Why effective content starts with strategy

The stream of thoughts on your personal social accounts might look something like this:

Hey, I made a really great coffee. 

Sunday Funday. 

Ah-maz-ing dinner!

Crazy day at work. Zzzz

Look who I bumped into!

Your friends and family (usually) enjoy seeing your random musings and knowing what you’re up to. But when it comes to your professional content, you need to really think hard about what you’re sharing and why. 

You need to define the thread that strings together all of your content. That is, you need a long-term content strategy: a cohesive narrative so you can connect deeply with your clients, let them know exactly what you can do for them, and ultimately, reach your business goals. 

But you know what you don’t need? 

To do exactly what your competitors are doing. You know your customers best. Your strategy should be authentic, consistent and serve the needs of your clients. That way you’ll focus your efforts on what matters most to your audience.

Forget the formulas

You don’t have to be on every channel, 5 times a week, multiple times a day. You don’t have to have a lead magnet, a blog, a podcast and a newsletter. You do have to figure out what works for you and your audience, and stick to it. 

What are your customers’ pain points? How can you help? Where are your audiences – on TikTok or LinkedIn and which podcasts are they listening to? Where do you like to be on social media? Do you like to write or do you prefer speaking into a mic?

We always recommend that your content represents you and your business. For good reason: the popularity of authentic content is on the rise. That starts with an authentic content strategy.

Your authentic content strategy

Creating a content strategy that is fit for you and your business starts with getting clear on your audience – who they are, where they are getting their information and who else they are listening to. You’ll want to tilt the magnifying glass your way, too – what type of content do you like to create? Which channels are you most likely to stick with? Which platforms are best suited to your message? 

The deeper you go, the more personalized your strategy. All of which can bring many benefits:

  1. Streamlined efforts: You choose your channel, type of content and frequency. Then use and reuse your content multiple ways.
  2. Standout story: Your business has a story to tell. Define what makes you unique and you’ll stand above.
  3. Focused messaging: Know what you’re saying AND who you’re saying it to. What is the most important thing you need to communicate? Run with it.

Remember, your time is valuable. If you’ve got a small business, you can’t be everywhere at once, posting and responding on all platforms. Customize a plan that is manageable for you. Stay consistent with it and you’ll see results.

If you’d like to partner on creating a tailored content strategy that’s a right fit for you, your business and your audience, let’s talk.

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