What is strategic content and why is it important?
- Strategic content means you think before you post something online
- Strategic content means you consider what kind of a reaction you will get when you post something
- Strategic content means each thing you share online is part of a much bigger goal. Like a jigsaw puzzle; each piece has a part to play in the overall goals of your business.
Whether you want to open your own hair salon, teach kids how to play tennis, or open a 5-star restaurant in a flashy location- chances are at some time or another you will want to get on the internet and post something about your new business. This might be to places like facebook, youtube, instagram or snapchat…or it may be via a blog or your own website.
When this happens it is going to be awfully tempting to just get on out there and start building these things.
Post a photo on facebook….upload a video to youtube…add some written pages on content to your website….all of these things are great for your business and many people will tell you to do them…but do you know the reason why?
Why are you posting the picture on Instagram? Why are you posting it today and not tomorrow? Why have you used the particular filter you chose and not the other?
And the video to youtube?
Why have you shared that video? What are you hoping will happen when someone sees it? Why did you write the title the way you did? Why did you choose the thumbnail image instead of making something different?
All of these questions are valid when you start creating content which is strategic rather than randomly posting things online for not particular reason.
Some people will not want to do this (create strategic content) because it is an incredibly time-consuming process.
Rather than randomly posting things ad-hoc whenever the mood strikes you and waiting with bated breath for your video pr post to go viral, there are certain things you can be aware of, which will help you get the reaction you want from your audience.
Before we go too far though, let’s be open.
When we create strategic content, the number #1 lesson is always about your people.
Now you’re people maybe your “viewers”, or your “fans” or your “friends” or your “customers”, but whichever name you want to give them, they will always be your people.
And you want to always remember this.
Your people are real people.
With real emotions.
So if you want to make content and share it online, and especially if you want to make strategic content, then this is the first lesson you always need to keep in mind.
RULE #1 Only create and share content when it will not harm another person.
Seems like a pretty simple rule huh?
And in theory, it is, so we ware not going to harp on this much more in this chapter, but it will come up again later down the track.
For now though, let’s go back to looking at what strategic content is, and why it is important.
Strategic Content is like a jigsaw puzzle.
When business owners or people who run a side hustle want to get online, there is a usually a reason behind it.
It might be:
you want to let people know about the products you make
You want to share important information (like an address, or an update or sale etc)
You might want to market your products or sell them online or anything else, and all of these reasons are valid and worthy, and all of them can help you achieve your goals.
This book, however, is going to teach you to look at what you do online in a way you may not have considered before….by thinking of everything you are going to create and share online as part of an overall jigsaw puzzle.
Originally when you start creating strategic content your jigsaw puzzle will be blank like this.
In time, however, the more you add to it, the more valuable it will become.
You might start to think of it a little differently.
More like this:
And the reason is because when you make your content with strategy, then it becomes valuable.
It becomes valuable not only because of what you’ve made but also because of what you can use it for….
To build a bigger customer base of people who want to hear what you have to share with them.
In time, if you treat your people or your audience correctly with thoughtfulness, kindness, and respect, eventually you will earn the right to engage with them and talk to them.
Like most business relationships, over time you will build trust, and when the time is ready if they need something, they may seek you out in purchasing your products.
And if you have 1000 people who spend $25 per week for one year then you will have a business that has a one million dollar turn over.
Yes. You heard me correct.
If you have 1000 people who buy something to the value of $100 per month (or $25 per week) for each week of the year….then you have a million-dollar business.
So now we understand how content strategy can be used, let’s look at how you can begin building your own content strategy to use in your business.
Let’s set some more rules.
We know that rule #1 is: Only create and share content when it will not harm another person.
But there are other rules you need to adhere to as well to keep things running smoothly.
Rule #2 is: Everything you publish and distribute online and offline, must contribute to the overall goal your business has decided on achieving.
Content Strategy like fitting together pieces of a jigsaw puzzle, and it’s only possible to do this if you take the time to outline this key message in your content strategy, so be sure to make sure you start with a goal.
If you are brand new to goal setting, start with the book of goal setting related to the card of Fabler.
Goals and Measures
When you devise your content strategy, your main goal for part 1 is to:
- Set a Goal and then
- Track if you reach that goal.
For most people when you begin, this will be too overwhelming to do both tasks immediately, so I encourage you to “just start” with the “set a goal” bit and then once the basics are in place, wait a little and then move onto the “track if you reach that goal” part, otherwise, what can happen is that too many pieces of the puzzle are all over the place, and you can’t learn the basic building blocks.
So now you know the first assignment is for you to set goals and determine whether or not you’ve reached them.
The next part is to define exactly how to do that.
The answer is to begin by creating specific goals that are achievable and measurable, and then to tailor your strategy to meeting those goals.
This means once you decide on the goal you want to achieve, from that point forward, any and all marketing goals should be in direct alignment with the goal you chose.
This means if your goal is to create more money from your website with a customer base of corporate men in their 50’s, then posting random cat videos is not going to help you achieve your goal.
When setting goals, remember, make sure they are SMART goals.
Your Target Market
Part of developing a content strategy is to identify who you want to help with your content and the reason why this is important.
It is very difficult to create content for your customers if you don’t know what kind of content they need to help solve their problems.
A good content strategy will outline as much detail as possible about your past, present and future customers.
This includes demographics, pain points, hopes, dreams, preferences, learning styles, personality, etc.
The more information you can use to paint a portrait of your typical customer, the better.
You will study this a little further down the track when you delve into the ideal customer chapter, but to give you a rough idea of what you are looking for, check out a worksheet from the Hummingbird Workshop below:
The Resources You Need
As part of your strategy, think about the type of content you’ll create early on so you can assess what resources you need before you need them, and you can also do a content audit too.
This is where you go back through old content either in your vault or on your website and make a list of what you have and whether you can use it/ re-purpose it going forward.
Your content strategy should start with your readers and focus on their needs and interests.
Want to get started on creating your own content strategy?
Use the Content Strategy worksheets to do the following
- Outline the key message you want to convey throughout your content marketing.
- Define your target market in as much detail as possible. Create an individual profile that represents your ideal reader.
- Set your content marketing goals. Choose key metrics that will determine whether you’re reaching your goals or not.
- Make a list of the key types of content you want to create and where it will be published.
- Assess your skills and resources to decide what help you’ll need when you put your content strategy into action.
The workbooks listed in this article which can help you at this point of your journey are:
Who is your ideal customer?
You can find them at The Prosperity Project Website.