Marketing 101: Content strategy in the early days

- where to focus
- how to measure
- resourcing, etc

A thread //
Where does this fall in your brand strategy vs. marketing plan?

Brand Strategy: Who you are
Marketing Plan: How you will win
Channel Strategy: How you will execute across your chosen channels
Content Strategy: the types of content you'll produce
Having an editorial calendar for your channel owners will be key.

Google calendar is fine for this in the early days.

Showing which content is coming up will help your channel owners plan around these topics + repurpose.
Who owns the content strategy?

If social owns it, you'll miss SEO opportunities.
If SEO owns it, you'll likely miss killer UGC/social content.

In the early days this usually falls on the CEO or Head of Comms/Marketing.

Someone needs to be the owner! Make it known.
3 types of content buckets:

Hero content: tentpole content / supports brand mission
Hub content: regularly scheduled content for engagement/impressions
Help content: they are searching, you are answering
Start with ideation:

Think about all the different topics that could be of interest to your audience. You won't get to all of them at once but it's important to have an ongoing list of ideas to tap into.
Every piece of content have 3 things:

Hot take: In the early days, try and repurpose your content across multiple channels. (SMMs don't @ me)

You are tight on budget and can use an SEO article as an email copy + social captions + the script for UGC videos

Try and squeeze the most out of every piece of content.
Types of content include:

- blog posts
- audio / podcasts
- digital (SEO)
- email / newsletters
- video
- social media

So where do you start? ⬇️
Two tools to use:

1. T-shirt size impact
2. Measure Impact vs. Effort

How many eyeballs will this piece of content roughly get you (t-shirt size S,M,L,XL) and can you repurpose it (more eyeballs)

Measure that against the amount of effort it will take ( $ + production + time)

- spend against the high impact items
- high production is NOT necessary in the early days

For me: I have an amazing writer producing SEO articles that I am cutting up for email newsletters + social copy
Keep your content organized!

Keep a google sheet / airtable of all your content as it's being produced. Every article / listicle, podcast, etc.

This will be key as you scale and can optimize / put paid behind it, resurface to new audiences
Use your brand pyramid to align on sentiment, tone and emotion.

Reminder: memes & photos ARE content too!

It's important to think of multimedia as part of your content strategy.
Decentralized + ambassador content creation is increasing:

Take a nod from Barstool, Glossier, Morning Brew and find people to be the face of different content segments.

I predict the "people behind the brands" will be a hot marketing trend in 2021.
Ok not sure if this one was helpful but keep the feedback coming!

What other topics should we discuss? ⬇️⬇️⬇️

• • •

Missing some Tweet in this thread? You can try to force a refresh

Keep Current with Amanda Goetz

Amanda Goetz Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!


Twitter may remove this content at anytime! Save it as PDF for later use!

Try unrolling a thread yourself!

how to unroll video
  1. Follow @ThreadReaderApp to mention us!

  2. From a Twitter thread mention us with a keyword "unroll"
@threadreaderapp unroll

Practice here first or read more on our help page!

More from @AmandaMGoetz

17 Sep
Companies that view personal brands as liabilities and not assets are missing a huge opportunity.

It’s 2020. You no longer “own” your employees.

Tips for employers ⬇️
Support your employees on SM from your brand accounts.

Help them gain visibility when they talk about the brand or anything related to your industry!
Share posts w/i company comms to show you see their content and encourage it!
Read 6 tweets
8 Sep
Marketing 101: a startup guide to building your first marketing calendar

Thread 🧵 //
Note: a common mistake is trying to “fill” a 12 month calendar

A marketing calendar should focus on fewer campaigns with multiple amplification moments.

Strive for 1-2 big “campaigns” a quarter and build content plans before and after it to extend message.

micro moments are not the same as a campaign and happen at higher frequency

Things like “national cat day” it “April fools” etc might span multiple channels but only take place for one day and require coordination.
Read 12 tweets
31 Aug
PR 101: earned media for early stage companies

❔ When to start
🤷‍♀️ How to start
⚖️ How to measure
And more

Thread 🧵//
PR can be seen as a vanity channel but, if timed right, it can help amplify brand and conversion metrics.

PR is a type of earned marketing - you aren’t paying for it and your don’t own the channels where your brand and product are being discussed.
PR is NOT just press releases.

It’s about ongoing relationships with the right media outlets for your brand.

Media relations = Human relations
Read 16 tweets
24 Aug
Early stage marketing goals / channels / team structure

A thread 🧵//

In the beginning your marketing funnel is simply 3 things

Awareness (do people know you)
Acquisition (do they starr)
Conversion (do they finish)
Different channels support different parts of the funnel.

Don’t have unrealistic expectations.


PR is great for awareness (lots of eyeballs), not great for conversion.

Ads are great for acquisitions (high intent), not great for awareness.
Read 11 tweets
17 Aug
How to build a marketing plan from 0-1: beginner’s guide

// thread 🧵
Reminder: a marketing plan is NOT a brand strategy.

Brand strategy is WHY you will win.
Marketing plan is HOW. The plan is the levers you will pull to hit your goals.
A simple marketing plan contains 3 components

1. Brand goals / OKRs
2. Strategy TL;DR
3. Channel strategy / goals / OKRs
Read 13 tweets
10 Aug
How to build a brand strategy from 0-1: a beginning guide

// 🧵
Reminder: brand strategy should be done WITH your head of product vs presented to them.

This creates buy-in and alignment on why this is important.
Brand strategy is NOT a marketing plan.

Brand strategy is WHY you will win.

Marketing plan is HOW: levers you will pull to hit your goals.
Read 11 tweets

Did Thread Reader help you today?

Support us! We are indie developers!

This site is made by just two indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3/month or $30/year) and get exclusive features!

Become Premium

Too expensive? Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal Become our Patreon

Thank you for your support!

Follow Us on Twitter!