Easy Ways to Create a Content Strategy

We all know that creating a compelling content strategy is crucial for any organization looking to engage its audience and drive growth. As a marketing consultant, I've had the privilege of working closely with senior leadership teams, particularly CEOs and co-founders, to help startups and small businesses develop and refine their content strategies. Today, I want to share some insights on how to create a content strategy that resonates with your audience and drives results.

The Power of Customer Relationships

The most valuable resources for developing a content strategy is your existing customer base. Not AI, not sitting in a room spit balling ideas onto a white board, not scouring the web for what your competitors are talking about.

Engaging with customers who have been using your solution for six months to a year will provide a wealth of information. These customers can offer insights into why they chose your solution, how they are using it, and what results they are seeing. This feedback is invaluable for shaping your content strategy.

For example, Figma, a design prototyping tool, has effectively used customer feedback to create educational content that engages its target audience. By offering tutorials, webinars, and user-generated content, Figma has built a loyal customer base and positioned itself as an industry leader.

Identifying Use Cases & Messaging

Customers often find innovative ways to use your solution that you may not have anticipated. These unique use cases can be the foundation for compelling content. By documenting and sharing these stories, you can highlight the versatility and value of your solution.

Insta360, a camera company, shares quick tutorials and user-generated videos to showcase the capabilities of its products. This strategy not only educates customers but also fosters a community around the brand. People want to see themselves using your solution to solve their problems, and this type of content always resonates.

In addition to generating a list of applicable use cases is how you’ll actually communicate those use cases and all the messaging you put out to attract prospective customers to your company. When you’re talking to existing customers, listen not just for the context of their words, but how they talk about it. These customers represent the new ones you want to land, so you need to learn to speak like them, to use the same language you do, to establish immediate respect and familiarity with that audience. Then use that in your messaging strategy.

The How

To create a content strategy that is both effective and sustainable, it's really important to plan ahead. Spend a few weeks meeting with customers and asking them questions about their experiences. Document the insights you gather and use them to create a content calendar that covers various stages of the customer journey—from top-of-the-funnel awareness to bottom-of-the-funnel conversion.

Your customer success and IT teams interact with customers regularly and can provide additional details on how customers are using your solution. Collaborate with these teams to gather more information and refine your content strategy. This approach ensures that your content is grounded in real-world experiences and addresses the actual needs of your audience.

Experimentation and Adaptation

Start with a hypothesis about your target audience, industry, and problem-solving approach. Launch targeted campaigns with a smaller scope and budget to test and validate your strategies. Analyze the results and adjust your approach based on feedback. This iterative process helps avoid the pitfalls of overcommitting resources to unproven strategies.

TL:DR

Creating a content strategy that resonates with your audience requires a combination of customer insights, innovative use cases, and strategic planning. By engaging with your customers, leveraging internal teams, and experimenting with targeted campaigns, you can develop a content strategy that drives growth and builds lasting relationships.

If you have any questions or tips, please leave them in the comments. Let's start a conversation and explore these ideas further. Thank you!