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:

- PURPOSE
- GOAL
- DISTRIBUTION STRATEGY
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)
Resourcing:

- 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? ⬇️⬇️⬇️

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