How to create a content strategy for ANY brand

Content Pillars: What category/buckets does your content fall into?

Distribution Channels: Where are you going to distribute the content?

Topic Ideas: Where are you going to find ideas?

Audience Research: Where and how does your target audience hang out?

• What do you want people to associate your brand with? Keep to 1 - 3 pillars to prevent confusion
• Pillars should support your overall brand and messaging
• Pillars should be tied back to your offers (products and services)

Recommended reading:

• Building a Story Brand by Donald Miller

Focus on:

• 1 long-form channel (YouTube, blog, etc.)
• at least 1 short-form channel (Twitter, Tiktok, etc.)

Focus on long-form content first. Make it well-thought-out and valuable to your audience. Why:

• Drives content & SEO strategy
• Easier to "cut it up" into short-form content, compared to creating many pieces of short-form content

Some sources:

• Answer The Public
• TubeBuddy (for YouTube)
• Noticing current conversations on Quora, Reddit, Twitter, etc.

As you find ideas and topics, think about:

• Are any of these relevant to your brand?
• How can you reframe this from your perspective?
• How can you add value to the conversation?

Conduct demographic research:

• Which platform(s) are your target audiences hanging out in?
• How do they engage on those platforms?

Examples:

• Gen-Z: Tiktok
• Professionals: LinkedIn, Medium

Strategies: Long-term decisions like planning your content calendar

Tactics: Short-term decisions like optimizing content formats for the algorithm

• Nail your strategies first, then use them to inform your tactics.
• Don't force strategies or tactics if you/your audience doesn't like it