Six principles for stronger content strategies
In a previous article, I discussed the role content should play in building modern brands. Below are six actionable steps brands can take to step into their roles as publishers, and connect with audiences through content.
Align your content strategy to the overall brand and business strategies. Content should be a natural expression of who you are and what you stand for, not a series of tactics created to meet short-term goals. Like I stated in my earlier piece, I don’t see content as part of marketing. But if that’s how it has to be, then make sure that other teams have a say in how priorities are set. Break the f*cking silos already.
Define your point of view. Modern branding is increasingly geared towards humanizing brands through tools like tone of voice and values. In a crowded market, those features can help distinguish a brand from another. Plus, people want to know who’s behind the façade. State who you are and what you believe in, and don’t hesitate to take a stand if the moment calls for it.
Create conversations. Choose three to five broad topics that align with your values, and make those the central pillars of your content strategy. Don’t try to be all things to all people. Make yourself known for those core conversations that you deeply care about. Again, this works best if those topics align with your overall brand strategy.
Make it yours. Not every brand needs a newsletter, a blog and a Tiktok account. Not every IG account needs to look the same. Choose the platforms that are best suited to your audiences, and be creative about how you want to use them. The Row was a pioneer in using Instagram to establish their unique taste and aesthetics. Paynter use their newsletter to communicate about the design and manufacturing process of their jackets. Both are fashion brands, but use content in a very different way while staying true to their essence.
Treat your audience like people, not customers. I can’t count the number of newsletters I unsubscribed from after I grew tired of only receiving news about new products and discounts, even though I had zero interest in making a purchase. Content can be an amazing way to strengthen connections with your audience and provide genuine value between purchases. Content generally falls under two categories: it either helps or inspires. Pick one of the two, and run with it.
Be in it for the long game. When content is decoupled from sales objectives, it can take time to appreciate its impact. Don’t sacrifice something that is key to establishing the intangible parts of your brand. Ideate, test and refine, but don’t give up just because you’re not seeing immediate results.
I created a small playbook to help brands think about content differently. It contains 10 questions to start defining a brand’s point of view. You can download it for free here. As usual, feel free to reach out if you’d like to discuss this article or anything brand-related. I’m at hello@delfina.studio.
Photo by Anthony Shkraba from Pexels.