So why do content strategists demand more money than social media
A good content strategy will intentionally
Content strategists are like Chefs. They take several ingredients, give them time and care to create a masterful result.
Stephanie M Scott
The Ingredients:
- Data analysis,
- Working knowledge of technological advances,
- Limited resources,
- A keen understanding of brand messaging,
- Audience empathy,
- Strategies to connect it all of in an elegant way.
They ALSO have an ability to incorporate the ideas of a team to keep everyone’s contributions inspired and have a willingness to fight for resources to featured content creators that will elevate a plan at strategic moments. It’s no wonder that when done particularly well it inspires a sense of pride by all.
Although there are plenty of ways to make a Content Strategy complex, successful content plans must hit just a few core elements. It c
These are my lessons and cautionary tales based from Content Strategy Mishaps over the years…
Do not loose sight of your USP (Unique Selling Point)
In your business plan, you identified why you’re particularly well suited to provide a brand offering. Your competitive advantage or USP is at the core of why you are devoting time to content. Telling this story well, connecting it to a customer’s needs is how you connect message to purpose.
It is too easy to forget. Don’t. Translate your USP into questions about the content and review them every few weeks.
Know your Audience
This begins by understanding where they are in their buying process to make sure you are satisfying their needs and curiosities where they are now in order to capture their limited attention and valued trust.
Remember people do not skip steps when considering a product or service so once you understand a goal for your content, you also know what questions your audience are likely the most curious about and what search words they are likely using to find you.
Knowing how your audience likes to consume content will take time and a bit of experimentation so ensure there is flexibility built into the plan. Try this, once per week review your content for best received and build out content that is appropriate on many platforms. You may be surprised which platforms ( link t guest post) are the best for finding audience. As little as 1/ 2 day each week refining your most powerful messaging will secure you the most success. Data must drive decisions.
Content must feel connected to the brand
I love brand guides because they make great checklists to ensure the subtle but powerful indirect messaging is on point. Perhaps I like brand guides because I understand that they are meant to guide not lead all decisions. It means when I choose to break the guideline, I must know exactly why I advocate for the change. Purpose is essential.
Brand integrity is so important. Your content will likely find a stride in the repetition and content extensions offered over time so having all of the parts feel connected comes from paying attention to tone, colour, messaging brand consistency. This is also why I believe a story strategy is a great way to keep the messaging elegant and connected.
Incorporate a clear metric to measure progression to the main goal.
Metrics need to be considered in the beginning. You can add website links, choose headline to draw your audience through the content and remind an audience to take an action. UX decisions and strong messaging will encourage positive results and they can not be an an afterthought but hey can be supported in good research.
A clear- written- goal is essential
Often, when the team and stakeholders are unclear of the goal or do not understand the depth of experimentations needed to encourage action with their expectations grow. Managing these expectations is essential. Even a beautifully designed plan can fall liable to wasted resources based in chasing communication instead of resources that matter to results. So be very transparent, write it down and discuss it for clarity early.
I’ve learned to start with a discussion from the stakeholders based in open-ended questions are clarified in rough examples they can see. Just make sure your examples are clearly unrefined. Trust me, you will thank
I like using building action plans. You may find this a useful addition to your workflow.
Teamwork can keep you on track
Your team will give you perspective. It is much too easy to convince yourself that a good idea is great if it is not challenged constructively. Creative works will always be criticized and you want to get these criticisms out before time and money is allocated. Involving the team is the 1st steps will create advocacy if everyone feels heard.
A content strategist working alone will fail. If you are alone, seek others thoughts. They do not need to be part of your company. Masterminds groups are powerful resources here.
This is where I feel it’s important to nurture a team ability to take on the content and make it their own. A supportive word can turn the direction of a campaign. It’s also why seeding content with positive comments and engagement can fuel content and how building a community should be part of every plan.
Content in an age when you can find anything on google is a challenge.
Don’t forget to reach out for support and be generous with your time helping others achieve their goals too. If you feel I’ve missed anything, or feel I can assist your goals, please reach out to me directly. I’d be honoured to help.
I believe in your ability to achieve great!