10 questions to ask yourself while creating a content strategy
This past week I stood in front an ice cream aisle for 30 minutes figuring out which tub of ice cream to choose. I was paralyzed by all the different choices due to the many ice cream brands, flavors & styles. There had to be over 50 options from Tillamook, Umpqua Dairy, Bryers, Haagen-Dazs and many more!! I was able to come to a decision! I went with my all time favorite ice cream brand: Tillamook Country Creamery Association.
I had a light bulb moment. I was surrounded by all these different businesses selling the same product. It made me start to think…
What is it that sways customer loyalty?
Price point
Customer satisfaction
Brand values, mission & story
Whatever it may be, there can be a deeper reason why we choose a business over their competitor which could be a brand’s content strategy! A strong content strategy can move a business forward because it presents the brand’s image.
In this blog post, I will be sharing 10 key questions to guide you in forming a kick ass content strategy for your business or organization. I will be referring a lot to a fiction made ice cream business called, “Susan’s Ice Cream”. I hope these examples get your ideas flowing!
Content Strategy:
Who is my business?
”We are Susan’s Ice Cream - established as a Farmer’s Market idea to now a grocery store hit!”What is your story & why did you get into business?
What do I want to be known for?
”Susan’s ice cream wants to be known as the brand that started from a Farmer’s Market idea to now a nationally recognized product sold at Whole Foods, Fred Meyers, & Safeway.“When people see your brand what is the first thought that comes to mind? If you are able to be specific & think in their shoes, your answer can provide a strong blue print to creating an effective content strategy. You might think your business is the best ice cream business because of years of sacrifice & tears. However, the everyday person may see you as “just another ice cream business”.
Who do I want to reach? (be specific)
“Susan’s Ice Cream wants to reach national grocery store outlets & target those who value the nutritious foods they consume.”
Who are my competitors? Are there businesses or organizations that you are associated with?
”Susan’s Ice Cream competes with Ben & Jerry’s, Tillamook Country Creamery, Bryers & other ice cream brands that have been in business for decades. We are also associated with organizations like Oregon’s Dairy & Farm Collective.”Just like competitors, brands have associations to organizations that can be valuable allies who advocate for businesses!
How is my product or service different? This is straight forward, and you can rave about what you do.
”Susan’s Ice Cream produces higher quality ice cream by using high quality dairy cows. Our production cycle has a few extra steps to get a more creamier product but also healthier for your gut. (All made up, but you get the point).”How is my product or service not different to the market I am?
“Susan’s Ice Cream produces ice cream like numerous amounts of ice cream shops.”
Is my content strategy different than my market? Does it create a user experience that makes people want to follow along?
“Susan’s Ice Cream does not have a content strategy that is uniquely them. Instead, they copy a lot of nationally recognized food brands by creating similar content. It is hard for a viewer to differentiate Susan’s Ice Cream to Umpqua Dairy.”
What is my current content strategy? Is it good? Is there a structured calendar? Non-existent? Effective? Loose?
“Susan’s Ice Cream has a content strategy to check off the boxes. They produce content with a lackadaisical plan that does not drive the brand forward”
As a business or as owners, how am I different than my market? Do you have a compelling story? Do you know your story? Are you in touch with why you are in business? Scale 1-10.
Is there a way to bring the customer into your story & how you run your business?
Creating content is easy. You post pictures & short videos. Easy! Many small businesses or organizations create content just because, and there is no thought or strategy. Having some sort of strategy can provide you with the right guidelines that can move you in a forward direction as a business.
I hope these questions have helped you in forming a content strategy.
