How to Create Your Content Marketing

StrategyPart 1: Pick Your Platforms

K

2© StartUp Fashion

HOW TO CREATE YOUR CONTENT MARKETING STRATEGY

BY STARTUP FASHION

FIGURE OUT WHERE YOUR CUSTOMERS ARE

The first step in getting your content strategy in place is to decide on which platforms you’d like to focus your attention. This is easier said than done, it can feel

overwhelming because there are so many options!

The best thing to do is to start small and add on more as you systemize each one.

LET 'S GET STARTED!

Before you make any decisions, you want to figure out where your customers are. There are a few ways to do that.

First, here is a link to a spreadsheet with some social media platform demographics. Take a look at it to help you get an idea of who spends time where. It’s not a hard rule, but it’s helpful to know the average age of platform users and other information along those lines.

Next, check out your competitors on social media and make note of which platforms they are on (or are most active and get the most engagement on). Note, smaller brand competitors are more valuable here because if you’re listing a big brand as a competitor, they are most likely on all the platforms.

Lastly, ask the community that you already have. Do they watch videos? Read blogs? Get lost in Stories?

Based on your research, where are your customers spending their time on social media?

STEPONE

3© StartUp Fashion

HOW TO CREATE YOUR CONTENT MARKETING STRATEGY

BY STARTUP FASHION

DECIDE WHERE YOU WILL START

Below we’ve broken down a lot of the content platform options for you, listing out the pros and cons associated with each. Check off the ones that you would like to start with. Consider putting them into a numerical order and cross out the ones you definitely don’t think are right for your brand and customer.

Your Own Blog

Pros- you own the platform and have complete control the content Cons- it takes work to get the content out there

Facebook page

Pros- a lot of reach opportunity, pretty much everyone is on Facebook Cons- you have to pay for that reach

Facebook Group

Pros- a fantastic way to really connect with your audience, much more intimate than just having a FB page Cons- it takes work. You have to figure out the “why” behind the group, and you have to carve out time to spend

engaging in the group

Facebook Live

Pros- FB is giving a lot of weight to Live videos so your content gets more reach without having to pay, also a great way to interact with your audience in real time

Cons- it’s live and often out of our comfort zones!

Twitter

Pros- great for getting blog posts out there and for sharing good reads with your audience, good if you’re trying to educate your audience in some way

Cons- not really a visual platform so doesn’t have as much impact for fashion brands

Instagram Posts

Pros – very visual, a lot of people are on it, discovery is the focus so things like hashtags help you get found Cons- visual content can sometimes feel hard to come up with all the time, content quality is very important

Instagram Stories

Pros- great way to tell a story without having to create really beautiful content meaning it can have a more personal of-the-moment vibe to it than the regular posts

Cons- only lasts for 24 hours

STEPTWO

4© StartUp Fashion

HOW TO CREATE YOUR CONTENT MARKETING STRATEGY

BY STARTUP FASHION

Instagram Live

Pros- great way to better connect with your audience Cons- same as FB, it’s live and can be super scary to try!

Pinterest

Pros- can directly link to your product sales page, a lot of people use it to shop along with for inspiration Cons- have to create Pinterest-friendly images for all your posts if you really want them to stand out

Youtube

Pros: a lot of reach, video is a very popular form of content and has a lot of pull with Google Cons: video takes some work, you may need to work through some vulnerability issues to get in front of the camera

Now that you’ve checked off the content platforms that you will concentrate on, it’s time to decide on the kinds of content you will post on each platform!

Open up workbook part 2.