Creating a brand with purposeful content

One of the biggest struggles I see with clients is developing purposeful content that adds to a brand’s perception on a macro and micro level. By purposeful, I mean thought-out and planned so that your content comes across as coherent and organized.

Content should be:

  • Add to people’s understanding of your brand

  • Educating your audience about who you are

  • Lending evidence to what you stand for and what you’re good at

  • Developing a relationship with your ideal audience

If you’re content isn’t speaking to your audience, revealing more about you, and educating then it’s not doing the legwork it should. By creating a more organized framework for your content work, you can create content that converts as well as engages.

Macro-Level Content Strategy

Your content strategy is dictated by the form of content you’re trying to create and what your subject-matter will be.

Form of the Content

At a first level, you should be asking yourself, “How does my audience like to take in content?” This will decide if you’ll be spending time creating videos, blogs, podcasts, etc. It decides the form of your content.

Content Topics

Your content shouldn’t become a mishmash of different topics. People want to see continuity in what they’re digesting, it should build on itself and not just be stand alone pieces. One of my favorite examples of effective content strategies is HubSpot. HubSpot creates longer form pieces that pull together multiple articles, bringing more value to people interested in deep diving on certain topics.

Identifying Your Topics

Ask, “What topics should they hear about, or want to hear about, to solve their problems and learn more about what I do/who I am?” This is a mixture of content that solves their problem, speaks to your business’s capabilities, and shows off your best work.

I like to put together a list of at least three to five overarching types of topics that a business will talk about. That way, no matter how many pieces of content you put together, your business won’t seem like it’s doing everything or overreaching itself.

Putting your content type and topics together allows you to create content geared specifically to your audience. With these in mind, you can create a content schedule that makes sense for you to stick to.

Micro-Level Content Strategy

Even at the smallest level, each piece should fit into your overarching strategy, content schedule, and promotional focus.

Call to Action

Within the piece of content, whether it’s a video or blog, it should gear people up for how they can get more information from you. Their next step should be clear. It could be:

  • Signing up for your email list

  • Getting your free download

  • Subscribing to your course

  • Signing up for your event

  • Etc.

Any type of ask could be at the end of your post, just make sure that the topic and nature of the content should easily lead into what you discuss. For example, it would be strange if you wrote a post about time management and then tried to get people to purchase a baby toy. Neither are related to each other in a way that your audience can make sense of.

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