Every movement begins with a moment.
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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:
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
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.
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.
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