{"id":7795,"date":"2020-02-27T09:00:00","date_gmt":"2020-02-27T14:00:00","guid":{"rendered":"https:\/\/contentwriters.com\/blog\/?p=7795"},"modified":"2020-09-09T16:13:59","modified_gmt":"2020-09-09T20:13:59","slug":"anatomy-of-a-powerful-content-strategy","status":"publish","type":"post","link":"https:\/\/contentwriters.com\/blog\/anatomy-of-a-powerful-content-strategy\/","title":{"rendered":"Anatomy of a Powerful Content Strategy"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Not so long ago, you could post two 400-word articles per week and be a leader in content strategy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Those days are&nbsp;<a href=\"https:\/\/contentwriters.com\/blog\/increase-blog-traffic-80-percent\/\">gone.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today, if you want great content marketing \u2014 the kind that delivers&nbsp;<a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2017\/04\/17\/content-marketing-stats\">sky-high ROI<\/a>&nbsp;\u2014 you\u2019ve got to build a powerful, competitor-crushing strategy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a little daunting, but it is possible. This article includes everything you need to get your content strategy going in the right direction.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Is Content Strategy?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Real quick, let\u2019s get on the same page about this.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Content Strategy Definition<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your content strategy is a high-level framework for making decisions about your content. Ideally, the framework is rooted in your goals and values. Then, once you\u2019ve shaped that framework, you\u2019ll use it to plan, produce, and distribute content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s one common point of confusion to clear up: A strategy is NOT the same thing as a&nbsp;<a href=\"https:\/\/contentwriters.com\/blog\/grow-your-corporate-blog-from-0-to-1k-visitors-per-day-in-3-months\/\">content calendar<\/a>. A calendar is a tactical thing \u2014 it should be developed based on your bigger-picture strategy. If you find that your specific publishing schedule isn\u2019t serving your goals, you can change it while still following the same overall strategy.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/10\/Content-Writers-writing.png\" alt=\"Content Writers writing\" class=\"wp-image-7108\" width=\"629\" height=\"529\"\/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">The Big Questions of Content Strategy<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When you have a solid content strategy, you can answer the big questions that are vital to producing highly effective content. Here are the most crucial ones:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Why am I creating content?<\/li><li>What goal(s) should my content help me reach?<\/li><li>Who is my content geared toward?<\/li><li>How do I want my audience to respond to my content?<\/li><li>Where (on which platforms) will I distribute my content?<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Once you\u2019ve answered these questions, you\u2019ll apply the same answers again and again. This makes the decision-making process much easier when it comes time to brainstorm, create, distribute, and&nbsp;<a href=\"https:\/\/contentwriters.com\/blog\/measure-content-marketing-roi\/\">measure the ROI of content.<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Your Content is a Body of Work<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before you can build a content strategy, it\u2019s important to understand one thing: This strategy will shape your entire body of work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your body of work is not only your blog, but also your emails, videos, podcasts, social media posts, keynote speeches, and so on. This body of content represents you (or your brand) online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, what does it take to make that representation powerful? It starts with the DNA.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2019\/11\/How-to-know-what-contents-real-value-is-contentwriters-infographic-scaled.png\" alt=\"How to know what contents real value is contentwriters infographic\" class=\"wp-image-7429\" width=\"642\" height=\"1345\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">The DNA: Who You Are<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the most obvious signs of a poor (or absent) content strategy is a lack of cohesion. The content seems fragmented. It doesn\u2019t emphasize any particular central themes in any way.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To fix this, you need to start by going back to the building blocks of your personality or brand. In other words, you need to define who you are.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whether you\u2019re an individual or a company, your content should express your unique identity. If you don\u2019t know what your identity is, you can\u2019t express it. Before you go any further with content strategy or creation, answer these questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What\u2019s my distinctive personality (or&nbsp;<a href=\"https:\/\/www.investopedia.com\/terms\/b\/brand-personality.asp\">brand persona<\/a>)?<\/li><li>What\u2019s my&nbsp;<a href=\"https:\/\/contentwriters.com\/blog\/how-and-why-to-write-a-unique-selling-proposition\/\">unique selling proposition<\/a>?<\/li><li>What are my core values?<\/li><li>What kind of conversations do I want to have with other people?<\/li><li>What kind of people do I want to connect with?<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The answers to these questions will help you figure out which content actually fits your personality. They\u2019ll also help you determine which platforms are appropriate and which aren\u2019t a good fit. Be sure to answer these questions before moving forward with your strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Example: Dan Lok, the Asian Dragon<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Millionaire sales guru Dan Lok has done an exemplary job of this. His content \u2014 including&nbsp;<a href=\"https:\/\/www.instagram.com\/danlok\/\">social media<\/a>, YouTube, his blog, and books\u2014is utterly unified around his&nbsp;<a href=\"https:\/\/danlok.com\/getting-started\/#new-to-dan-lok\">Asian Dragon persona<\/a>. Lok made the decision to own that persona, committing to it 100% \u2014 and that decision is paying off.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Skeleton: Your Goals<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Great content is purposeful. To publish with confidence, you need to set concrete goals, then fit your content to those goals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say, for example, you wrote a cookbook, and you want to use digital content to sell copies. Even if you\u2019re also a movie buff, movie reviews shouldn\u2019t take center stage within your content strategy. Pictures and articles about food are going to deliver more value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To form the skeleton of your content strategy, you first need to answer two questions.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What one big goal do I most deeply want to accomplish with my content?<\/li><li>What smaller goals (or milestones) are essential to accomplish that?<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Once you have the answer to these questions, you can make decisions about which content to release at what time.&nbsp;<a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/31406\/How-to-Map-Lead-Nurturing-Content-to-Each-Stage-in-the-Sales-Cycle.aspx\">Hubspot has a good guide for mapping different types of content to different stages of the sales funnel.<\/a><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/marketingweek.imgix.net\/content\/uploads\/2018\/06\/22170335\/Glossier-2.jpg?auto=compress,format&amp;q=60&amp;w=750&amp;h=460\" alt=\"Image result for glossier content strategy\" width=\"710\" height=\"435\"\/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Example: Glossier<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">One brand that has excelled at setting goals leading to a super-crisp content strategy is\u00a0<a href=\"https:\/\/www.retaildive.com\/news\/glossiers-customer-obsession-is-about-stirring-up-conversation\/519604\/\">Glossier<\/a>. This digitally native beauty brand has the broader goal of having customers, especially loyal customers, to promote the products to their friends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Glossier\u2019s corresponding content strategy is fundamentally conversational. Almost all of the content that the brand produces and distributes is directly intended to spark conversations on social media, especially Instagram. Glossier also distributes a good amount of user-generated content as part of its content strategy. Through this laser focus on stirring up conversation, Glossier has created a powerful ecosystem of shared customer experiences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Muscle: Your Core Topics and Expertise<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Once you have your DNA and skeleton (your identity and goals), it\u2019s time to decide which topics will do the \u201cheavy lifting.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Every good content strategy is centered around a small number of core topics. Within the overall strategy, each piece of content explores those same topics from different angles. Since most people need to encounter ideas more than once in order to remember them, you need to introduce the same ideas to your audience repeatedly. For individual bloggers, David Perell (<a href=\"https:\/\/twitter.com\/david_perell\/\">\u201cthe writing guy\u201d<\/a>) calls this building a&nbsp;<a href=\"https:\/\/www.perell.com\/blog\/the-ultimate-guide-to-writing-online\">personal monopoly<\/a>\u2014but brands can learn from his approach, too.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These questions will help you build the muscle of your content:\u2028<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What do I know more about than other people? (Or, what is my brand\u2019s core competency?)<\/li><li>What am I really great at explaining?<\/li><li>What unusual or unique experiences can I share?<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">While it can be tempting to pour your entire life and all your experiences into the content, this can create a chaotic, unfocused image of your brand. Instead of publishing something about every small idea, it\u2019s better to tie your smaller ideas into content that focuses on a few bigger ones.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.ytimg.com\/vi\/uJbK4rlOUHs\/maxresdefault.jpg\" alt=\"Image result for ryan holiday daily stoic\" width=\"704\" height=\"396\"\/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Example: Ryan Holiday of Daily Stoic<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Former media strategist turned author-entrepreneur Ryan Holiday has built an ingenious personal monopoly. With his website,&nbsp;<a href=\"https:\/\/dailystoic.com\/\">Daily Stoic<\/a>, and his corresponding books, he\u2019s making the ancient philosophy of Stoicism accessible to modern readers. Due to his laser focus on this family of ideas, he\u2019s earned his place as the most sought-after authority on these topics.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Voice and Style: How Your Content Looks, Feels, and Sounds<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Once you have a solid grasp of your DNA, your goals, and the core concepts that will do the heavy lifting, it\u2019s time to determine your voice and style.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On a high level, voice and style are part of your strategy. Although you can make adjustments to it, think of your style guide as a strategic document that doesn\u2019t change-unless you modify it. Without a clear, consistent voice and style, your content will lack impact. Even if your style isn\u2019t 100% perfect, the consistency will make a big difference. Continuity is the key.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While voice and style should stem from the DNA already established, you also need to research your competitors and examine the high-performing content. This will help generate creative stylistic ideas that resonate with other people.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Great Style on a Small Budget<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When I work with people to define a style for their content, they sometimes start out feeling discouraged. They look at brands like Red Bull and think, \u201cThere\u2019s no way I can host&nbsp;<a href=\"https:\/\/www.youtube.com\/watch?v=FHtvDA0W34I\">a supersonic free-fall from 128,100 feet above the earth\u2019s surface.<\/a>\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And yeah, if you\u2019re not Red Bull, you probably don\u2019t have the budget for a stunt like that. However, style is not about stunts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With some thought, you can do stylish things with words and images alone. Take Rick Beato, for example. His YouTube series, called&nbsp;<a href=\"https:\/\/www.youtube.com\/playlist?list=PLW0NGgv1qnfzb1klL6Vw9B0aiM7ryfXV_\">\u201cWhat Makes This Song Great?\u201d<\/a>, showcases his expertise with a catchy, consistent, playful style \u2014 and it\u2019s all based on five words.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Approach your voice and style strategically and you can have a solid, professional, attention-grabbing style on any budget. You just need to lay the groundwork first \u2014 the DNA, the skeleton, and the muscle\u2014and then you can move on to the style.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Habitat: Where Your Content is Most at Home<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, at the same time you determine your style, it\u2019s also the time to decide where your content will primarily \u201clive.\u201d This is important because the habitat will shape the format and publishing cadence of your content. If you&#8217;re making a boatload of square-shaped images but only posting them to a WordPress blog, you&#8217;re missing a golden opportunity to get eyeballs on Instagram. Explore the capabilities of each platform and use the platform that makes the most sense for your brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Heads up! If you try to engage customers on too many platforms, your content strategy will fall apart.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even though there are several platforms to distribute content, the best content creators don\u2019t build a separate strategy for each one. Instead, they focus on one or two platforms where they\u2019re strongest; the weaker platforms are used to drive traffic toward the stronger ones. It\u2019s better to master one platform than be a jack-of-all-platforms and master of none.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, if you want to focus on YouTube, do that \u2014 and make your blog a vehicle for driving YouTube engagement. If you want to focus on your blog, great: you can then add Twitter not as a separate initiative, but as a way to drive traffic to your blog.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2020\/02\/Influencer-Marketing-2.png\" alt=\"Influencer Marketing 2\" class=\"wp-image-7755\" width=\"739\" height=\"491\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Be Fruitful and Multiply<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">By the end of this process, you should have the following five components of your content strategy.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>The DNA:<\/strong> An understanding of your (or your brand\u2019s) identity, core values, and what kind of people are suited to that identity.<br><br><\/li><li><strong>The Skeleton:<\/strong> The goals of your content.<br><br><\/li><li><strong>The Muscle:<\/strong> The core ideas, topics, and expertise your content will contain.<br><br><\/li><li><strong>The Voice and Style:<\/strong> The clear, consistent presentation you\u2019re going to use for your content.<br><br><\/li><li><strong>The Habitat:<\/strong> The platforms you\u2019re going to focus on to distribute your content.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These five components compose your content strategy\u2014your high-level framework for making decisions about your content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From here, it\u2019s all tactics\u2014the specific actions you take according to this framework. If you\u2019ve done your work well, these five components now express all the principles and \u201crules of thumb\u201d you need to make those tactical decisions. Those decisions include which content to produce, when, and how often.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Executing any strategy takes trial and error, even for the most experienced marketers. Don\u2019t let that bring you down. Use&nbsp;<a href=\"https:\/\/contentwriters.com\/blog\/smart-ways-to-a-b-test-your-content\/\">A\/B testing<\/a>&nbsp;to see how if the content you\u2019re producing is serving your business goals. If a piece of content flopped, move on and produce another one.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, having a powerful body of work is all about producing content that\u2019s aligned with the same decision-making framework. Keep putting the pieces together, and you\u2019ll see the results.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Not so long ago, you could post two 400-word articles per week and be a leader in content strategy. Those &#8230;<\/p>\n","protected":false},"author":58,"featured_media":7822,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-7795","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Anatomy of a Powerful Content Strategy<\/title>\n<meta name=\"description\" content=\"Want a content strategy that delivers ROI? This step-by-step guide can help. You&#039;ll learn how to build the perfect framework for planning, creating, and distributing your content.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/contentwriters.com\/blog\/anatomy-of-a-powerful-content-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Anatomy of a Powerful Content Strategy\" \/>\n<meta property=\"og:description\" content=\"Want a content strategy that delivers ROI? This step-by-step guide can help. 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