Every movement begins with a moment.

Creating Content Based on Your Content Strategy

Posted 2 June 2015 9:00 AM by Paige Niedringhaus

Source: Flickr, birdzhavefangs

Hello again. This is the second installment of a three-part blog series about content strategy and how brands can make it work for them. In my first post, I talked about developing a solid content strategy for your brand. Now we’re going to explore how to create content based on that strategy.

If you recall from the previous post we:

  • Conducted internal and external consumer audits to understand your brand’s strengths and goals
  • Assessed the competitors’ angles and the industry as a whole
  • Identified the most critical element of the content equation: What your consumers care about in their decision journey

Combined, these insights allowed us to identify whitespace opportunities for your brand. Now we’ll talk about how you can get into (and ideally own) those whitespaces.

Using Your Content Strategy to Create Content

Whether it is moving someone further down the consumer decision journey (pictured below) or overcoming a brand’s business challenge, content’s ultimate goal is to solve a problem. In the end, it doesn’t matter what type of content it is so long as it fills that need.

Brands create good content by focusing on the insights gained from research: what the landscape looks like, what the competition’s doing, what the audience wants and what stories a brand can speak about knowledgably. It may (or may not) seem obvious, but in content strategy, the brand takes a backseat to the story. When you do it right, your brand is telling a story, answering a question or sharing knowledge that no one else can. 

Based on what challenges your brand needs to solve (e.g., getting people try a dog food or talk about a new technology to their friends), we develop content strategy buckets where your brand and the consumer intersect. Then we fill those buckets with pieces of content — however big or small — that answer that need. But it has to be quality content.

Remember, the online world is populated with people who have an insatiable appetite for good content. They must be fed constantly. If that prospect seems overwhelming — cooking and serving up a never-ending buffet of relevant, compelling, quality content that your consumers can dine on and share 24/7 — don’t fret. You don’t have to do it on your own.

When it comes to generating quality content, Moxie recommends focusing on the three C’s: creation, curation and collaboration.

  • Creation – Original content developed by your brand that is distinctly, recognizably yours
  • Curation – Content related to your brand that is acquired from trusted, third-party partner sources (e.g., blogs from existing business partners, articles from publishers like Fast Company or Business Insider, thought leadership pieces from leaders in the industry, etc.)
  • Collaboration – Content generated on your brand’s behalf by partners (e.g., an agency, the media, PR firm, carefully selected social influencers, etc.)

By balancing the three Cs, you’ll be able to serve up a steady stream of great content that will weave a compelling brand story while meeting your consumers’ needs.

Once you know your audience and what it wants — which will become progressively clearer as you evaluate your previous content’s performance — you can tailor your content more precisely for better engagement. Just remember to continually create, test and optimize based on feedback.

To recap, you now (1) have a content strategy guided by insights, (2) know what challenge/need your content can solve and (3) understand how to generate quality content to answer that challenge/need. But where do you distribute this content for the greatest impact on digital and social? I’ll answer that question in my third and final installment of this series.


Add your comment






#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities data tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary


Error: All fields are required.