why do they stick with you?
Current information flow
- How do you currently deliver relevant information to customers and prospects? Brochures? Website? Face-to-face presentations?
- Where can you find your customers and prospects? Online, social media, events?
- What sort of information are they looking for? What type of content do they consume?
3. Build overall Themes & Keywords
Based on your Messaging Framework and Buyer Personas, we can develop the main Themes & Keywords. This process will not only help define the keyword strategy for SEO and search purposes, but also guide our content calendar planning.
Content Strategy Process
Move on to Part 2: Content Audit & Mapping
- Develop overall themes that would be in line with your service offerings and address the specific needs of your buyer personas
- Establish the topics that support these themes
- Do the necessary Keyword Research based on the themes & topics (establish the best key terms to use)
Content Strategy Process
Move on to Part 2: Content Audit & Mapping
