Design with intention
01 — Set a goal
It’s important to make sure your content goals are in alignment with your overall marketing strategy to ensure they contribute to your larger business objectives. Create individual goals for each piece based on the content funnel stages, promotional channels, and audience specifics.
Questions to ask: Where will you publish this piece? What is the level of expertise of your target audience? How does this content set you apart from your competition?
02 — Strategize
Create content with a purpose. When developing your strategy, make sure to take a holistic approach to your messaging. For example, are there any current gaps in the process that will be an issue to support your message? Are all stages of the buyer journey or prospects decision making process that are not covered? What are the CTA’s (call-to-action) to complete the conversion path.
Will other departments be involved or have a role in the support of your campaign? If you answered yes, how are you planning to work cross-functionally with those teams and overcome any potential obstacles?
Are you aware of any current challenges your customers are facing that could impact the success of your content?
03 — Capture your audience
In order for your content and messaging to be successful, you need to know who your target audience is. By gathering intel on your prospects, you can create a buyer persona profile to help create meaningful messaging and focus on the important characteristics that will resonate.
To help get you started, think about: demographics, psychographics, pain points/ challenges, professional and personal objectives.
04 — Tell a story
What makes your brand or company unique? Why would someone want to do business with you? By telling a story, this helps you stand out and keep the prospect motivated to continue building a long lasting relationship with you.
Stay true to who you are. By incorporating this into your content and messaging, you in turn create authenticity and build value with your audience.
