How to Create Your Content Marketing Strategy ... How to Create Your Content Marketing Strategy Part

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Transcript of How to Create Your Content Marketing Strategy ... How to Create Your Content Marketing Strategy Part

  • How to Create Your Content Marketing

    Strategy Part 2: Choose Your Content

    K

  • 2© StartUp Fashion

    HOW TO CREATE YOUR CONTENT MARKETING STRATEGY

    BY STARTUP FASHION

    Once you’ve decided which platforms you’re going to focus on, it’s time to figure out what kind of content you’d like to create.

    To do this effectively, you want to take into account not only your brand personality but also your customer’s needs and interests.

    LET 'S GET STARTED! What is the goal with each of your content platforms? I know that ultimately, you want to get sales. But remember, sales often stem from relationships so break down each platform with a specific goal.

    Example: Instagram Post Goal - email list sign ups, Pinterest Goal - direct sales, Blog Goal- email sign ups and direct sales (depending on the type of post), etc. The point here is to have a focus and clear action for your audience to take.

    Possible goals: direct sales, email signups, brand/customer interaction

    List Your Content Platforms and Goals:

    Once you understand your goals, go through the following questions to help you understand what kind of content make the most sense for your brand and your audience.

    Describe your brand personality. If you haven’t gone through the Brand Identity Business Collection yet, I suggest you put this on hold and go do that one. Once you’re ready, describe, in detail, the personality of your brand.

    What would you like to be known for?

    http://community.startupfashion.com/pages/collection-brand-identity

  • 3© StartUp Fashion

    HOW TO CREATE YOUR CONTENT MARKETING STRATEGY

    BY STARTUP FASHION

    What problem are you solving for your customer? Or, what are you bringing to their life?

    What are your customer’s interests? How do they like to spend their time? List at least 15 things you know about them.

    What questions do they need answering?

  • 4© StartUp Fashion

    HOW TO CREATE YOUR CONTENT MARKETING STRATEGY

    BY STARTUP FASHION

    What do they need to know or believe in order to be ready to buy?

    If you’ve already been posting content, what former posts have gotten the most love?

    4 Types of Content

    Expertise: news/trends, your experiences, your background, can be controversial

    Relatability: behind the scenes, mistakes you’ve made, struggles, throwbacks

    Emotion: stories, before/after photos, life once they’re wearing your product

    Fun: weird or silly, what if, opinions, stories, questions, polls

    Your goal is to create content that across all four types.

  • 5© StartUp Fashion

    HOW TO CREATE YOUR CONTENT MARKETING STRATEGY

    BY STARTUP FASHION

    Now check off the content formats that most interest you and that you think tie into your brand and your customer the best. Start small and add on as you’re able.

     Images/Photographs of your brand and process

     Podcast on topic that makes sense for your brand and also your audience

     Graphics or Illustrations

     Interviews either spotlighting your audience or people your audience is interested in

     Videos wither with you or with members of your audience

     Micro Videos – short clips that entertain or present value

     Long-form writing- this could be in a blog, a ‘zine, a study, or a paper

     Statistics- particularly good if you’re cause-focused

     Memes- fun, entertaining snippets

     Prompts/ Discussion Questions on topic that interests your audience, a great way to demonstrate your brand values and point of view

     Resources/ Education- sharing good reads, infographics, and other information

     Style Guides- showing how to wear something

     Inspiring Quotes- great if your audience has a common struggle

     Behind the Scenes- be careful with this, too much of it could cause you to forget about focusing on your audience

     Other:

    Pro Tip: Do your best to create Evergreen Content – content that is relevant all the time. When working on content ideas ask yourself, is there a way I could make this evergreen?

  • 6© StartUp Fashion

    HOW TO CREATE YOUR CONTENT MARKETING STRATEGY

    BY STARTUP FASHION

    Now, create a list of 3 specific content ideas for each type of content (expertise, emotion, relatability, and fun). Include: the idea, which platform, what format, and anyone else that needs to be involved.

    Content Formula

    All effective content follows a basic format and you should follow this formula whenever you are creating any piece of content.

    Attention Grabber (statement, opinion, or questions) Content (brings a lot of value)

    Call to Action (what you want them to do)

    Content Assessment Questions

    With each piece of content you create, ask yourself these three questions:

    How can I make it the best?

    How can I inspire action?

    Am I impressed by it?

  • 7© StartUp Fashion

    HOW TO CREATE YOUR CONTENT MARKETING STRATEGY

    BY STARTUP FASHION

    Based on everything you just learned, choose one of your ideas and create it in full!

    Now that you’ve got all these great ideas, it’s time to create a plan to make it happen! Move on to Workbook 3.

    List Your Content Platforms and Goals: Describe your brand personality: What problem are you solving?: What are your customer’s interests?: What questions do they need answering?: What do they need to know?: c6: Off c7: Off c8: Off c9: Off c10: Off c11: Off c12: Off c13: Off c14: Off c15: Off c16: Off c17: Off c18: Off c19: Off c20: Off Other: Save: What former posts have gotten the most love?: Create a list of 3 specific content ideas: What would you like to be known for?: Choose one of your ideas and create it in full: